Agenda: The PHM HealthFront 2026

The Architecture of Influence: How to Build Scalable Narratives When Authority Lives Everywhere

Moderated by Kelly Millett, EVP Client Lead Strategy, PHM

Erin Eichenstein, Industry Manager, Health Vertical, Meta

Denise Jones, Industry Manager, Health, Reddit

Leah Wyar, President, Entertainment and Beauty & Style Group, People Inc.

Akinwole Garrett, CEO, BlackDoctor Inc.

Authority is no longer centralized. It now lives with creators, clinician-experts, patient advocates, micro-communities, athletes, wellness guides, and cultural voices, each holding a distinct sphere of influence. For healthcare brands, this creates a new reality; influence is more distributed and more powerful than ever, yet far less controllable.

This session reframes modern influence. It's no longer about celebrity, scale, or credentials alone, it's about contextual trust built person-to-person and community-to-community.

Masterclass: What Patients and Doctors Are Really Asking: Two Years of AI-Driven Health Intelligence

Steve Alperin, CEO, SurvivorNet

Imran Qureshi, CTO, B.well

This MasterClass reveals a gap between how the industry thinks patients behave and what patients & HCPs are actually doing. Drawing on real-world interaction data, the conversation will surface a set of unexpected patterns that challenge conventional assumptions about patient & HCP engagement, literacy, and decision-making.

Among the findings: a meaningful portion of patients are not just passively consuming information, they are actively exploring advanced treatment pathways, including clinical trials, and articulating highly specific barriers to care in clear, informed language. These behaviors point to a more sophisticated and decision-ready patient population than most current strategies account for. Doctors need support on nuanced data and help writing patient materials--- save me time!

Masterclass: Beyond Survival: Reframing the Modern Condition Experience

Dria Barnes, General Manager, SVP & Head of Strategic Partnerships, Health, People Inc.

Melissa Jenkins, Community Director, Breastcancer.org

Ingrid Eberly, Patient Advocate

Survival is no longer the only measure of progress. Across conditions, outcomes are improving, treatments are more personalized, and patients are more informed and connected than ever before. Yet the lived experience of diagnosis, recovery, and long-term management has grown more complex. Using breast cancer as a lens, this conversation with Breastcancer.org explores how better outcomes demand a broader definition of support, one that extends beyond the clinic into everyday life. From storytelling and education to community, identity, and confidence, we will examine how modern patients expect to see themselves reflected, understood, and empowered, and what that means for the future of support across all conditions.

Masterclass: How to Make Your HCP Lists Work Harder - Without Rebuilding Them

Jordan Osborne, Associate Director of Client Experiences, Phreesia Network Solutions

Eric Trepanier, Chief HCP Officer, PHM

HCP target lists remain foundational to life sciences marketing: now, new approaches are supercharging these traditional tools. In this masterclass, Phreesia Network Solutions will explore how brands are using novel signals and real-world care data to smartly target the right providers at the right time.

Retail Disrupted...by Robots

Moderated by Jason Goldberg, Chief Commerce Strategy Officer, Publicis

Jonathan Halvorson, MBA, Chief Digital & Marketing Officer, Kenvue

Zachary Dennett, Vice President, Merchandising, CVS Health

Retail is entering a new era of disruption driven by social discovery and the rapid rise of agentic commerce. Consumers are changing how they find, evaluate, and purchase products shaped by evolving expectations around health, aging, and personal wellbeing. At the same time, the traditional retail model is being transformed by digital platforms that increasingly influence what and how people buy.

Now a new force is emerging, intelligent agents and AI robots that help consumers research, compare, and make purchasing decisions in entirely new ways. Social commerce has already reshaped the landscape. The next wave will be driven by machines acting on behalf of consumers.

In this session, experts in retail and marketing will explore the perfect storm reshaping retail and how brands can prepare for a future where discovery, decision-making, and commerce are increasingly automated

Designing Health Journeys for a World with 10,000 Front Doors

Moderated by Eric Trepanier, Chief HCP Officer, PHM

Jessica Shepherd, MD, MBA, FACOG, Chief Medical Officer, hers

The consumerization of healthcare has fractured the traditional marketing funnel. Digital pharmacies, GLP‑1 telehealth platforms, virtual care marketplaces and creator‑driven platforms have created a decentralized constellation of “micro‑endpoints” where consumers begin, continue, and complete care.

This session unpacks the emerging reality: the consumer decides their point of entry now, not the brand. With more care delivered through digital ecosystems than ever before, marketers must design go to market approaches that recognize, power, and optimize for this radically expanded conversion universe.

Masterclass: The Power of Utility in an AI-Driven Healthcare Landscape

Ellen Blum Hager, VP Pharma Solutions, GoodRx

Suzie Eckhart, VP Audience & Platform, GoodRx

There was a time when healthcare engagement largely centered around trusted endemic environments. Being adjacent to relevant health content provided credibility and context. That foundation remains important.  What has evolved is how people engage.

Today, individuals approach healthcare decisions with purpose. The rise of AI-driven search and next-step platforms, from search engines like Google to AI platforms like ChatGPT, has fundamentally shifted behavior. People are not simply browsing for information; they are seeking direction. They expect clarity, next steps, and solutions.  Utility has become the differentiator.

In this session, we’ll explore how this broader shift toward action and intent is reshaping healthcare engagement and why solutions built around real-world utility are uniquely positioned to drive measurable impact.

Masterclass: Why Physicians Filter Pharma Out - And What it Takes to Get Through: A Clinical Reality Check for Healthcare Marketers

Bryan O'Keefe, Business Director, Doceree

This masterclass examines the physician filter from the inside out. We'll explore how information overload forces doctors to develop sophisticated screening mechanisms, why brand-first narratives get tuned out while clinically relevant insights break through, and what separates trusted guidance from marketing clutter in the exam room. Attendees will learn how relevance, timing, and clinical context determine whether a message earns physician attention—or gets instantly dismissed.

Masterclass: More Effective DTC: So You Don't Subsidize Your Competitors

Keith Matt, GVP of Sales, PulsePoint

Did you know that your DTC efforts may be unintentionally subsidizing competitive growth? DTC succeeds when it motivates patients to ask their doctor for your brand. But more often, DTC drives patients into offices where rival brands have done the HCP education work. It turns out that the strongest predictor of whether a patient receives a prescription isn’t the ad they see, it’s the doctor they see.

This masterclass challenges the industry’s prevailing DTC paradigm and introduces a more effective approach: hyper-targeting the patients of doctors you’ve already primed. Instead of asking “Which patients should we reach?” the better question becomes “Which patients of which doctors should we reach?”

Beyond the Game: How Athletes Are Redefining Modern Brand Engagement

Moderated by Chloe Pastore, President, Strategic Alliances & Partnerships, Publicis Groupe Sports

Vernon Davis, Super Bowl Champion, Entrepreneur, and Producer

Chaunte Lowe, 4-Time Olympian, Public Speaker & Host of The Lowe Point

Ken Griffey, Sr., Legendary MLB All-Star & Champion

Deron Guidrey, Co-Founder & CEO, PlayersTV

In recent years, athletes have transformed themselves into full-fledged media brands, functioning not just as individuals, but as creator ecosystems. Their influence extends far beyond on-field performance into interconnected brand ecosystems represented by layers of podcasting, social content, community storytelling, and cultural commentary.

All Video Measurement is Not Created Equal

Moderated by Brad Liebow, CIO, PHM

Sarah Caldwell, GM, Crossix at Veeva Systems

Jason Patterson, Chief Analytics Officer, PHM

Robert Johnstone, Senior Director, DTC VBU, GSK

Drew Groner, SVP, Head of Sales & Marketing, DIRECTV

As the video landscape evolves, one truth has become impossible to ignore: measuring addressable, linear and CTV through the same lens is neither accurate nor fair. Traditional, one-size-fits-all approaches flatten the unique strengths, targeting precision, and outcome-driven value that addressable brings to the table.

This session will unpack why dollar-for-dollar comparisons fall short, explore the structural and methodological differences across video channels, and illuminate how the industry can adopt smarter, future-ready measurement frameworks. We will also clarify what "good" measurement truly looks like and announce an exciting new initiative designed to move the industry forward.

AI Search Innovation is Rewriting Media Targeting for Discovery

Moderated by Rachel Eckerling, EVP, Performance Media, PHM

Mandi Ciocca, VP Performance Content, PMX

Ben Grosse, Partnerships + Growth, Profound

CP McBee, North American AI Advertising Director, Microsoft

AI is reshaping how consumers discover brands, determining what shows up, how it’s framed, and which signals break through. As these systems take a more active role in curating information, media targeting is shifting from keywords and segments to influencing the outputs themselves.

In this session, experts will break down how marketers can adapt using emerging approaches like Answer Engine Optimization (AEO), earning visibility within AI-generated responses and Generative Engine Optimization (GEO), ensuring brands appear when AI composes recommendations. Experts will discuss how to build media strategies that don’t just reach audiences, but actively shape the signals, data, and context AI uses to decide what gets surfaced.

Masterclass: Aging Around: Rethinking Aging & Connecting with Today's Older American

Michelle Green, Manager, Global Ad Marketing & Intelligence at Paramount

Alexander Cammy, Senior Manager of Global Ad Marketing and Intelligence at Paramount

Older Americans are redefining what it means to age, challenging outdated stereotypes with vibrant lifestyles, evolving values, and growing cultural influence. As Baby Boomers and Gen X enter a longevity era, they are also becoming more hands-on in how they evaluate and prioritize their health.

PHM HealthFront attendees will get an "Industry First-Look" at Paramount’s research into how aging narratives are shifting and what that means for brands navigating trust, representation and relevance with today's ageless consumer. The full report and findings will be available to those who attend the session. 

Masterclass: The Attention Equation: What HCPs Open, Click and Ignore

Gwen Park, SVP and Head of Pharma Sales and Marketing, Health Monitor Network

Maryam Lustberg, MD, MPH

Monique Landrum, Omnichannel & Digital Marketing Lead, UCB

Healthcare professionals are exposed to a constant stream of information, yet only a small fraction earns real attention. This session explores how healthcare marketing is experienced from the HCP perspective—what feels relevant, what gets tuned out, and how context and intent shape engagement in today’s environment.

KEYNOTE: Engagement in the Age of AI

Haider Warraich, MD, Program Manager, ARPAH

Daniel Nadler, Founder, OpenEvidence

Preparing Healthcare Brands for an AI- Driven Future. As AI tools increasingly shape clinical insights, evidence generation, and patient experiences, healthcare marketing must evolve alongside them. This session brings together business leaders from top AI companies to explore how AI is changing the healthcare landscape, from medical decision support to patient education and what that means for marketing strategy

Validated Intelligence: The New Foundation of Trust in HCP Marketing

Moderated by Jason Patterson, Chief Analytics Officer, PHM

Andrew Stark, Chief Commercial Officer, PulsePoint

Katrina Eddy, VP, Tech Assurance, Alliance for Audited Media

Vincent Muehter, President, Formedics

The accuracy and integrity of data has never mattered more. How can marketers elevate data validation into a core strategic pillar, supported by shared governance and transparent standards. In this session, we’ll address the critical need for independent HCP data verification and how new frameworks can ensure the fidelity, accountability and trustworthiness required for next-generation engagement.

Masterclass: When Every Patient Counts: How Synchronized HCP and DTC Execution Drives Measurable Outcomes in Rare Disease

Jennifer Loga, VP Media Measurement & Analytics, Deep Intent

Most rare disease campaigns run HCP and DTC in parallel — but not in sync. There's a difference, and the data shows it. Drawing on findings from 52 rare disease campaigns across rare, ultra-rare, and micro-rare disease tiers, this session walks through what actually happens to new patient starts when both channels are built to work together — and gives agency and brand teams three concrete actions to take before their next rare disease campaign.

Masterclass: Feed the Beast: Scaling Human Connection in an AI-Powered World

Eric Peacock, Co-founder and President of MyHealthTeam and Chief Patient Officer, Swoop

With AI now dominating search, the "blue links" that once connected brands to patients are disappearing, creating a critical gap between clinical answers and the real-world validation patients seek. This shift requires a new strategy, moving from search-centric tactics to engaging patients directly within online communities where they are building trust and sharing experiences. By embracing communities as a core patient channel, brands can forge authentic connections and measurable impact.

Masterclass: The Sound of Medicine

Why Audio Leads - and Omnichannel Follows

Ryan Miller, Sr. Strategic Account Director, ReachMD

Clinicians don’t learn in static environments—they learn between patients, during commutes, and in the margins of their day. Education that aligns with that reality performs differently. This session explores why audio is the most natural and durable foundation for medical education, and how an audio-led strategy strengthens—not competes with—video, text, and visual formats. By designing for how clinicians actually consume information, organizations can move beyond fragmented multichannel tactics toward cohesive, reinforcing learning experiences that unfold over time and reveal meaningful engagement behavior.

In An Uncertain Regulatory Environment, Pop Culture Places Brands in The Zeitgeist

Moderated by Jeff Fischer, EVP, Head of Content, PHM

J. Carter, Associate Marketing Director, Botox Migraine, AbbVie

David Michael, Creative Director, Writer, Director, Producer

Aaron Archilla, R.N.

As capturing consumer attention continues to be challenging, thematically aligning with Entertainment to create fictionalized stories allows patients to see themselves authentically, better understand their options and change the narrative that comes with chronic conditions.

Leveraging the popularity and realistic portrayal of HCPs in the ER, Botox For Chronic Migraine is shining a light on real medical professionals living with Chronic Migraine, while caring for others. Inspired by and shot in the same tone & style as The Pitt, we follow 3 HCPs in the arc of one shift to see how they care for patients while managing the possibility of migraine onset. Through these mini-episodes, we’ll highlight a treatment path that underscores the possibility of managing Chronic Migraine while staying in the zone in your profession.

Turning Insight into Engagement in Men's Health

Moderated by Bob Kasunic, Global Client Lead, Publicis Groupe

Denise Campbell, VP Marketing Strategy, US Oncology & Enterprise Partnerships, Novartis

Delanie Walker, 3-Time Pro Bowler & NFL Legends Coordinator

Brooke Faw, VP, Client Experiences, Bespoke Sports & Entertainment

Men will mow the lawn with a fever but avoid a 20‑minute annual physical. They’ll deep‑dive Reddit threads for supplement hacks but skip preventive screenings that save lives. Men are 30% less likely than women to seek preventative care and 76% have at least one chronic condition (CDC). When it comes to prostate cancer, that number jumps significantly, 60% of men avoid screening even though early detection is the best way to save lives.

This session will explore how humor, culture, sports, community identity, creators, and frictionless digital pathways can break the cycle. The conversation stays fun, but the goal is serious: how can marketers meet men exactly where they are, and nudge them one step closer to actual care?