Healthcare has been episodic for decades. The brands winning in 2026 are designing for continuity. This session shares how one rare disease company transformed its patient engagement model from campaign-based outreach to a longitudinal care relationship — and the commercial results that followed.
The death of the pharma sales rep has been predicted for 20 years. It still hasn't happened. But the role has fundamentally changed. This talk makes the case for the hybrid model: where digital touchpoints and personal relationships work in concert — and explains how the best companies are training, incentivizing, and deploying field teams for the omnichannel era.
Direct-to-consumer advertising told patients a drug existed. Direct-to-patient platforms help them navigate their entire care journey. This session maps the evolution and gives brand strategists a clear-eyed view of what it takes to build a DTP platform that generates real-world data, drives adherence, and creates genuine patient loyalty.
Today's patients arrive at appointments armed with research, opinions, and alternatives. This talk reframes the empowered patient not as a challenge but as your greatest marketing opportunity — and shows how synchronizing brand messaging between patients and providers creates a shared knowledge environment that accelerates trust and treatment decisions.
The best CX is invisible. Patients don't notice the touchpoints — they just feel understood, supported, and seen. This session takes the audience behind the scenes of a best-in-class patient experience program, revealing the architecture, the decisions, and the design principles that transformed a legacy brand's relationship with its community.
Clicks are not conversions. Impressions are not influence. In this intimate fireside chat, a Chief Marketing Officer and a measurement strategist dismantle the industry's addiction to volume metrics and offer a practical framework for measuring intent-driven engagement — the kind that actually moves scripts and shapes patient outcomes.
The old model: reach more people, more often. The new model: reach the right people, at the right moment, with the right message, on the right channel. This talk dismantles the volume-first mindset that's been costing pharma brands millions in wasted spend — and introduces the precision engagement framework that's replacing it.
