Agenda: The PHM HealthFront 2023

The Power of Supportive Care and Community in Cancer Treatment

Patrick Dempsey, Steve Alperin

9:40 AM - 10:05 AM

Cancer is the second leading cause of death in the world, resulting in more than 10 million lives lost per year worldwide.
And while there are critical treatments and ongoing advances in oncology, there is so much more that patients and their loved ones need to support their cancer journey.
After watching his mother’s journey with ovarian cancer, actor Patrick Dempsey wanted to create a space where those impacted by cancer could find relief, comfort, and resources. The Dempsey Center opened its doors in Maine, Dempsey’s home state, in 2008 and today provides care and support to hundreds of individuals and their families at no charge. For our Day 1 Keynote, we are excited to welcome Patrick Dempsey and SurvivorNet Co-founder and CEO, Steve Alperin, to the HealthFront stage for an inspiring conversation about the power of community in delivering critical resources, comfort, and care to those impacted by cancer.

MASTERCLASS: How to Talk to Patients: Guidance from the SurvivorNet Community

Steve Alperin, Dr. Heather Yeo, Suzette Simon

10:40 AM - 10:55 AM

This masteclass will give you highly practical tips on the most effective techniques, as well as the pitfalls, in speaking to patients with chronic disease and cancer. The masterclass will feature Steve Alperin, the CEO and founder of SurvivorNet, Dr. Heather Yeo, a noted colorectal surgeon from New York-Presbyterian Hospital/Weill Cornell Medical Center; and Suzette Simon, patient advocate for black women and breast cancer. The session will cover the disparities issue from the perspective of a patient who has seen it all, and now advocates for other patients with humor, candor, and empathy. We will also get the physician perspective on what patients want to hear most from their support network while navigating their disease.

Separating the signal from the noise: The power of data to drive better health outcomes

Ray Rosti, Matt Bouchard

11:00 AM - 11:20 AM

One-third of the world’s data is considered “health data” leading to many new players and solutions in the health data landscape. How can we make sense of this data deluge to identify the signals that matter? Further, how can we use data signals to identify an optimal audience and data mix that allows us to achieve scale in audience targeting? In this panel, experts from data and tech powerhouses discuss harnessing the right data signals to help marketers better connect to audiences, achieving both their business and health outcome goals.

DocGPT Will See You Now: AI in Healthcare

Dr. John Whyte, Jason Patterson

11:31 AM - 11:51 AM

As every industry forecasts the potential and perils of ChatGPT or other AI technologies, health is finding new ways to incorporate AI in a very human business. No stranger to new technologies, health is uniquely positioned to leverage AI to find efficiencies, especially amid physician shortages. However, are there applications we should be weary of? In this fireside, Dr. John Whyte, Chief Medical Officer of WebMD, discussing the future of AI in our industry.

MASTERCLASS: 3 Wellness Goals To Improve Your Health in 2023

Dr. Karla Robinson

12:20 PM - 12:35 PM

What if I told you that incorporating 3 new habits into your day could radically change your wellness trajectory in 2023—would you believe it? I’m sure you’d imagine the list to include trying to achieve or maintain a healthy weight. But what if there were 3 things you could do each day for 30 minutes, that don’t involve watching the scale at all—would you believe it? Here are 3 “gems” of information that will get you on track to living a healthier life, in just 30 minutes a day.

MASTERCLASS: Moving People Forward: Insight Unlocks a New World of Content

Alec Morrison

12:40 PM - 12:55 PM

Relevancy, trust, ease and empathy are critical content traits when engaging individuals managing a condition. But to craft such content successfully, pharma marketers must first understand what individuals need to power their lives in a holistic way. In this session, we’ll examine the role of insights in unlocking a new world of content, and how it’s fundamental to delivering the confluence of stories, formats and environments that can successfully impact condition management and truly move people forward.

MASTERCLASS: Using Zero-party Data to Overcome DTC/HCP Communication Hurdles

Denise Esakoff

1:00 PM - 1:15 PM

In today’s competitive pharma market, staying top of mind among physicians and patients is essential for a brand’s success. Discover how to exponentially power up DTC Pharma marketing efforts in an efficient way through synergistic messaging to patients & their HCPs. Learn from a compelling case study illustrating how leveraging zero-party data to match patients exposed to a brand’s ads to their physicians drives elevated brand awareness, conversation among target patients and their physicians, and increase conversion.

Social Media for Health: Achieving a balance of innovation & brand safety in uncertain times

Yale Cohen

1:18 PM - 1:35 PM

Social media has become one of the fastest growing mediums in the media landscape, offering an authenticity of voice and content like no other. Brands have flocked to social channels to connect more deeply with audiences, and it is paying off. For healthcare and other verticals, social has become a vibrant testing ground to explore new and innovative ideas. But given the tumult of the past year, we’ve also seen growing concerns with brand safety leading to new limitations and notable exclusions in the social landscape. In this session, we will talk about the promise of innovation on social specifically for conservative or regulated industries, like healthcare, alcohol, and more to explore ways brands can balance social media’s promises with brand safety as we move swiftly into the future.

Driving better consumer experience through retail Point of Care

Sarah Bast, Laura Jensen

1:38 PM - 1:58 PM

The retail pharmacy often represents the last mile of the sale for many healthcare products. Its role in the marketing mix has grown significantly in recent years while the opportunities at retail have also exploded, requiring a holistic omni-channel approach. To fully take advantage of the promise of retail, we must consider how Point of Care integrates into these new omnichannel opportunities. Explore the new and innovative ways we can connect with consumers at a critical moment in their purchase journey, while also creating a more personalized and powerful brand experience for them.

Driving Speed to Market through a new approach to Content

Jeff Fischer, Yosef Johnson, Kim Iadevaia, Craig Haines

2:05 PM - 2:30 PM

We all want our brands to get to market faster, to be backed by engaging content that is easy to produce and reflects and connects with culture in more immediate ways. But the process from concept to content in-market often feels like an eternity. After all good ideas aren’t born overnight and production is a process, not to mention the internal challenges and reviews that happen in advance. But what if are able to turn the model on its head? To use our very enemy, process, to move faster and get into market with timing that in unheard of in healthcare. At least for some of our content. In this session we will explore how a new approach to content overall can drive innovation, connection and greater cultural relevance for our brands.

The Power of HCP Peer to Peer Influence

Dr. Jessica Shepherd, Dr. Patrice Harris, Dr. Jenny Yu

2:34 PM - 2:59 PM

Patients are increasingly turning to new sources of healthcare information, be that social media or community forums. As a result, HCP are facing an information overload, at overdrive—how are they to face the new speed of content while providing the care and engagement that their patients expect? HCP are turning to their peers to hear how they parse the content surge determine the most valuable innovations and medical advancements. In this session, we’ll hear from HCP on the powerful ways professional connection can improve care.

Start your engines: consumers driving new search trends

Pete Levin, Dr. Garth Graham, Stefani Klaskow, Kim Dolan

3:05 PM - 3:30 PM

With information sources diversifying, so too is search behavior -- and consumers are leveraging additional channels and methods to fuel their discovery journeys in healthcare. While intent remains at the forefront, Social platforms offer new means to surface content and supplement the more clinical information traditionally provided by Search engines, paired with authentic and personal user-generated perspectives. This panel will investigate how marketers can capitalize on these behavioral shifts and evolve the Search approach to stay in the fast lane.

MASTERCLASS: The Art of Patient Storytelling: Strategies for Success

Jen Bishop, April Boddie

3:40 PM - 3:55 PM

Will reveal the secrets behind effective patient storytelling, displaying strategies to capture identifiable patient experiences. Led by HealthCentral’s VP of Multimedia, Jens Bishop, and joined by chronic condition warrior and comedian April Boddie, this session pulls back the curtain on patient storytelling and key tactics to drive engagement. Effective health care marketing requires thoughtful communication, and a multimedia storytelling platform is the perfect opportunity to share realistic and relatable experiences through the lens of a chronic condition patient. Attendees will walk away with a deeper understanding of utilizing storytelling as a tool to educate, engage, and empower, all with the goal of changing patient lives one story at a time.

The Clock Is Ticking: Industry Embracing and Bracing for A New Measurement Currency

Sam Armando, Robert Winston, Josh Chasin, Jodie McAfee

4:10 PM - 4:30 PM

In September 2024, the current metric used for the industry currency will sunset, and we will move to cross-platform, campaign-based measurement intended to better capture the way people consume video content today. While this is a welcome advancement, it comes with plenty of challenges that range from how the data are collected to how it will impact business planning and investment. In this session, we will hear from the leading alternative measurement providers and network sellers to discuss these challenges and help pave the way for marketers to embrace a new industry currency.

How Investors, Scientists and the Media Can Help Women Find Flow

Samantha Skey, Stacy London, Jill Jaroch

4:32 PM - 4:52 PM

Whole life health acknowledges that women are more than a sum of their reproductive parts. Women’s biology has been overlooked for centuries, with the majority of research investment focused the male brain and body. Flow offers the latest science and most resonant stories to unite, inform and empower women to pursue their whole-life health. In this conversation, we will explore the innovations and scientific advancements in women’s health and how investors, the medical community and the media can improve access and opportunity for women and help them find flow.

Performance & Discussion: Mindfulness Gets a Remix

Jeff Arnold, Anthony Veneziale, freestyle+

4:54 PM - 5:54 PM

We are thrilled to welcome freestyle + to the HealthFront stage for the first time. freestyle+ is revolutionizing the way we build mindfulness, using improvisation to find flow and drive mental acuity. This one-of-a-kind interactive session combines the talents of Tony-award-winning performers from Broadway’s Freestyle Love Supreme with science-backed learning frameworks to inspire resilience, confidence, and creativity. Join us to learn how to build mental fitness and connection at scale and see freestylers perform at the top of their game. After the session, Jeff Arnold, CEO of Sharecare, will join the stage for a post-show discussion on how improv increases psychological safety, equity, and active mindfulness across teams.

Education, awareness and support: How and why to leverage POC to drive patient engagement throughout the product lifecycle

Jordan Osborne, Sarah Bast

9:00 AM - 9:15 AM

Patients consider the content they see at the point of care more reliable (20%) than messaging on TV (8%) and social media (10%), and they also feel more motivated to start conversations with their doctor after viewing medical information at the POC, patient survey data shows. And thanks to recent digital innovations that have revolutionized the channel, its use cases have multiplied to span the entire patient journey.

This conversation will highlight patient survey results and strategies for POC messaging that go beyond its traditional use as a “reminder channel” and explore the benefits of implementing POC patient engagement to achieve brand objectives at every stage of the product life cycle.

The Power of Storytelling in Health Comes to the HealthFront

9:39 AM - 9:59 AM

The art of storytelling is as old as time itself and yet it has never been more prevalent or important than it is today. The explosion of technology, platforms and channels has democratized the process and created opportunity for more storytellers to emerge, redefined the idea of influence and how to build community. What remains core to it all is great stories have the power to move, educate, inspire and motivate people to action. Join at us the PHM HealthFront as we explore the opportunity in the health and wellness space to partner with storytellers who can help us share experiences that normalize vulnerability in a positive way while encouraging our audiences to seek the help and support they need.

Harnessing the Power of Omnichannel Marketing in Health

Ravit Ansal, Chet Hilton

10:00 AM - 10:15 AM

Omnichannel marketing is an oft discussed topic in the world of marketing with companies striving to find the right balance of approach, talent, and tools to truly achieve omnichannel’s promise of more powerful insights and deeper customer connection. In this session, we will speak with one of healthcare’s most prominent Chief Digital and Technology Officers about his ambitions for omnichannel marketing as a force to better connect with patients, deliver smarter media and inspire creative programs that not only drive change in how we operate, but drive better engagement for better health outcomes.

The Proliferation of CTV: Harnessing its promise and precision while navigating the need for content

Melissa Shapiro, Sachin Nanavati, Eric Lloyd, Mallory Halva, Mark Griffin

10:45 AM - 11:10 AM

CTV has seen blockbuster growth in recent years, with an anticipated 14.4% increase this year alone. With new providers and solutions seemingly cropping up overnight, marketers must navigate great opportunity at the risk of fragmentation. In this panel, we’ll discuss how marketers can successfully navigate the change in consumer viewing habits, leveraging data-driven targeting and making the best of CTV investments while managing the increasing need for content in this space.

How Diverse Owned and Targeted Media Create New Pathways for Connecting Health Brands to the Most Marginalized Communities?

Lisa Torres, Gisella Fu-Ripp, Tammy Johnson

11:56 AM - 12:11 PM

The Once & For All Coalition: A connector for brands to leverage authentic storytelling and connection to community through media. In 2021, Publicis took steps to go beyond the usual diversity promises to focus on a commitment to long term-change in diverse media investment. The creation of The Once and For All Coalition has brought together diverse creators, diverse-owned and targeted media partners, researchers, and clients to create a long-term inclusive advertising model in the marketplace. Once and For All goes beyond devoting a percentage of investment to diverse suppliers to focus on breaking down legacy barriers to create authentic and equitable change. Join the leader of this important industry Coalition, Lisa Torres, and two of its key partners, Alpha Precision Media and LATV, as they discuss what real, meaningful change looks like and how they connect health brands to marginalized communities.

Powering Smarter and more Effective HCP & Brand Relationships

Brian Geist, Andrew Burkus, Mike Boggs

12:12 PM - 12:37 PM

The tendency to think of HCPs only as targets limits the potential and power of their value. If we move beyond simply understanding specialty and category writing behavior, we are able to employ strategies that develop longer term relationships. While this is aided by deeper, data-informed tools and ability to mine historical interactions, relationships are built on understanding HCP needs and delivering value. In this session, we will dig into the unique ways in which brands can build deeper connections with HCPs and in doing so, unlock the value that they uniquely hold for brands and patients in the long-term.

The Intersection of Psychology and Pop Culture: The Power of Audio to Break Down Health Barriers for Black Women & Girls

Dr. Joy Harden Bradford, Thea Mitchem

12:38 PM - 12:58 PM

In the past few years, we’ve seen an explosion of storytelling in the health and wellness space. People have embarked upon telling their own stories in hopes of normalizing conditions and motivating others to seek help.

Join us for a fireside chatting featuring Dr. Joy Harden Bradford, host of the wildly popular mental health podcast, Therapy for Black Girls and Thea Mitchem, EVP of Programming at iHeartMedia as they examine the intersection of psychology and pop culture and discuss the importance of making mental health topics more relevant and accessible for Black women and girls. Discover how podcasts help unpack complex topics through human connection and the lens of storytelling.