Hear from experts on the best practices and innovations in social media.
Videos in this program include:
* Includes Presentation Slides
*Getting America Back to a Health Care Powerhouse
Jim Davidson, Managing Partner, Polsinelli
In late November, the Senate Finance Committee began releasing discussion drafts that would formally initiate the debate on tax reform in Congress. These blueprints for action are precursors to legislation and indicate the goals that Chairman Max Baucus (D-Mont.) would like to accomplish in his last term in the U.S. Senate. Included among these drafts is a proposal that dramatically would change the tax treatment of advertising.
*Panel Discussion: Mandate a Better Engagement Scenario with
Patients via Healthcare Extenders
Moderator: Todd Greenwood, PhD, MPH
Panelists to include: Hope Warshaw, CDE, RD
Samuel F. Stolpe, PharmD, Associate Director, Quality Initiatives, Pharmacy Quality Alliance, Inc.
Kate Berry, Former CEO, National eHealth Collaborative
Educating at the point-of-care is a crucial point in the patient’s journey. Health Care Extenders (HCE) can enhance engagement and raise the level of health literacy for patients. Understand why HCEs play a pivotal role and how this is changing in light of the ACA. Learn the five must haves of every DTC campaign that are currently unaddressed to build your own successful HCE-driven patient communication.
*Patients with Multiple Morbidities: Refocusing the Communications Lens on a DTC ‘Blind Spot’ Mark Truss, Global Director of Brand Intelligence, JWT
Cathy Lennox, Owner, Galileo Research & Consultancy
Sarah Fitzharding, Owner, Galileo Research & Consultancy
As the US population ages and more than 50% of over 65s are living with two or more chronic health conditions, there is a huge need to redefine the current DTC Communications model. New groundbreaking research supports the need and benefits of shifting away from the current “Condition-Centric” model and refocusing instead on a “Patient-Centric” approach, which will provide a new, “whole” view of patients’ experience living with multiple conditions. This more accurate and authentic lens will help the pharmaceutical industry understand the impact that living with multiple morbidities has on patients’ health priorities and concerns, their relationships with doctors, their treating and compliance behaviors, and the practical and emotional impacts of their conditions on their lives, as well as on their response to DTC communications - offering exciting implications for all pharmaceutical marketers.
Advertising Trends: Are You Keeping Up?
Bob Garfield, Editor at Large, MediaPost
As an award-winning co-host of NPR’s On the Media, author of several marketing books, and Editor at Large with MediaPost, Bob Garfield is unequivocally the leading advertising critic. His perspectives on advertising trends are always cutting edge, often hilarious, but most importantly thought-provoking. Bob will discuss healthcare advertising, sharing his views on the good, the bad and the ugly creative concepts used by advertisers. Prepare to be amused, outraged and shocked by Bob’s talk.
The Future of Technology and DTC
Moderator: Ashik Desai, Executive Vice President of Business Growth & Analytics, ContextMedia
Panelists: Ben Putman, SVP, Innovation, JUICE Pharma Worldwide / Eugene Lee, Executive Vice President, Managing Director, Communications Media, Inc. / Cheryl Lubbert, CEO, Health Perspectives Group
Electronic Health Records, consumer-monitoring devices, remote diagnosis and prescribing, are all going to affect how consumers interact with their doctor and select health products and services. Hear from leading experts on what drug and device companies can do to leverage these trends.
Black Health Matters
Sheila L. Thorne, President/CEO, Multicultural Healthcare Marketing Group, LLC
The African American community is a large and important demographic in healthcare, but it can oftentimes be difficult to connect with as issues such as proper healthcare access or a lack of trust of the pharmaceutical industry create barriers for marketers. Multicultural marketing expert Sheila Thorne has found one of the solutions when it comes to marketing opportunities within this key population and has been designing qualitative and quantitative measures of success within the pharmaceutical business model.
*Case Study: DTC Marketing Automation – How Brands Can Activate
Data to Win
Chuck Hrushka, Executive Director of Marketing, Kowa Pharmaceuticals America, Inc.
Jeff Rohwer, Partner, Strategy & Co-Founder, Sentient
DTC marketers are overwhelmed with mountains of data. Market research, copay card redemptions, web analytics, CRM data, and of course, nRx/tRx sales figures are utilized to try and glean insights into what’s working in the marketing mix and why reactively. Many marketers are asking themselves, what good is all this data if I can’t use it proactively and in real-time to make direct changes to how I’m activating media and creative to deliver results? Through this case study, learn how to introduce marketing automation, fueled by data and insights, to deliver results through KPIs and, most importantly, script growth.
*Case Study: What’s New in Programmatic? Mobile Hypertargeting
& Campaign Measurement Fueled by Rx Data?
Shannon Gallagher, SVP, Analytics Services, Crossix / Chris Colella, Director of Pharmaceutical Business, 4INFO
Hyper-targeted programmatic mobile campaigns are highly effective at reaching target patients and driving impact. This case study presentation demonstrates that mobile is a valuable channel for reaching target health audiences and driving behavioral impact. When mobile is combined with hyper-targeting driven by predictive Rx data, it is an even more useful channel. In order to understand the Rx impact of your mobile campaign, you need to utilize the right methodology, which leverages actual patient treatment data.
*Digital Disruption: From Big Data to Focused Data
Jack Hogan, Chief Technology Officer, Lifescript
An abundance of data can sometimes be overwhelming. But with technology, marketers can graduate from big data to focused data. Focused Data allows companies to create smaller, hyper-targeted segments across key condition categories, with much greater relevance. For instance, by normalizing data down to approximately 400 data points, you can focus on one condition and/or targeting parameter to reach the most meaningful segments, which is particularly helpful if you are trying to connect with extremely niche audiences. Learn what impacts these disruptive innovations can do for you, your brand, and its messaging.
*The App-ization of Healthcare: Uber your Healthcare! The
Imminent Future of Patient-Centered Medicine
Michael Spitz, VP, Strategy, Klick Health
Mobile technology has changed consumers’ lives. We can now instantly summon a cab, order a meal, reserve a room, stream music and video, and socialize on our phone—so why can’t we effortlessly access the most important data of all, our health records? The wearables revolution has made health and wellness apps central to consumer electronics. This shift makes the measurement, analysis, and sharing of personal health data widespread. After privacy and security concerns are addressed, consumers will be able to “Uber” their healthcare. Discover how and what these changes all mean for you and your brand.
*The Prescription for Increasing Mobile App Downloads
Howard Goldberg, Sr. Account Executive, Evolving Verticals, Nielsen
Smartphones and tablets have become essential sources of patient engagement with approximately 2.5 million Americans using their mobile device each month to obtain medical information. Patients are increasingly leaving the doctor’s office with both an Rx for a drug as well as a mobile app. With thousands of choices in the marketplace, how can you increase adoption and downloads of your application? In this session, we’ll examine consumers who believe healthcare apps impact their health, explore their behaviors and attitudes to define app content, and discover marketing tactics to build awareness and downloads
Using Big Data to Mine and Map the Patient Journey
Liliana Gil Valletta, President, XL Alliance
Patrick Furey, Chief Data Officer, XL Alliance
In this presentation, attendees will preview an innovative insights process that mines unbiased, unfiltered, and real-time big data to identify meaningful interventions that improve access, treatment and outcomes for patients. In particular, insights for breast cancer patients will be shared. This new “social cultural intelligence” can empower managed care organizations, payors, and pharmaceutical companies seeking better patient engagement and results.
*Hispanic Healthcare Journey
Felisha Lewis, Vice President, Healthcare Insights, Nielsen
Carlos Gutierrez, VP, Strategy & Insights, Univision
Dr. Juan Rivera, Chief Medical Correspondent, Univision Communications, Inc. (UCI)
Looking to grow your business and improve patient outcomes? US Hispanics are your opportunity. Join experts from Univision and Nielsen as they share new insights from the Hispanic Healthcare Journey study, which brings to life the emotional, behavioral and cultural considerations for implementing Hispanic outreach. From the very first symptoms to obtaining treatment, participants will gain new insights to encourage patient-HCP conversations, adjust their communication strategies, and craft resonate messaging for Hispanic patients.
*President Trump: What Does It Mean for Healthcare?
John Kamp, Executive Director, Coalition for Healthcare Communication
What government changes can the healthcare industry expect with the now Republican-controlled Senate, House, and White House? With President Trump’s proposed transition to changing the Affordable Care Act, what will the implications be on consumers?
*State of the Industry Analysis
Jayne Krahn, VP of Product and Research Operations, Kantar Media
Jon Swallen, Chief Research Officer, Kantar Media
Join Kantar Media’s Jon Swallen and Jayne Krahn as they share an in-depth spending analysis of DTC marketing. This data session will delve into the rebound and evolution of DTC spending in the past few years to help you understand what changed and why, and project where future spending is headed. Analyses by category will also be shared.
Understanding Today’s Patient Experience
Moderator: Scott Ehrlich, COO, DTC Perspectives
Steven Millerman, President,EMCAY
Jennifer Mormile, Chief Industry Officer, Condé Nast
Reginald Ware, CEO, BlackDoctor.org
Roger Sawhney, Senior Vice President of Life Sciences Strategy and Business
Development, Outcome Health
Mike Collette, CEO, PatientPoint
With a more individualized customer base, today’s consumers demand that marketing better reflects their individual needs and personalities. Our expert panel will discuss how you can gain more traction in your efforts through better-tailored campaigns and programs. Glean insights about how to better understand the patient as individuals, including their cultures, buying experiences, and challenges with their diseases
“The Cure for The Common Hospital” – Successfully Repositioning a Small, State-of-the-Art Community Hospital Isadora Brown, Vice President, Lattimer Communications
Nicky Scott, Senior Account Executive, Lattimer Communications
This presentation will share the insights and strategies implemented to reposition a small, state-of-the-art, community hospital -- a place that would remind patients of the care that had disappeared from healthcare.
*30 Day Countdown to ACA 2.0: From Untapped Demand to Focused
Growth, Retention & Cost Management
Carlos Santiago, President/Chief Strategist, Santiago Solutions Group
How will the second open enrollment further shift the face of insured consumers, redraw market shares and demand changes in the way insurers, hospitals, drug retailers and pharma deliver health care solutions? As exchanges scale up, these dynamics will accelerate the shift to consumer-centric approaches – simpler, more effective, more efficient consumer touchpoints on the go for the highly multicultural exchange population. Increased competition among insurers, hospitals, drug retailers is certain while the newly insured becomes savvier, expecting smoother experiences, more guidance to manage their families’ health while increasing their value perceptions. Join us to explore how marketing effectiveness becomes a powerful advantage through emerging approaches and solutions
Communicating to the Asian Market Segment Panel
Moderator: Saul Gitlin, Chief Marketing & Strategy Officer at GlobalWorks
Panelists: Jay Kim, Managing Director, AAAZA / Eileen Chin, Director of Strategy, Ten Health / Giancarlo Pacheco, Co-Founder and President, PCA
This panel will take a cross-agency look at different ways to market healthcare products and services to the Asian consumer segment, looking at media mix, creative, and culturally competent marketing.
Communicating to the Hispanic Market Segment Moderator: Eduardo Perez, President, PM Publicidad
Panelists: Jose Villa, President, Sensis / Oscar Padilla, VP-Strategy, Luminar / Eric Talbot, VP Brand Solutions, Univision
This panel will take a look at the best ways to reach the Hispanic consumer. It will show how best to utilize traditional and social media, how to choose your media mix, and how to best understand the purchasing habits and brand loyalty of this consumer segment.
*LGBT Market Insights, Best Practices, and Case Studies
Tom Roth, President, Community Marketing
Gay and lesbian is no longer an “emerging” multi-cultural market segment. Many leading brands are seriously engaged with the LGBT community and gauging trackable ROI. How can you identify market opportunities, communicate effectively, and measure results? Thomas Roth will share the perspectives, tools and best practices that you need to be successful.
Marketing to the African American Consumer
Moderator: Bob McNeil, President & CEO, ImagesUSA
Panelists: Vickie Gogo, Senior Vice President, Campbell & Company
Sheila Thorne, President & CEO, Multicultural Healthcare Marketing Group
Isadora Brown, Vice President, Lattimer Communications
This panel will examine different cases on how to market healthcare to the African American consumer. Panelists will discuss culturally competent marketing, specific campaigns that were and weren’t effective in marketing healthcare to African American consumers, and how your company can do a better campaign to reach African American consumers.
*Together We Are Greater Than Aids
Caroline Jackson, Associate Director, Kaiser Family Foundation
Trina Scott, Program Officer, Kaiser Family Foundation
Greater Than AIDS is a leading national public information response focused on the U.S. domestic HIV/AIDS epidemic. Through targeted media messages and community outreach, Greater Than AIDS and its partners work to increase knowledge and understanding of HIV/AIDS and confront the stigma surrounding the disease, while promoting actions to stem its spread. Messages and community efforts strike a balance between a general population response – reinforcing that all Americans, whether HIV positive or negative, play a role in realizing the possibility of an AIDS-free future – and more targeted responses focused on communities and populations most affected.
*A Burgeoning Opportunity: The 50 + Hispanic Consumer
Louis Maldonado, Partner, Managing Director, d expósito & Partners
The 50+ segment of Hispanic market is the fastest growing segment of the total Hispanic market. But few advertisers in the Healthcare/Pharma industry have targeted this segment. Insights and lessons learned from programs targeting this segment will be presented from work with clients like AARP.
*Believe What You Hear: Hispanic/Multicultural insights and
their Impact on Healthcare Perceptions
Myrna DeJesus, Senior Vice President of Planning, PM3 Agency
Perception can sometimes be reality, and that can be true regarding minority perceptions of healthcare. While these generalizations are rarely accurate, they are rooted in some truth. Whether a mistrust of doctors or a cultural misunderstanding of insurance, there are cultural reasons why people have certain perceptions. This session explores the background and cultural habits that affect perceptions of healthcare among minorities and how marketers can address and change these perceptions.
Increasing Racial & Ethnic Diversity in Clinical Research:
Meeting the Challenges from Molecule to Market
Sheila L. Thorne, President/CEO, Multicultural Healthcare Marketing Group, LLC
Clinical research is the foundation for the practice of evidence-based medicine. Once approved by the FDA, the therapy becomes available for physicians to prescribe to their patients. The more diverse the participants in clinical research, the more confidence physicians have in study results and the benefits of the medicine to all people, and the more strategic advantage in marketing to consumers and physicians who treat people of color. Blacks, Latino and Asians participate in clinical research far below their representation in the population. This presentation will address the reasons for low participation of diverse groups, the challenges, the barriers and the solutions to recruiting and retaining diverse participants in clinical research.
Taste the Rainbow: Best Practices in LGBT Healthcare Marketing
Moderator: Andy Bagnall, Executive Vice President of Strategic Direction, Prime Access
Panelists: Todd Evans, President & CEO, Rivendell Media / John Hreha, Account Executive, VIACOM / Todd Paschen, Executive Vice President of Sales & Advertising, EDGE Media Network / Rae Votta, Senior Account Planner, Prime Access
What do Hillary Clinton, Wells Fargo and Oreos have in common? They’ve all identified LGBT consumers as a viable segment and are actively courting them with culturally-relevant communications. But what about the health care category? Is this another example where we are behind the times? Absolutely not. Our panel of LGBT experts will share trade secrets and tips on how to tap into LGBT media and culture to drive business results. See what other brands are doing to make health care a little gayer.
The State of Multicultural ACA Marketing: Hurdles, Opportunities
Carlos Santiago, Chief Strategist, SSG & Chair of AHAA’s Research Committee
In 2010, the Health sector allocated a mere 3.7% of its overall AdSpend towards Hispanic media. That share has sky-rocketed as competitors raced after the vast multicultural consumer opportunity in the exchanges. This presentation examines the relationship between Hispanic dedicated efforts and overall revenue acceleration, the so called ACA feasible/eligible opportunity gap for Open Enrollment 3 and beyond, as well as the Multicultural opportunity coming from this next Open Enrollment. Also, we’ll be looking at what states are closer/further to their multicultural potential, how is effectiveness as depicted by Hispanic, African American market shares before & after ACA, and how have players attained higher effectiveness in acquiring multicultural consumers.
Advertising That Motivates Behavior Change in the Asian American
Edward Chang, President, A Partnership
Asians represent the fastest growing ethnic segment in the U.S., and are projected to be the largest immigrant group by mid-century, which has substantial implication for health marketers. Asian Americans are a culturally and linguistically diverse consumer segment, with different cultural norms and predispositions. In this session, we will share strategies that will help marketers build relevance in the Asian community, and drive action.
*The Health Behavior Change Trifecta: Change Behavior, Improve Outcomes and Reduce Cost
David Nickelson, PsyD, JD, Director of Digital Strategy, Sapient Government Services
Changing health behaviors to improve outcomes and reduce costs is the key in today’s evolving health care marketplace. But often the hardest part is knowing how to start & think differently about what’s next? Attendees to this event will learn about how to undertake first-generation transformational multichannel digital efforts through examples from helping consumers improve diabetes self-care, stop smoking and recognize and reduce bullying behavior, and will hear about second generation efforts that are currently in development.
*A Patient Engagement Technology Case Study
Bonnie Ben-Shmuel, Senior Product Manager, Pfizer
Robert Palmer, EVP, Managing Director, JUICE Pharma Worldwide
Patients are increasingly using mobile technology to help them track their health and wellness. It was only natural then when launching HemMobile, an award-winning hemophilia app, Pfizer and JUICE Pharma Worldwide reached out to hemophilia patients throughout the design and production process to ensure a truly collaborative effort.
*Mapping the Patient Experience using Massive Data
Joseph Priest, VP of Pharmaceutical Partnerships, Practice Fusion
Keri Hettel, VP, Director of Analytics, Razorfish Healthware
Jamison Barnett, CTO, Verilogue
Verilogue, Razorfish Health, and Practice Fusion have partnered to build a patient experience map leveraging real world evidence from Practice Fusion’s EHR and PHR platform and the real world behaviors of doctors and patients both online and in the office. For the first time, large scale medical records, pharmacy data, claims data, lab records, online
*Pharma Marketing: Tap the Power of Behavioral
Daryl Travis, Author of Emotional Branding & Founder/CEO of Brandtrust
People are driven by a deep emotional desire to be and feel normal, yet illness and disease robs them of that potential. Behavioral economics principles can be used to promote better health care and healthy habits, and thus increase patient adherence to prescribed brands and dosing regimens.
*Vaccinations: Linking Awareness, Access, & Action
Rob Blazek, Vice President, Network Strategies, Rx EDGE Pharmacy Networks
Cathy Paulson, Director of National Accounts, Biopharmaceutical Development, Walgreens
According to a February 2015 study from the CDC, vaccination coverage levels among adults in the U.S. are extremely low for most routine, recommended shots. It is clear that not enough progress is being made in adult vaccination rates and there is a need to continue efforts to educate and remind people that they need vaccinations
Optimizing Your Marketing Investment- How Smart Marketers Think About POC Communication
Matt McNally, President, Publicis Health Media
Point of care is a critical junction in healthcare management. Learn from one of the industry’s top strategists to establish what will work best for your brand’s