OnDemand Access: 2021 Xpectives.Health Summit

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Xpectives.Health Summit: OnDemand

Did you miss the in person Xpectives.Health Summit in Boston? Watch the sessions OnDemand! Scroll down to see available sessions.

Sessions for:
DTC 101 | DTC National | Multicultural Health | Digital & Social Media

DTC University: DTC 101


Welcome Remarks

DTC 101 Courses:

Introduction to Direct-to-Consumer (DTC) Marketing

This streamlined course will outline the basics of DTC Marketing 101, creating a roadmap for the subsequent courses. Learn about DTC Marketing, its role, and the different strategies and uses of this unique advertising channel.
Brent Rollins, RPh, PhD
Associate Professor of Pharmacy Administration,
PCOM – Georgia School of Pharmacy

Understanding The Regulatory Issues in DTC

DTC Marketing is a unique industry in which to operate. Learn about the nuances, regulations, and restrictions specific to this marketing industry – and most importantly, how to effectively operate within them.
Moulakshi Roychowdhury, PharmD, JD
Executive Director, Regulatory Affairs – Advertising & Labeling,

DTC 101 Courses:

The Basics of Targeting and Segmentation

Data-driven consumer profiling is crucial for reaching your target audience, but big data can be overwhelming. This course will help you understand how to find the right patients, providing them with the right information at the right time.
Chris Neuner
SVP and GM of Digital Health Solutions,

Fundamentals of Mass Media Marketing

Mass media comprises the significant majority of DTC budgets typically. By gaining a solid understanding of how to utilize theses media channels properly, you can optimize your campaign’s performance and effectiveness.
Beth Harper Gray
Gray Matter Marketing, LLC

Understanding the ROI of DTC Marketing

What is ROI and how do you do it well? This course will lead you through all stages – from pre-testing to launch to optimization to forecasting. Learn how to develop the right model for your brand, setting appropriate benchmarks along the way.
Fred Church
Format Analytics

DTC 101 Courses:

Understanding Disease Education Campaigns

Learn what important factors you need to know when developing the first communications patients will see about your treatment.
Melissa Andrews
Vice President, Client Service,

The Basics of DTC Marketing at the Doctor’s Office

Advertising within a doctor’s office is called ‘Point of Care’ advertising. Examples of this include TV advertising, brochures, or wall advertising in the waiting room or exam room. Point of care provides critical information at the point where patients are often highly receptive. Learn best practices for developing ad creative, product lifecycle considerations when creating a media plan.
Linda Ruschau
Chief Client Officer,

DTC 101 Courses:

The Fundamentals of Digital DTC Marketing

Learn digital best practices and emerging innovative practices. Grounded by empirical evidence taken from a database containing thousands of tested digital ads/programs, learn the benefits for and growing focus on DTC digital advertising for pharma.
Mike Spitz
Chief Strategic Storyteller,
Blitz Strategy, LLC

Basic DTC Digital Marketing Strategies

Learn digital best practices and emerging innovative practices. Grounded by empirical evidence taken from a database containing thousands of tested digital ads/programs, learn the benefits for and growing focus on DTC digital advertising for pharma.
Frank Chipman
Vice President, US Healthcare Division,


DTC National


Welcome Remarks

COVID Impacts at the Point of Care

COVID impacted the experience at the Point of Care, but that continues to evolve as healthcare institutions adapt to managing patients during a pandemic. Attend this session to gain insight into current trends and how POC media performed during COVID. Data will demonstrate the power of POC on pharma brand promotional strategies, even during a pandemic.
Nicole Divinagracia
Executive Director,
The Point of Care Communication Council
Sarah Bast
SVP, Point of Care Lead ,
Publicis Health Media

COVID Impact – The Latest Trends on Health Behavior During COVID and Implications for DTC

ZS will share the latest findings from their COVID Pulse study, an ongoing tracker of patient and physician perceptions around health care amid COVID, and how these perceptions are changing the nature of how patients and consumers engage with pharma messages.
Yasasvi (Yash) Popuri
Victoria Summers
Associate Principal,

How a Revolutionary Approach to Market Research has Transformed Pharma Brand Engagement

Some of the most advanced digital tools and methodologies used by Big Tech are revolutionizing market research for healthcare. Current traditional approaches and tools used to understanding the patient experience can leave gaps, preventing a marketing team from fully hearing the patient’s voice. But thanks to a unique combination of innovative technology and human-powered analytics, you can blend head and heart to get at the core of what motivates patients to take better command of their health and wellness. Through a medical device case study, discover how a novel, agile methodology was employed that provided distinctive insights and actionable recommendations and drove measurable results for the brand. Truly hear the voices of your patients, precisely understand them, and expertly apply these learnings to optimize your marketing communications.
Kathryn Ticknor Robinson
Head of Research,
inVibe Labs

Points of Care: Provider Perspectives on Healthcare’s Reinvention

The reinvention of healthcare delivery is here. Thanks in part to COVID-19, point of care is now points of care, offering new engagement opportunities across the entire patient journey. These expanded touchpoints—coupled with higher-than-ever patient expectations for highly personalized, tech-enabled experiences—requires brands to embrace what’s next to reach today’s patient. Attend this session to hear what patients want in their own words, learn how healthcare providers are leveraging new forms of tech-enabled engagement tools to reach them and see how brands can play a valuable role in what’s next in doctor patient engagement.
Mohammad Jahanzeb, MD, FACP, FASCO
Chief Medical Oncology Scientific and Strategic Advisor, GenesisCare
Founder and Managing Partner, Florida Precision Oncology Research and Consulting, LLC
Clinical Affiliate Professor, Department of Integrated Medicine,
Charles E. Schmidt College of Medicine, Florida Atlantic University
Linda Ruschau
Chief Client Officer,

*Sponsored Session* The Persistence of Care: How Insulet, maker of Omnipod, and InStep Health Partnered to Create a Genuinely Omnichannel Marketing Campaign

Learn how a revolutionary med-device and the industry’s only continuum of care platform joined forces to deliver meaningful branded education and actionable messaging to patients with diabetes and their providers in the office, consumers and pharmacists in the retail pharmacy, and digitally in all the spaces in between.
Lucas Escobar
Senior Manager, Consumer Marketing,
Insulet Corporation
Michael Byrnes
Chief Sales Officer,
InStep Health

The Future of the Pharmacy and the Pharmacist

COVID-19 helped reinvigorate the role of the pharmacy and pharmacist, with digitalization and virtual health accelerating its transformation. In this panel discussion, our innovative thought leaders will address: how the pandemic is reshaping this ecosystem; emergent opportunities that challenge traditional models; and the growth of ecommerce and the consumerization of this point of care segment.
Ritesh Patel
Senior Partner, Global Digital Health,
FINN Partners
Timothy Aungst
PharmD, Associate Professor – Pharmacy Practice,
Massachusetts College of Pharmacy and Health Sciences
Dr. Amit Gir
CEO and Co-founder,
Phox Health
Parisa “Risa” Vatanka, PharmD, CTTS
Senior Director Corporate Alliances,
American Pharmacists Association

Addressing Health Disparities

Marketing to multicultural audiences requires several key factors – and without them, your campaigns and programs will miss the mark. Our expert authorities will help you learn how to build an internal business case and educate internal review boards. Additionally, they will share advice on finding those unique insights, engaging with those who are directly impacted, and harnessing the power of the community. This panel discussion will leave you with the tools needed so you can create intentional, authentic communications that build genuine relationships with multicultural populations.
Steve Millerman
Bob Ehrlich
DTC Perspectives
Jessica Shepherd, MD, MBA, FACOG
Chief Medical Officer,
Eileen Chin
Managing Director,

ENTRESTO’S “Change of Heart”: Reinventing the MOA

The brand team behind this year’s multi award-winning patient education video tells the story of its creation – from the obstacles preventing patients from clearly understanding Heart Failure to a demonstration of how the power of music and visual storytelling combined to overcome them.
Maria Sanchez
Associate Director, Consumer Marketing,
Jan Franks
Group Creative Director,
McCann Health

Using Advanced TV for Patient Engagement

IQVIA and leading industry experts discuss the application and effectiveness of advanced television at various stages of a drug’s lifecycle – from launch, to adoption, adherence, and LOE. Discussion will include the role of advanced TV in patient adoption and retention, marketplace insights, and success stories from IQVIA and key partners.
Brett Saunders
Director of Innovative Media,
Mallory Halva
Director, Client Partnerships – Pharma,

*Sponsored Session* Content Speakers: Using Data Signals as a Portal into Patient Needs

Patient needs extend beyond their condition — there are multi-dimentional people behind each diagnosis searching for answers about their interests, hobbies, emotions, lifestyle choices, and more. Now, more than ever, it’s important to find ways to understand consumers as a whole. We can better reach them — and support them — when we do. In this session, we’ll discuss how unique first party data solutions can provide valuable insights about what users are looking for, and how pharma brands can use these findings to reach the right people at the right time, helping to meet consumer needs while driving business results.

Joetta Gobell
Vice President of Research & Insights,
Rob Stephen
Senior Vice President, Marketing,

Combatting Fragmentation and Rebalancing Media Budgets for the Next Normal

During periods of rapid change, audiences are always on the move. As we head into the next normal, advertisers face the challenge of rebalancing their media budgets to reach viewers across an increasingly fragmented and unbalanced ecosystem. Over the past 18 months, TV audiences have shifted into streaming at a rate which requires pharmaceutical marketers to look afresh at their balance of linear TV and ad-supported streaming to ensure they’re reaching consumers where they’re watching. Join Ryan Wilson, Director of Health and Pharma, and George Carens, Director of Insights, from Samsung Ads for a presentation on how advertisers can fight fragmentation with insights from a new report underscoring why it is critical for TV Advertisers to apply 40% of media budgets to ad-supported streaming to avoid missing nearly 81% of mostly streaming households.
Ryan Wilson
Director, Health/Pharma,
Samsung Ads
George Carens
Director of Insights,
Samsung Ads

DTC Digital Advertising in the Diabetes Category: How to Optimize Your Creative Performance

A collaboration with Luminas and MetrixLab, this groundbreaking partnership takes in-context digital media advertising learning to the next level by understanding how digital best practices apply to DTC advertising and what are unique strategies for the category. Learn the digital creative best practices for DTC advertising and determine how to apply this approach to your business to generate maximum ROI for your digital media campaigns.
Felisha Lewis
Rick Candelaria
Senior Vice President, Global Innovation,

Is Pharma Advertising Turning Off Pharma Audiences?

The cultural code around chronic conditions is shifting. Social media is increasingly encouraging them to be their authentic selves and demand that their needs be respected. This shift is increasingly being seen in television, sports, and film, but pharma brands are lagging behind. This session will share survey results, including how most majorities do not believe that pharma “gets” what it is like to live with their condition and that only a small minority believe that pharma advertising authentically portrays their condition. Pharma needs to shift away from traditional approaches to testing work and start tracking how the conversation around chronic illnesses is changing in social media and popular culture. Prevent your work from looking increasingly out of touch and failing to connect effectively.
John Kenny
Head of Strategic Planning,
Intouch Group

12:45-1:30 ET

Preparing for the Future of Digital Marketing

What should health marketers do today to prepare for the future deprecation of third-party cookies and ongoing changes with iOS? From targeting to campaign measurement, the industry is undergoing a sea change in how campaigns are planned, activated and measured. Dan will provide an update on leading industry solutions, considerations for health campaigns, and recommendations for how marketers need to prepare today to ensure future digital success.
Senior Manager, Crossix Analytics Partnerships,

Multicultural Health National

Track Sponsor: EMCAY

Welcome Remarks

Sickle Cell Patient Journey

BlackDoctor.org (BDO) demonstrates how to leverage culture and content to convert new patients for your brand. Learn how to unlock the “cultural codes” that matter most to this audience. The case study highlights specific results for a sickle cell campaign that performed extremely well. See real quantifiable results, gain insights from primary research, explore specific content that was created, see how social media was utilized including a branded FB Live and view the actual number of patients who opted in for this program. When it comes to healthcare marketing, one size doesn’t fit all. Partnering with firms who have the bandwidth and expertise to deliver can make a big difference. This session is designed to show what real success looks like in multicultural marketing. Learn how to transfer these learnings to your brand, thus creating an insurmountable competitive advantage by tapping into an underserved profitable consumer segment for long-term growth and market share.
Reggie Ware

Digital Health Trends Post-COVID: Latest Data Among Multicultural Consumers

Adriana Waterston of Horowitz Research will present brand-new data out of the field from the research firm’s State of Consumer Engagement study, which tracks adoption and usage of digital, mobile, and social platforms to interact with brands, advertising, and information. This year’s study addresses adoption of digital and telehealth tools, technologies, and services among multicultural consumers during the COVID pandemic, and measures demand for these services moving forward.
Adriana Waterston
Senior Vice President, Insights and Strategy,
Horowitz Research

Hispanic Market Implications on Rx Brand Uptake

Understand the impact of Hispanic consumer beyond just the prevalence of the condition. Learn about the implications this market segment has on overall brand awareness, recall, consideration and ultimately conversion to brand. The goal of this presentation is to connect Hispanic market promotion to an Rx brand context and preview a best practice.
Steve Millerman

The Impact Coronavirus Has Had on Meredith Hispanic Women’s Attitudes, Goals and Purchasing Behavior

Meredith Hispanic Women believe in the power and benefits of self care and are especially committed to developing good sleep patterns, boosting immunity, and staying up to date on immunizations. The Coronavirus continues to impact finances across the Meredith Latina audience. They are being smart and using this time at home to review their accounts and plan for the future. Meredith Hispanic Women are looking for trusted advice and information on a variety of health related issues and are increasingly holding brands accountable for ‘good for me’ ingredients. People en Español will share key insights about the Impact Coronavirus has had on Meredith Hispanic Women’s attitudes, goals, and purchasing behavior during this presentation.
Monique Manso
People en Español
Cynthia Walsh
Director of Strategy & Insights,
People en Español

Bringing Esperanza (Hope) to Communities Disproportionately Affected by COVID-19

COVID vaccine awareness and education among Latinos is the one the biggest public health challenges our country has ever faced. The challenge for UnidosUS was to provide credible and culturally relevant information to educate America’s hardest to reach Latinos to trust in and voluntarily take the COVID-19 vaccine. UnidosUS launched Esperanza Hope for All an education and awareness campaign to disseminate appropriate information on the COVID-19 vaccine, aiming to foster trust in its safety and efficacy and reduce misinformation, thereby increasing potential vaccine participation among hard-to-reach Latinos.
Karla Fernandez Parker
Managing Director,
David Castro
Senior Director of Content Development | Marketing & Communications,

RISE ABOVE COVID: A Movement to Enroll Underrepresented Communities in a Covid-19 Treatment Trial

The barriers to recruiting communities of color in clinical trials are well known: foremost among them, mistrust and lack of understanding of the trials. In this session, Klick Health will explain how they created a targeted crosscultural campaign in partnership with a COVID therapeutics study trial’s community advisory board, tapped into social algorithms to identify and inform qualified trial candidates, and delivered RISE ABOVE COVID message through multicultural media and a unique grassroots activation, all to ensure that the communities most impacted by COVID-19 are fully represented in the trial.
Amy Gómez
SVP, Diversity Strategy,
Klick Health

Digital & Social Media Track


Welcome Remarks

Digitization and the Evolution of DTC and HCP Marketing Perspectives in Healthcare

This session will focus on how marketers might evolve strategies according to the digitalization of healthcare. Steps toward full digital transformation through services like point of care and telehealth are being accelerated by tech giants (Amazon, Apple, etc.). Talking points will include the implications of these tech company initiatives, the democratization of healthcare, evolving media channels, and omnichannel as the new industry standard.
Nadia Khatri
Director, Omnichannel Strategy,
BioPharm Communications

Reaching Healthcare Consumers Where They Are

Join Meredith’s SVP of Research Solutions, Britta Cleveland, and Health’s Digital Content Director, Dara P. Kapoor, for a presentation on how to reach the modern health consumer with messaging that matters to them. Meredith’s portfolio of brands reaches nearly 95% of U.S. women across a wide range of demographics and distribution platforms (print, digital, newsletters, social, video, audio, and events). How do consumer engagements with health & wellness content inform new content and experiences that resonate with existing customers and attract new ones, while maintaining brand consistency? We’ll explore examples from video, audio, on-site, and social that reveal what audiences are responding to right now—plus the larger consumer research that supports the strategy of delivering health messaging through lifestyle content.
Britta Cleveland
SVP of Research Solutions,
Dara P. Kapoor
Digital Content Director,

Best-Performing Digital Ad Copy of 2021

Ad spend performance can be significantly improved when brands learn from what the rest of the industry is testing, but most brands are currently only looking at their own A/B tests. Using AI, PranifyRx collected and analyzed over 2,000 A/B ad copy tests run by over 500 Rx pharma brands across Google and Facebook in 2021. This presentation provides the top three takeaways from this massive ad copy messaging and testing analysis to help you identify opportunities for increasing ad engagement and improving media spend efficiency.
Ian Orekondy

The Influencer Voice in Pharma: Authentic or Suspect?

In 2020, the scope of influencer marketing in pharma expanded significantly as trusted voices became an even more important channel in the cluttered digital arena. The voices in the ecosystem range from celebrity to ambassadors to nano influencers, and the trust vs. reach calculation is complex. This session looks at the changes taking place in the market and shows a model of using celebrities, ambassadors, paid influencers, and hand-raisers to drive brand conversations and recommendations. Discover the path to start working with influencers in an authentic and effective way.
Brad Einarsen
VP, Social Media,
Klick Health

A Prescription for TV Titration in Pharma Advertising

Pharma marketers can’t avoid CTV any longer. IQVIA makes the case for a thoughtful examination of TV investment and provides guidelines on how to thoughtfully incorporate connected TV with digital and traditional TV marketing. Marketers and their agencies must have the right data to inform these big-ticket media buys and ensure they can ask the right questions of their measure of effectiveness.
Emily Kistner
Advanced TV Lead,
Chris Lahaise
Sr. Manager, Ad Platforms Product Marketing,
Brett Saunders
Director of Innovative Media,

Sessions for:
Hospital Marketing National | Innovation in Women’s Health | Health Marketing Innovation & Tech

Hospital Marketing National


Welcome Remarks

Big Brand Learnings Applied to Hospitals

The Pharmaceutical Industry spends $10 billion a year on consumer/patient marketing. How much do you think they spend of Physician Marketing? $20 billion! After working for Pfizer, Scott Weintraub, from Relevate Health Group, has mastered best practices on healthcare marketing. With an ever-increasing need for clear and effective communication from hospital to a physician, and physician to physician, hear these tricks of the trade and learn how to apply those pharma best practices to engage physicians and address referral leakage.
Scott Weintraub
Relevate Health Group

The Sweet Spot – Launching a NEW Pediatric Urgent Care Center During a Pandemic

Join us to learn how Connecticut Children’s tapped a new opportunity space with the launch of a pediatric urgent care practice – a fresh alternative in a market saturated with adult urgent care. Between adding value where stakeholder, patient, and parental needs overlap and an advertising campaign that struck just the right tone, the launch hit a sweet spot. Creative was playful, yet serious enough to attract attention and connect with parents and kids – and convey the health system’s expertise. Hitting all the right notes, the campaign not only won hearts and minds of parents, but of internal audiences as well.
Deb Pappas
Vice President, Chief Marketing and Communications Officer,
Connecticut Children’s Medical Center

Keeping it Real, Making it Personal: Shedding Light on Behavioral Health

Hear how one rural hospital joined with community partners to launch a Behavioral Health Initiative providing education, reducing stigma, and increasing access to local resources. Through an elaborate video series, social media posts, TikToks, printed materials, and community outreach, Henry County Medical Center intends to silence the shame often associated with mental illness, poverty, and addiction. Come see the moving footage and hear how they addressed a critical population health need!
Tory Daughrity
Director of Marketing & Public Relations,
Henry County Medical Center
Gina Matlock
Community Champion,
Henry County Medical Center
Rachel Matlock
Network Director of Telehealth Systems,
Henry County Medical Center

Inspiring Memphians to Get Their COVID-19 Vaccines When Skepticism Was on the Rise

Methodist Le Bonheur Healthcare asked Frederick Swanston to develop a communications plan including messaging and tactics to reach both broad and targeted audiences – promoting the importance of receiving the COVID-19 vaccine in order to motivate and inspire people to come together to collectively fight the pandemic. The research showed hesitancy toward the vaccine, especially within diverse communities. Many were disproportionately affected by the pandemic, and this experience was reflected in hesitancy attitudes and behavior. In addition, other healthcare providers and civic organizations were rolling out their own vaccination campaigns leading to an oversaturated marketplace teeming with “it’s your shot” ads. And so, The Real Ask – develop strong creative that stands out, educates and encourages Memphis-area African American, Hispanic and Caucasian consumers to get the COVID-19 vaccine.
Bill Swanston
Partner, Executive Creative Director,
Frederick Swanston

A Case Study in Marketing Evolution: Modernizing the Content Strategy at Weill Cornell Medicine

The demand for healthcare content is at an all-time high — and at the same time, it’s never been more difficult to reach online consumers. With the new normals of zero click search, social algorithms forcing a pay-to-play approach and email inbox filters, content is only king IF built around the community served. Like market leaders embracing telemedicine and other consumer-centric delivery models, healthcare marketers who purposefully reconstruct their content strategies around the rapidly changing lifestyle habits and media preferences of their audiences will build trust and rise above the competition. In this session, you’ll learn how Weill Cornell Medicine and True North Custom are leveraging SEO and other modern techniques to create an effective content strategy.
Kenneth Tran
Content Strategy Specialist, Physician Organization,
Weill Cornell Medicine
Jackie Donnelly
Regional Vice President
True North Custom

Building Brand Equity After a New Partnership

When Princeton Health, a community health system, became part of Penn Medicine, a world leader in research, education, and patient care, area consumers reacted positively, yet wondered what the partnership meant for them. Princeton Health wanted to answer that question in a way that spotlighted the best of both institutions’ brands and set the stage for what consumers could expect from the partnership. After conducting extensive market research across its service area, Princeton Health worked with the Ronin agency on a comprehensive, multi-channel campaign designed to build awareness and preference for what it — and Penn Medicine — could provide. Key messages included reassurance that patients could continue to receive exceptional healthcare locally from an organization that had been a valued member of its central New Jersey community for a century. In addition, the award-winning campaign emphasized that patients now had greater access to highly specialized, complex care at Penn Medicine hospitals in nearby Philadelphia if needed. With visually engaging images and compelling copy, the campaign was well-received and effective. The response to the campaign and follow-up market research indicates that Princeton Health is meeting its goal of engaging its target market by providing relevant, timely, and memorable information about Princeton Health as part of Penn Medicine.
Carol Norris-Smith
Vice President, Marketing and Public Affairs
Penn Medicine Princeton Health

Bridging the Gap Between Hospital Marketing and Patient Behavior

Hospitals and health systems spend millions of dollars on digital marketing each year, but many marketers are unable to measure how these efforts impact real-world patient decisions and health outcomes. To address this gap, hospital marketers are increasingly turning to data and marketing analytics to understand the full impact of advertising campaigns. In this session, Veeva Crossix will share best practices for moving beyond click-through rates and website metrics to understand and optimize the impact of marketing on patient behavior.
Sr. Director, Crossix Marketing,

Innovation in Women’s Health


Welcome Remarks

The Business of Women’s Health: Developing a Successful Business Plan

This presentation will focus on the understanding and analysis of the multi-faceted world of the business of Women’s Health in order to develop a successful business plan. The Women’s Health product life cycle will be examined, and major opportunities will be identified based upon policy, clinical, demographic, and business trends. Lastly, the quantification of opportunities will be discussed through the lens of various stakeholders.
Vicki Lucas, PhD
President and CEO
Vicki Lucas, LLC, Women’s Health Business Consultants
Pamela Peeke, MD, MPH, FACP, FACSM
CMO, Embr Labs
Assistant Professor,University of Maryland School of Medicine
Senior Scientist, National Institutes of Health

Quality Innovations in Women’s Health

The quality of Women’s Health services and the associated Women’s Health outcomes are an indirect measure of the health of the community, nation, and world. Quality improvement research is very complex in Women’s Health due to the multiple intervening variables that impact Women’s Health. The panelists are all experts in Women’s Health quality improvement and will share their research studies and results. They will concentrate on actionable outcomes that the participants can utilize immediately to improve the Women’s Health Care provided in their organizations.
Susan Haas, MD, MSc.
Scientific Advisor, Ariadne Labs
Former Chairman of OB/GYN, Harvard Vanguard Health
Alisa Goldberg, MD, MPH
Director of Family Planning Fellowship, Brigham and Women’s Hospital, Associate Professor of Obstetrics, Gynecology and Reproductive Biology, Harvard School of Medicine
Ronald Iverson
Vice Chair, Obstetrics
Boston University

Operations Improvement and Telehealth in Women’s Health

Providers of Women’s Health services are challenged with daily obstacles to the efficient provision of quality Women’s Health services. Some examples of obstacles are: provider shortages, staff shortages, declining reimbursement, greater patient expectations, intense competition, complex EHRs, increased liability, higher productivity targets, poorly designed spaces and processes, more paper work, and budget cuts. The panelists are all experienced Women’s Health executives and will discuss clinical operations improvement and the use of technology including telehealth to improve throughput, quality and financial outcomes.
Susan Distefano, RN, MSN
Former CEO, Children’s Memorial Hermann Hospital,
SVP for Women’s Services, Memorial Hermann Health System
Miriam Cartmell, MS, RNC-OB
Network Executive Director – Women’s Health
Kettering Health Network
Sarah Sossong
Vice President,
Virtual Care and Winter Street Ventures
Founder and Chief Clinical Officer,
Nest Collaborative
Department of Obstetrics, Gynecology and Reproductive Medicine,
McGovern School of Medicine, University of Texas Health Science Center at Houston

Successful Financial Strategies in Women’s Health

Women’s Health providers are faced with the challenges of high volume and low margin products. The panelists will share proven strategies and outcomes that will increase profits and decrease costs while improving the quality of care. Some strategies that will be discussed are OBEDs, revenue enhancement through coding, billing and documentation, use of technologies, innovative models of care, and integration and ownership of ancillary services.
Program Director, Women’s and Children’s Service Line
Memorial Hermann Health System
Penny Beattie, DNP, RNC
Chief Nursing Officer,
Presbyterian Hospital
Nicholas Kulbida, MD
Medical Director, Northeast Region,
OB Hospitalist Group
C. Brennan Fitzpatrick, MD
The Women’s Hospital

Industry and Investors Commitment to Women’s Health

This panel will focus on the Women’s Health product pipeline, new and future Women’s Health products, Women’s Health investment priorities and integrating new products into Women’s Health services. Women’s Health administrators and providers are challenged with staying up-to-date on new and future products that can improve their care and their bottom line. Additionally, many providers have innovative business ideas but lack the expertise to obtain funding in order to develop the product and get it to market. This session will give participants a snap shot of product development and funding in the Women’s Health sector. Also, the panelists will discuss new products that are currently available and how to access them, as well as what products are projected in the near future so they can plan to integrate them into their services.
Cheryl Kerr
Senior Director, Women’s Health Care, Strategy and Portfolio Management,
Bayer Women’s Heath
Sabrina Johnson
Daré Bioscience
Brittany Barreto, PhD
Co-Founder and General Partner,
Coyote Venture

Successful Strategies for Marketing and Branding in Women’s Health

It is well established that women are the chief purchasing officers in almost every business sector, this is especially true in health care. Technology, geography, culture, socio-economic factors, demographics, and generational preferences all impact how women respond to marketing and advertising. The marketing, branding and advertising experts on the panel will share successful strategies and tactics to gain the attention, business and loyalty of women.
Beth Battaglino, RN
Kara Briseno, CHES
Account Director, Spirit of Women Program,
Relevate Health Group
Hillery Shay
Vice President of Marketing & Communications,
Children’s Minnesota
Susan Stover
Marketing and Brand Manager,
Hyivy Health

Innovative Business Structures in Women’s Health

It is well known that structure drives function, therefore, this panel will focus on innovative business structures in Women’s Health and the impact of different structures on clinical, market, and financial outcomes. Women’s Health administrators and providers are often so embedded in an existing/traditional structure that they aren’t aware of the opportunities to modify their structures through innovative partnerships and business development. This panel will discuss Joint Ventures, Women’s Specialty Centers, Multi-State IPAs, Large OB/GYN practices with their own ancillaries, Women’s Hospitals, Women’s Service Lines, Virtual Practices, and Concierge Medicine.
Lisa Saul, MD
President, The Mother Baby Center/Service Line,
Allina Health and Children’s Minnesota
Lisa F. Pellerin, MSN-HCSM, BSN, RN, FACHE
System Vice President, Women’s and NICU Services
Ochsner Health System
C. Brennan Fitzpatrick, MD
The Women’s Hospital
Amy Young, MD
Vice Dean of Professional Practice
Dell School of Medicine

Femtech: Emerging Technology in Women’s Health

This panel will focus on Femtech which is the use of current and future technology to meet unique women’s health needs or to manage a medical condition in women that has a different disease course. Participants will hear from founders, inventors, and innovators in Women’s Health who will share their journey in Femtech and what the future holds regarding the impact of technology in Women’s Health. The integration of Femtech into Women’s Health services will also be discussed as well as the outcomes achieved and projected.
Amanda Gorman, PNP
Founder and CEO,
Nest Collaborative

Chief Medical Officer,

Tracy MacNeal
President & CEO,
Materna Medical

Elizabeth Gazda
Embr Labs

Health Marketing Innovation & Tech Track


Welcome Remarks

Identifying Influential People & Perspectives to Improve Care Outcomes

You know that an array of elements influence a patient’s care as they struggle with a given disease or medical condition. But have you mapped out an ecosystem of care to find your company’s place in it? And identify additional influential groups and individuals that can be brought into your strategy? We’ve traditionally focused on hospitals, clinics, and doctor’s offices, spaces where care happens. But broadening your view as a pharma leader will highlight 6-10 types of influential groups and perspectives, depending on the condition. A full health ecosystem must include daily care influences, emergency caregivers, payers, and those who study or influence behaviors or social determinants of health. Going broader still, the health ecosystem includes organizations involved in policy, legislation, economics, incentives, and more. We’ll use case studies and examples to show why and how understanding the care ecosystem can quickly identify opportunities to engage with new influencers. And how to build coalitions from the ecosystem to influence care pathways and get to improved patient outcomes, all while giving patients, caregivers, and HCPs better experiences.
Zach Pousman
Head of Innovation Accelerator,
Alexion Pharmaceuticals

Telemedicine for Fun and Profit

Telemedicine is a hot topic right now, but what exactly is it? And how can healthcare marketers incorporate telemedicine into the marketing mix? In this presentation, we will discuss models for telemedicine and how one pharmaceutical brand was able to grow new-to-brand patients by applying direct response marketing techniques to drive continuous improvement and a strong return on investment through the telemedicine channel.
Edward Banfe
Vice President of Marketing,

Blockchain, AI, and the Future of Healthcare

This session will present background on blockchain and existing artificial intelligence technologies in the healthcare industry (Apple Siri / Amazon Alexa, etc.). Talking points will include associated applications, and first steps into using these technologies as solutions (Merck blockchain pilot in preserving the integrity of pharma, Microsoft Argus, Twitter Bluesky, etc.). Finally, Nadia will speculate what the future of health marketing might look like in 10-20 years.
Nadia Khatri
Director, Omnichannel Strategy,
BioPharm Communications

Digital Clinical Trials Marketing is an Opportunity for Earlier Involvement

Clinical trials are increasingly going digital. Either the trial is about a digital therapy, or it is investigating digital engagement for other trials, or it is a Remote, Virtual, or Decentralized (RVD) trial itself. This increased virtualization of trials is a side effect of the virtualization of both work and life and has been accelerated greatly by the COVID-19 pandemic. The digitization of trials is now reaching upstream to trial recruitment itself and the promotion of trials to potential patients. In this talk we will look at how trials are going virtual and how marketers can use their communication skills to help the medical teams early in the process and fill their trials with the right candidates. Plus, we will explore some digital media examples that show the opportunities available for marketers looking to build a plan of their own.
VP, Social Media,
Klick Health

The Explosion of Virtual Care and It’s Growing Industry Impact

The last 18 months has seen the acceleration of virtual care. Once almost considered a novelty, many specialties are realizing the value of virtual care options for both their practices and the patients they serve. This conversation will focus on the state of remote health options in 2021 as well as its spread and expansion in the years to come.
Paul Theisen
Populus Media
Dr Laura Purdy
MD Integrations
Dr. Vicki Lucas
Vicki Lucas, LLC, Women’s Health Business Consultants
Josh Kramon
VP / Life Science Lead,

Leveraging Virtual Care for a Successful Launch Mid-Pandemic

In its current state of affairs, can a product be launched without the support of a field force? This case study outlines the strategy, process and outcomes for the launch of a product in an environment where virtual care was not only the only option, but may have been the best option…!
Seth Painter
Director National Accounts,
Populus Media
Tim Glennon
VP Marketing,
Evofem Biosciences, makers of Phexxi
Howard Seidman
Chief Operating Officer,
Populus Media

Virtual Care and the Future of Media Integration

Over the past few years, Point-Of-Care media has been useful in delivering key information & resourced to patients and clinicians alike. Capitalizing on the immediacy of the in-person visit, POC has had a profound effect on the patient experience. Can the same be said for virtual POC?
Seth Painter
Director National Accounts,
Populus Media
Joe Warren
EVP/Media Investment,
CMI Media Group
Victoria Summers
ZS Associate – Patient /Consumer Health lead – East Region

Shortening the Path to Prescription Through Digital Engagement

DTC strategy has long been one predicated on the potential for the consumer to take action. However, in real-life, there a myriad of reasons why a consumer does not.
Seth Painter
Director National Accounts,
Populus Media
Lauren Murphy
Senior Director Go2Market,
BioHaven Pharma
Jeff Erb
McCann Health Engagement
Sarah Bast
SVP, Point of Care,
Publicis Healthcare Media

Supercharging Brand Promotion with RWE in the EHR

While the point of care has expanded and pharma marketers can now implement multi-channel strategies, the EHR continues to be a source of invaluable information to support decision making throughout the care journey, and across channels. Thanks to the increased adoption of digital and advanced analytics, real world evidence (RWE) in the EHR provides deeper insights into who needs to be reached with what information, and when and where that information should be delivered. In other words, RWE is the catalyst for the next best action. Angelo Campano, SVP & Principal, Agency Channels at OptimizeRx, takes a holistic look at data in the EHR. Join Angelo for a full marketing perspective into the multiple use cases of RWE in and beyond the EHR.
Angelo Campano
SVP & Principal, Agency Channels,

Innovation in Healthcare Marketing Panel

Technology has revolutionized the ways in which we reach, interact, and improve outcomes for our customers. The purpose of this panel is to go beyond the buzzwords and the hype and discuss real life applications of technologies such as Real World Data, Digital Care, and Blockchain and how they are changing the way we see, we measure and improve marketing, branding, and outcomes.
Alexandra Ehrlich
Principal Solution Consultant,
Oracle Health Sciences
Angelo Campano
SVP & Principal, Agency Channels,
Nadia Khatri
Director, Omnichannel Strategy,
BioPharm Communications
Edward Banfe
Vice President, Marketing ,