Agenda: The PHM HealthFront 2025

Don't Believe the Hyper-Personalization Hype in AI: The Creative AI Future of Context

Dom Heinrich, Co-Founder, Creative AI

Join Dom Heinrich, Co-Founder of Creative AI, and Adjunct Professor at Pratt Institute for a bold, thought-provoking keynote that challenges today's obsession with AI generation and hyper-personalization. Dom will explore how AI, if left unchecked, risks leading brands into a future of mediocrity by default, driven by sameness and algorithmic "yes-men." Instead, he argues for a shift toward contextual intelligence- where creativity leads and AI follows.

Masterclass: Cure-ious Journeys: Mapping the Patient Pathway Through Media & Advertising

Griffin Connor, Director, Business Development, The Trade Desk

Understanding the patient journey is critical to delivering meaningful healthcare experiences. Cure-ious Journeys, The Trade Desk’s latest research, explores how individuals—both long-term and short-term sufferers—navigate from the first signs of symptoms through diagnosis and treatment. This session will unveil key insights into the role of media, advertising, and content in shaping patient decision-making and access to information.

Join us as we uncover how digital touchpoints influence healthcare awareness, the impact of omnichannel engagement on patient behavior, and how brands can strategically connect with audiences at pivotal moments in their healthcare journey. Whether you're in pharma marketing, media strategy, or patient advocacy, this session will offer actionable takeaways to enhance your approach to healthcare advertising in an evolving digital landscape.

Masterclass: Nudging in Action: Real-World Examples Across Categories

Thomas Shea, CRO, Doceree

Nudge Theory, a concept rooted in behavioral economics, suggests that positive reinforcement and indirect suggestions can effectively influence individuals' motives, incentives, and decision-making. When applied to HCP marketing, nudges empower more informed decision-making by delivering timely, well-placed information at critical moments of clinical action. In an environment overwhelmed by noise and information overload, the ability to use subtle interventions that guide decisions—without limiting choice—has proven to be a powerful driver of real-world brand impact. Join us to explore how the Doceree leverages the power of nudges to enable deeper, more meaningful engagement with healthcare professionals.

Programmatic is Ready for a Rebrand: How Supply Chain Curation Offers New Promise

Jordan Galbraith, SVP Programmatic, Publicis Health Media

Lindsay Blake Reardon, Sr. Director, Business Development, The Trade Desk

Craig Haines, CRO, Dotdash Meredith Health

Michelle Klein, VP Publisher Solutions, IQVIA Digital

Currently challenged by inventory quality, exacerbated by proliferating MFA, programmatic is at an infection point. No longer 'just' an awareness tactic, programmatic has unique ability to engage high-quality vendors in a scalable, brand safe way. This conversation will explore a fresh approach to programmatic in 2025 and just how brands can get started.

Influence Sheds the White Coat

Jeff Fischer, Head of Content, Publicis Health Media

Carrie Beatrice, Director Marketing, Organon

Doug Szymul, Head of Health, Influential

Steve Alperin, CEO, SurvivorNet

Angelique Miles, Wellness Advocate / Digital Creator

The influencer marketplace continues to grow double digits, driving consumer purchasing decisions valued at $250 billion. This trend has made its way to health where people are increasingly searching for health information outside the physician's office. As consumers look to new sources of authority, they're finding answers accessible at their fingertips; a recent survey indicated 45% of US adults first consult social media for health information, a percentage that is higher than those who first approach a physician. In the session, we will explore the role peer-to-peer health influencers can play and the value they offer to marketers as they approach this dispersion of authority.

Masterclass: Maximizing Audience Quality: The Data-Driven Path to ROI

Ashlee Post, Ashley Cholast and Judi Gatti, Strategic Account Directors, ReachMD

This masterclass breaks down the key components of a data-driven strategy to maximize Audience Quality — including Personalized AI to enhance targeting; Omnichanneldistribution for seamless, multi-platform reach; Watch/Listen/Read content formats that drive deeper engagement; and Turnkey Solutions that simplify execution while delivering measurable success.

Masterclass: Moving at the Speed of Health Consumers

Lindsay Van Kirk, SVP & GM of D/Cipher, Dotdash Meredith

To truly help people explore treatments and take meaningful health actions, we need to rethink how we reach condition-specific audiences. Traditional targeting methods are outdated and ineffective, overlooking many addressable consumers and failing to engage all those demonstrating health intent. A more effective approach must find people in moments where health and life intersect while maintaining respect for consumer privacy. In Moving at the Speed of Health Consumers, Lindsay Van Kirk, Group GM of D/Cipher Products at Dotdash Meredith, will illuminate this path, helping Healthfront attendees understand how to interpret real-time consumer signals and deliver messaging in new, high-impact spaces. Drawing from her team’s research on audience engagement, DDM brands, and content subject matter, Van Kirk will explore how these insights can help shape a more effective, privacy-conscious messaging ecosystem for health advertisers.

Masterclass: Dealing With The Trust Issue In Healthcare: Five Practical Things Marketers Can Do To Create Connection With Patients

Steve Alperin CEO, SurvivorNet

Dr. Prasanth Reddy, SurvivorNet Advisor

With a growing number of Americans being exposed to questions about evidence based medicine, how can marketers build trust to achieve commercial goals? A practical conversation about positive tactics. Join SurvivorNet Founder and CEO Steve Alperin and SurvivorNet Advisor Dr. Prasanth Reddy, who serves as a practicing oncologist in rural Kansas and was previously a Congressional candidate and the head of oncology at testing giant Labcorp.

Content, Context and Connectedness: Unlocking Today's Media Ecosystem

Brad Liebow, President, Investment, Publicis Health Media

Jeannine Shao Collins, Chief Client Officer, Kargo

Peter Moylan, Senior Director, Client Partnerships, DIRECTTV

Dijana Jovicic, SVP, PMX

The media marketplace is more fragmented than ever, leaving opportunity for brands that can connect the pieces. This panel investigates how content providers are leveraging data, technology and creativity to deliver relevant, and therefore resonant, experiences. Leaders will discuss how context enhances content performance, how platforms are evolving to meet changing consumer behaviors, and what true connectedness means in our current environment.

The Changing Dynamics of HCP Peer-to-Peer Influence

Amanda Lawson, EVP, Managing Director, Publicis Health Media

David Emery, Managing Director, Managing Director, M3 MI

The way HCPs communicate with one another (and the tools they use to do so) is changing rapidly, with demonstrated changes both by generational cohort and specialty area. Research conducted exclusively for the HealthFront stage will offer unique insight into how physicians are engaging with social and with one another to educate and influence. In this panel, we will share key results of this custom study to showcase niche behaviors that will transform how marketers engage with this critical and ever evolving audience.

What Doctors Want

Brian Malinowski, EVP, Business Intelligence, Publicis

Daniel Nadler, PhD, Founder, OpenEvidence

Dr. Travis Zack, MD, PhD, Head of AI for the UCSF Comprehensive Cancer Center

Dr. Anne Marie Morse, DO, Director of Pediatrics Neurology, Geisninger Medical Center

Doctors today are working to keep up with a seemingly never-ending influx of medical information, reported to double in size every 73 days. While the information is exponentially growing, their numbers are shrinking amongst a worsening shortage. With this in mind, we will speak with doctors on stage to explore what they truly want and need from marketers.

AI Promises a New Path to Discovery for Patients

Brian Geist, Chief Strategy Officer, Publicis Health Media

Kapil Parakh, MD, MPH, PhD, Senior Medical Lead, Google

Olivier Chateau, CEO, Health Union

Jenny Yu, MD, FACS, Chief Medical Officer, RVO Health

The way patients have searched for health information has evolved significantly over time, but AI is set to be the greatest disruptor of discovery for patients-ever. AI will revolutionize the way people search for health information, offering new pathways and opportunities to process the mountain of health data that exists in the digital world. But even more importantly, the time in which complex data can be processed will offer patients a new way to ge the answers they seek. In this session, we will explore the speed of this evolution and how marketers can double-down on fundability online.

The Unprecedented (and Unstoppable) Rise of Women's Sports

Amy Ginsberg, EVP, Investment, Publicis

Katie Ford, Executive Director of Media, Novartis

Sarah Spain, Host of "Good Game with Sarah Spain", iHeartMedia

Sophia Bush, Actress, Producer, Activist & Entrepreneur

AJ Andrews, MLB Network Analyst, TV Host, Content Creator, PlayersTV

The global women’s sports industry is projected to break the $1B barrier in 2025, a 300% increase from 2021. 2024 was a transformational year with record breaking viewership, attendance and revenue, moving women’s sports into a brighter national spotlight. With a fundamental shift in fan engagement, media coverage and investment, it is critical for brands to develop bespoke strategies for the women’s sports marketplace and invest in a meaningful way. In this session, we will discuss to how to access women’s sports inventory at scale, driving value and exclusive access for brands as they seek to capture the growth and fandom of this exciting new frontier.

Masterclass: Beyond the Rx: Engaging Patients Along Every Step of the Journey

Ariana Michaloutsos, Vice President of Media, PHM

Jordan Osborne, Associate Director of Client Experience at Phreesia

Patient engagement doesn’t start when a patient walks into a doctor’s office—and it doesn’t end when they walk out. Organizations have the opportunity to connect with and engage the right patients at important moments in their care journey—from their first search for care to post-script engagement.

Masterclass: The Pulse of Programmatic: Turning Data into HCP Engagement Gold

Jonathan Zile, SVP, Data Solutions, Pulse Point

Keith Matt,VP, Sales, Pulse Point

In today’s healthcare marketing landscape, success depends on the ability to connect with healthcare professionals (HCPs) in meaningful, data-driven ways. This session explores the top omnichannel trends shaping 2025—from AI-powered personalization to real-time engagement—and dives into the rise of programmatic media and its ability to deliver compliant, efficient, and precise HCP engagement across a variety of channels.

You’ll also discover the real-world impact of these strategies through two compelling case studies: reaching HCPs within their EHR workflow and scaling engagement through social media.

Whether you're refining current strategies or venturing into new territory, this session will help you turn data into gold.

Data at the Scale of Personalization

Jason Patterson, Chief Analytics Officer, Publicis Health Media

Adriano Botter, Chief Solutions Officer, Publicis Health

John Mangano, Chief Analytics Officer, DeepIntent

Kate Gattuso Duffy, MBA, Global Lead of Media Measurement, Optimization & Web Analytics, Pfizer

Jake Smith EVP, Global Data Science & Solutions, Publicis Groupe

The volume of data that is available to marketers, particularly in health, coupled with the lack of data collaboration results in data solutions that don't meet the needs of modern marketing. How do marketers balance the immense amount of data available to them with the need to personalize at scale?

The People-First Approach: Bringing Humanity to Healthcare

Bob Kasunic, President, N2

Gail Horwood, CMO & Customer Experience Officer, Innovative Medicines, Novartis US

John Van Brachel, VP, Head of Content Lab, Novartis US

Kim Dolan, Managing Director, Pinterest

The healthcare system can present processes fraught with friction, with care journeys that can be hard to navigate after someone receives a diagnosis. How can a people first approach return humanity into the experience and provide value and relevance to patients? Changing the narrative:

In this session, we discuss the role that pharmaceutical companies can play in delivering more empathetic experiences for patients as they navigate their diagnosis in an increasing complex healthcare system.

Masterclass: Smarter HCP Media Campaigns Start With Integrated Health & Media Data

Jennifer Loga, VP, Client Insights & Analytics, DeepIntent

This Master Class will explore how integrating health and media data can unlock a more sophisticated approach to HCP marketing. Drawing on DeepIntent’s proprietary research analyzing HCP media usage patterns by specialty, the session will highlight surprising insights—such as which specialties are more likely to engage with formats like audio—and make the case for a more data-driven planning and activation mindset. Rather than relying on broad targeting, marketers can use integrated insights to tailor omnichannel strategies by specialty, driving greater relevance, efficiency, and impact.

Masterclass: Driving Behavioral Change Through Content, Community, and Commerce in a Rapidly Evolving Consumer Landscape

Justine Barcia, GVP, Integrated Marketing, Everyday Health
Tom Carr, SVP of Media and Data Strategy, Everyday Health

Grace Rodriguez, DTC Immunology Portfolio Marketing Head at UCB

The healthcare and self-care landscape is undergoing a rapid transformation, driven by expanding consumer choices, a shifting healthcare and benefits system, the rise of misinformation, and a growing emphasis on self-care. At the same time, advancements in AI, data utilization, media delivery technologies, and evolving content expectations are reshaping how consumers engage with health information, leading to significant shifts in attitudes and behaviors.

What Women Want: The Radical Reinvention of Care

Alexandra von Plato, Chairwomen Emeritus, Publicis Health, Vice Chair, ChristinaCare Health System, Industry Strategic Advisor

Neil Parikh, Chief Medical Officer, Thirty Madison

Rajani Rao, Chief Business Officer, Thirty Madison

After years of jumping hurdles in health systems of yore, women today are demanding healthcare on their own terms, inspiring new care models from formerly traditional providers. From reproductive healthcare to mental health to menopause and healthy aging, patient cohorts are driving change across conditions and experiences. Through the lens of women's health, this session will explore how new care models are leveraging real personalization to break down barriers to access, revitalizing patient engagement and revolutionizing the future of care.

Is the Future of DTC Healthcare Marketing in Peril?

Stephen Farquhar, CEO, Publicis Health

David Bowen, Founder, Corracloon Strategies

As the new administration continues to set its agenda, health marketing has been in its sights. Should the much-discussed restrictions on mass market advertising come to fruition, how should marketers respond? How will these changes permanently shape the marketplace? In this session, we will bring together an industry veteran and a policy expert to discuss what the future may look like and how marketers in the healthcare space can be best prepared to navigate an uncertain future.

Healthcare's Paradox: Rising Drug Costs and the Desire for Better Health

Dorothy Gemmell, Chief Commercial Officer, GoodRx

Tim White, Chief Digital & Tech Officer, US, GSK

Another hurdle has emerged in the pursuit of better health outcomes: cost and coverage of prescriptions.

In the U.S., the cost of prescriptions has increased 37% since 2014, surpassing the rate of inflation. Further exacerbating rising costs, insurers are increasingly moving the burden to consumers, with deductibles nearly doubling in the last decade. No wonder nearly half of scripts are abandoned. To tackle costs, some consumers have started price shopping for prescriptions just as they do for other essentials. In this session, we will discuss shifting consumer behavior and how marketers can engage to ensure drugs remain within reach for patients.