Wednesday, 02/15
6:30 PM Pacific
9:30 PM ET
Welcome Cocktails
Olive Lawn
Thursday, 02/16
7:45 AM Pacific
10:45 AM ET
Coffee Service Available
La Jolla Ballroom foyer
8:00 AM Pacific
11:00 AM ET
VIP 1:1 Meetings
La Jolla Ballroom D & E Rooms - (by invitation - please refer to your inbox)
8:30 AM Pacific
11:30 AM ET
Breakfast Buffet Opens
La Jolla Ballroom
9:15 AM Pacific
12:15 PM ET
Sponsor Breakfast Presentation
La Jolla Ballroom
9:35 AM Pacific
12:35 PM ET
Opening Remarks
La Jolla Ballroom
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
9:45 AM Pacific
12:45 PM ET
Keynote: Piloting the Digital Culture Shift
As all marketers lean into customer centric and DTC models, the challenge for legacy pharma is as much cultural as it is operational. As new CMO at Genentech, Erica Taylor is not only rebuilding the marketing systems to better understand customer needs, but motivating hearts and minds within the organization to take on a new set of challenges and more digitized approaches. She will share what she has learned about how methods, channels, tech and especially culture need to work together to transform a marketing ethos.
- Keynote
- Erica Taylor, Vice President, Chief Marketing Officer, Genentech
10:15 AM Pacific
1:15 PM ET
Sponsor Spotlight & Coffee Break
10:45 AM Pacific
1:45 PM ET
Panel: We're All DTC Now: Rethinking Customer Acquisition
As the traditional healthcare marketing channels have collapsed, all brands, from pharma to OTC to medical, have to master DTC digital routes to grow their customer base. But what is the strategy, and where is the money moving? Our panel of marketers across healthcare categories share what the 2023 media plan looks like. Which channels are growing or contracting? How has digital not only disrupted traditional tactics but shaken up older notions of brand vs. performance marketing?
- Moderator
- Scott Goodson, CEO, StrawberryFrog
- PanelistS
- Katherine Atkinson, Chief Commercial Officer, Evofem Biosciences, Inc.
- Ryan Younger, VP of Marketing, Virtua Health @RyanYounger
11:10 AM Pacific
2:10 PM ET
Case Study: Fighting Medical Gaslighting
Throughout the pandemic, medical misinformation on social channels not only proved as viral as Covid itself but revealed a larger challenge to scientific knowledge and the institution of public health. As Pfizer's Ellen Gerstein explains, identifying and addressing "medical gaslighting" takes a clear strategy for surfacing and countering false claims, but also addressing the larger social; media challenges to scientific method and the community health. What does and does not work in combatting medical gaslighting? How do data and analytics help? And what is a brand's role in vaccinating public discourse against the fake news virus?
- Presenter
- Ellen Gerstein, Digital Communications and Content Marketing Lead, Pfizer
11:30 AM Pacific
2:30 PM ET
Case Study: From Proof to Power: A Social Intelligence Blueprint for the Enterprise of Tomorrow
How can health brands not only use social listening to drive brand marketing but democratize those tools throughout the organization? Returning Summit champion Danny Gardner continues the saga of Haleon/GSK’s maturing framework for patient-centered models. This time he explores how they are defining customer personas, organizing tribes of professionals to drive referrals, and deploying new tools across diverse brands.
- Presenter
- Danny Gardner, Analytics Manager, US & North America Social Intelligence Lead Consumer Business Insights & Analytics, Haleon
12:00 PM Pacific
3:00 PM ET
Roundtable: The Future of Social Listening
- Featuring
- Danny Gardner, Analytics Manager, US & North America Social Intelligence Lead Consumer Business Insights & Analytics, Haleon
- Ellen Gerstein, Digital Communications and Content Marketing Lead, Pfizer
12:00 PM Pacific
3:00 PM ET
Roundtable: The Direct-to-Consumer Connection
- Featuring
- Jennifer Setton, Executive Director, Health & Wellness Client Business Lead, Hearts & Science
12:30 PM Pacific
3:30 PM ET
Sponsor Lunch Presentation
2:00 PM Pacific
5:00 PM ET
Catamaran Cruise
Hiking at Torrey Pines Nature Reserve
6:30 PM Pacific
9:30 PM ET
Cocktail Party
Hacienda Lawn
7:30 PM Pacific
10:30 PM ET
Dinner
Pacifica Ballroom
Friday, 02/17
7:45 AM Pacific
10:45 AM ET
Coffee Service Available
La Jolla Ballroom foyer
8:00 AM Pacific
11:00 AM ET
VIP 1:1 Meetings
La Jolla Ballroom D & E Rooms - (by invitation - please refer to your inbox)
8:15 AM Pacific
11:15 AM ET
Breakfast Buffet Opens
La Jolla Ballroom foyer
9:35 AM Pacific
12:35 PM ET
Welcome Back
La Jolla Ballroom
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
9:40 AM Pacific
12:40 PM ET
Keynote: The Art of the Purposeful Rebrand
As the largest healthcare network in New York (and the state's largest employer) looked to refresh its brand, Northwell Health took stock not only of itself but of the culture around it. The brand dove into social health issues (gun violence, inequities in treatment, food deserts) to align itself not just with patient disease but the social experiences that impact community health. CMO Ramon Soto what he has learned from this novel project of meaningful rebranding, How does a hospital system build an engaged community of passionate fans that effectively drives change and growth?
- Keynote
- Ramon Soto, CMO, Northwell Health
10:10 AM Pacific
1:10 PM ET
Case Study: World Class Health with a Human Connection: Digital Media Expansion and Brand Development Through Partnership
Should healthcare brand marketers start thinking more like media companies? Providence Health and Boston Scientific explore how they partnered to build both brands through an ambitious content program that aimed to market through education, but do so through trusted media channels they built themselves to access consumers directly.
- PresenterS
- Matthew Ducsik, Vice President, Providence
- Jenny Lee, VP for Global Digital Marketing and Customer Experience, Boston Scientific
10:40 AM Pacific
1:40 PM ET
Coffee & Networking Break
11:10 AM Pacific
2:10 PM ET
Case Study: Building the Direct to Patient Connection
As one of the largest virtual health providers, Teledoc has deep experience in humanizing the digital DTC connection between caregiver and patient. This is more than branding gymnastics and tons of email follow up. Chief Product Officer Donna Boyer share lessons learned about building credible personalized relationships at scale.
- Presenter
- Donna Boyer, Chief Product Officer, Teladoc Health
11:35 AM Pacific
2:35 PM ET
Case Study and Fireside Chat: Topical Uprising: How Multi-Channel Media Empowered Patients to Demand More from Treatment
Inspired by real patient stories, the “Topical Uprising” campaign taps into the frustrations many plaque psoriasis patients have and how VTAMA cream can help. Shirley will discuss how Dermavant was able to strategically select media channels to reach patients, HCPs, and caregivers (a group often left out when identifying audiences) in an agile way. She’ll also show how those targets inspired different creative than the standard pharma advertisement.
- Interviewee
- Shirley Lin, Director, DTC Marketing, Dermavant Sciences
- Interviewer
- Barbie Romero, Director, Event Programming, MediaPost
12:00 PM Pacific
3:00 PM ET
Roundtable: Optimizing the Direct to Patient Relationship
- Featuring
- Donna Boyer, Chief Product Officer, Teladoc Health
12:00 PM Pacific
3:00 PM ET
Roundtable: Meaningful Branding in the Healthcare Space
- Featuring
- Scott Goodson, CEO, StrawberryFrog
- Ramon Soto, CMO, Northwell Health
2:00 PM Pacific
5:00 PM ET
Sea Cave Kayak Tour
Brewery Tour
Golf at private Grand Del Mar course
6:30 PM Pacific
9:30 PM ET
Cocktail Party
Farmer & the Seahorse (shuttles leave at 6:15pm SHARP)
7:30 PM Pacific
10:30 PM ET
Dinner
Farmer & the Seahorse
Saturday, 02/18
8:00 AM Pacific
11:00 AM ET
Breakfast Buffet Opens
La Jolla Ballroom foyer
8:45 AM Pacific
11:45 AM ET
Case Study: Rebranding for Clarity with Patients: What’s in a name?
Cardiac patients Googling for care close to home may think their only option is a hospital two hours away when the service they need is in fact next door. Intermountain Healthcare’s rebrand was designed to help patients find the right care closer to home. Learn how the marketing team navigated the existing naming variations across the system, developed a framework for naming the cardiology clinics and services, and built a website to build unity and consistency for future marketing and branding efforts.
- Presenter
- Jason M. Carlton, Communication Manager, Intermountain Healthcare
9:15 AM Pacific
12:15 PM ET
Coffee & Networking Break
9:30 AM Pacific
12:30 PM ET
Panel: Trampling the Therapeutic Tropes: Making Healthcare Advertising Fun
We end the Pharma and Healthcare Summit on a creative and inspirational note. Several brands show and tell about creative advertising campaigns that break through the tired tropes of health industry media. What can we learn about how consumers really want to talk about their health?
- Moderator
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
- PanelistS
- Zach Cole, Director, Marketing & Analytics, The Skin Center
- Rick Johnson, Vice President, Intelligence Solutions, CMI Media Group
