Targeting/Consumer Profiling

Hear from experts discussing targeting specific consumer populations in DTC campaigns. 

Videos in this program include:

*Presentation slides included with video


*Boehringer Ingelheim Takes Diabetes to the Dance Floor… with Results 
Lance Tyler, Executive Director of MultiChannel Marketing, Cross Cultural Marketing and Established Brands, Boehringer Ingelheim Pharmaceuticals, Inc.

Ana Ceppi, Vice President/Healthcare, Univision

Boehringer Ingelheim knew it could help the 1 out of 5 Hispanics diagnosed with Type 2 diabetes. It just needed a big idea... and scale. Find out how Boehringer Ingelheim partnered with Univision’s Sabado Gigante in a Diabetes awareness campaign that drove Hispanics from the dance floor to the doctor’s office.


*Creating Commercial Agility to Avoid the Commoditization of Rx’s
Dan Fracas, Life Sciences Commercial Agility Leader, E&Y

Shifting to a value-based model is quite an undertaking. Consumers have different expectations for healthcare as they simultaneously become more empowered but increasingly cost-conscious. Health management is a serious issue. Prevent medications from being viewed like any ordinary commodity by innovating within your organization and acting as a better health partner.


*Driving Patient Conversations through Disease State Marketing Strategies (Presentation Slides Only - No Video Available) 
Eric Foster, Marketing Director, Consumer Marketing, Immunology at GSK

Loretta Lurie, SVP, Managing Director, PHD

In 2013, GSK teamed up with Anderson DDB and PHD Media to explore innovative disease state marketing strategies for Lupus. The campaign was fueled by an intent to increase lupus awareness and patient conversations. Reviewing the data of the varying efforts, and particular success in targeted media channels such as point-of-care video, shows that there are certain best practices to share with the industry.


*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.


*PillCam SB: Shedding Light on Crohn's Disease
Kattrina Richardson, Global Marketing Manager, Given Imaging

Jeff MacFarland, Creative Director, Intouch Solutions

Many Crohn's Disease cases go undetected, even with an upper endoscopy or colonoscopy. Enter PillCam SB, a pioneering capsule device equipped with a video camera and light source that captures and wirelessly transmits images of the entire small bowel. Learn how the marketing team leverages the innovation and creates rich media communications to increase patient awareness and elicit action.


*Turning Type One into Type None: Campaign for a World without Type One Diabetes
Meryl Altuch, Vice President Marketing, Juvenile Diabetes Research Foundation

Frank Mazzola, SVP, Group Creative Director, GSW

Anthony Turi, SVP, Group Creative Director, GSW

Millions afflicted with Type One diabetes (T1D) are faced with the constant challenge of testing blood sugar, counting carbs, and injecting insulin – every day, just to stay alive. But JDRF, the leading global organization for T1D research, has a strategic plan to remove that burden. Through a unified, research, has a strategic plan to remove that burden. Through a unified, multichannel approach, this group of marketers is turning Type One into Type None by providing a tangible sense of purpose, emotional connection to those affected, and motivating rallying cry for the community.


How Do Advertising Experts View the New Consumer/Patient?
Moderator: Bob Ehrlich, CEO & Chairman, DTC Perspectives, Inc.

Panelists: Matt Anthony, President & CEO, Y&R North America / Howard Courtemanche, Global CEO, Health, JWT / Eric Weisberg, Creative Director, JWT / Alex Jutkowitz, Managing Partner, Group SJR

Are we ready to change how we talk to patients? What can drug and device marketers do to show this involved consumer what branded drugs can do for them? What added value can be provided to help convince patients? Hear from WPP’s top agency leaders on how the advertising world is adapting to communicate with a more informed and active patient population.

 

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.


*The Future of Television: Maximize Media Planning with Game-Changing Analytics
Jeremy Mittler, VP Analytics Services, Crossix Solutions / John Stermer, Executive Vice President, Business Development, Nielsen Catalina Solutions

Media planning can be made more efficient and brands can extend their budgets significantly. Marketers can now utilize data and insights they need to make more informed – and ultimately more impactful – decisions to improve TV performance in a way they couldn’t before. NCS and Crossix worked with a top pharma brand and its media agency to monitor audience reach and optimize campaign impact. Learn how you can leverage an innovative, consumer-centric TV optimization solution to improve your TV marketing reach in significant ways. 

 

The New Healthcare Consumer
Jane Sarasohn-Kahn, Health Economist and Advisor, THINK-Health, Health Populi blog and HealthcareDIY

The new patient/consumer is changing. With rising co-pays and deductibles, consumers are generally self-insured unless a serious illness occurs. As a result of these greater out-of-pocket costs, they have become much more involved in their health product decisions. Noted health economist and leading expert on consumer trends in healthcare, Jane Sarasohn-Kahn, will discuss what drug companies need to do to tap into the growing trends of greater consumer control over health decisions.


*Using Celebrities to Create Brand Connections Among Consumers
Bob Williams, Author of The Brand Agent and CEO/COO of Burns Entertainment

Many brands utilize celebrities to help generate buzz for a brand and engage with consumers. Having worked with countless celebrities over the years, celebrity marketing expert Bob Williams will teach you how your healthcare brand can leverage celebrities to emotionally connect with consumers, propel your brand’s awareness and produce record sales.


Ask Your Doctor? The Impacts of DTC Advertising 
Michael Sinkinson, Assistant Professor Business Economics and Public Policy, The Wharton School, University of Pennsylvania

A recent study from The Wharton School on DTC advertising explored several key areas of its impact. Upon exploring the importance of competitive interaction between manufacturers, research found that DTC generated both positive spillovers within a product category and business-stealing effects among rivals.  As many consumers found competitive products to be close substitutes of each other, a strong need for product differentiation is exposed. Furthermore, study results help qualify policy makers’ views: the increase of information vs wasteful advertising. 


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.


*Are Your Ads Hitting the Mark and Generating Dialogue? 
Meghan Oates-Zalesky, Vice President of Marketing, InCrowd

Katie Ka, Head of Research Strategy and Reporting, InCrowd

Recent InCrowd research examines physician and patient perceptions of direct-to-consumer (DTC) pharmaceutical ads. The US pharmaceutical industry spends approximately $5.4 billion on DTC ads with the goal of enabling more aware and engaged patients. In this session you will learn physician and patient views of DTC ads, examining their impact on generating dialogue.


*DTC Creative Assessment 
Frank Chipman, Vice President, Healthcare Practice, MetrixLab

Phil Sawyer, President & Communications Consultant, PW Sawyer Communications Consulting

Combining extensive knowledge and experience with a rich database, Frank Chipman and Phil Sawyer have identified key characteristics that have proven to be the most effective for DTC advertising. They will share how you can assess creative ideas, even at early stage, to make sure they have the greatest potential for success. They will share examples of success stories, as well as failures, to demonstrate how you can use DTC advertising to activate patient response. Learn how to construct and evaluate your campaigns to significantly improve your likelihood for success, while continually optimizing the time and money that you put into creative development.

 

DTC: 20 Years Later
Dr. David Kessler, former FDA Commissioner

Bob Ehrlich, Chairman, DTC Perspectives

In 1997 Dr. David Kessler, FDA Commissioner, made the decision to allow branded DTC advertising on television. This caused DTC spending to soar and created the $5 billion dollar advertising category we have today. Dr. Kessler, noted author and medical school professor, has written consumer-oriented best sellers on obesity and mental health disorders. Dr. Kessler will discuss his observations on issues with DTC, recommendations for drug and device companies on consumer communication, and on major health challenges and opportunities facing our nation. Does Dr. Kessler have any regrets about his liberalizing the DTC regulations? Does he think DTC has been a net positive? What does he think will happen under a push for free market health care? Expect a lively and spirited one-on-one dialogue.


*GoBoldly with PhRMA 
Eric Emel, Group Director, Client Engagement, VML

Belle Frank, Global Director Research and Strategy, Global Health Practice, Young & Rubicam

Hear how the GoBoldly campaign on behalf of America’s Biopharmaceutical Companies was created from Robert Zirkelbach, Howard Courtemanche, and Belle Frank. They will discuss the background, objectives, insights, and development of this campaign that highlights the ground breaking innovations in new medicines developed in recent years and the exciting breakthroughs soon to come


Healthcare IT Panel 
Moderator: David A. Dworaczyk, PhD, Director, Life and Health Sciences Strategic Development, Health Sciences Global Business Unit, Oracle

Heather Adamson, Content Marketing Lead, IBM Watson Health

David A. Dworaczyk, PhD, Director, Life and Health Sciences Strategic Development, Health Sciences Global Business Unit, Oracle

Siva Nadarajah, General Manager, Big Data and Compliance, QuintilesIMS

Dr. Keith Roach, Chief Medical Officer,Sharecare

With so much data collected on consumers, it is hard to sort through the clutter and understand what is useful, important, and can actually be translated into results. Our panel of data experts will look at innovations in data collection and analysis that will allow marketers to better understand and micro-target consumers in an actionable way. They will break down three prominent areas: Social Listening, Smart Devices, and Real World Data.

 

*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.


*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.

 

3 Ways to Get to the Heart of the Hispanic Consumer: A Practical Journey
Liliana Gil Valletta, Managing Partner, XL Alliance

In this presentation, former Johnson & Johnson executive, award-winning entrepreneur and TV contributor Lili Gil Valletta, takes attendees through a journey that highlights 3 basic principles important to get to the heart of the Hispanic patient and/or consumer for better brand understanding, usage and loyalty. Exploring key learnings from real-life experience managing healthcare brands and case studies for brands such as Caladryl and Bedoyecta, Gil will share how Cultural Intelligence™ can be applied for increase brand relevance in the healthcare space. 


*Asian Americans and Cultural Attitudes Towards Their Health
Eileen Chin, Director of Strategy, Ten Health

Grace Chiu, Founder, GC Global Research

How do Asian Americans differ when it comes to their attitudes towards their health? Learn from experts in Marketing and Market Research, who will share insights from marketing directly to Asian Americans, and their physicians. Gain insights into various Asian American communities and their perceptions of diseases such as diabetes, heart disease, cancer, and other health ailments.

 

*Beyond the “Honeymoon” – Drawing from Over 50 US Hispanic Market Case Studies
Steve Millerman, CEO, Prime Access

Historically, many health care brands have invested in the US Hispanic market; however, the investment usually doesn’t go beyond year 1 or gets stuck in basic patient education tactics. This presentation will address need-to-know aspects of how to operationalize your Hispanic market strategy from internal and external dynamics to maximize ROI. 


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.


From Product-Centric to Patient-Centric in an Era of Healthcare Reform
Sheila Thorne, President & CEO, Multicultural Healthcare Marketing Group

Major and dramatic demographic shifts in the United States coupled with increasing recognition of the role of race, ethnicity and culture in patient-provider communication, adherence and clinical outcomes underscores the need to make sure that your organization and your business group are culturally competent from molecule to market - from strategic business plan to customer. The presentation will provide insights and examples of how, when, and what your organization and members of your team must do to gain a competitive edge and strategic advantage in an increasingly diverse marketplace in an era of healthcare reform.

 

Getting African Americans Excited About Health Through Radio 
Jason Hughes, Director, Sales, Reach Media

African Americans over index in radio. Being concentrated in several urban markets, radio is also a great way to reach African Americans with very targeted, actionable health information. This presentation will discuss how to effectively reach African Americans through radio (both locally and nationally) and present case studies that show specific ways that African Americans were driven to take action on their healthcare through radio targeting.

 

How Are Insurers Reaching Multicultural Consumers in the Age of ACA
Moderator: Dirk Schroeder, EVP & Co-Founder, HolaDoctor

Panelists: Tito Colon, Sr. Director, Head of Multicultural Marketing, Aetna Inc. / Jose Munoz, CMO, Get Covered Illinois / Juliette Mayers, Executive Director, Multicultural Marketing, BCBS, Massachuetts / Mark Palmenter, Director, Marketing Strategy & Insights, Wellpoint

With over 30 million people gaining access to health insurance for the first time this year and 8 million newly insured, many from a significantly growing multicultural population, the scramble to get and keep consumers insured has proved a challenge. Our expert panel will discuss how they targeted multicultural consumers with communication about how to get insured, their options as insured, and what this means. This panel will also discuss the challenges of providing access to these newly insured consumers, dispelling the myths about what the ACA means to them, and how to keep them on health insurance plans moving forward.

 

*How to Develop Your Total Market Strategy
Eric Talbot, VP Brand Solutions, Univision

Effectively engaging consumers today requires making connections across multiple dimensions of relevance. For Hispanic consumers cultural relevance is a key consideration, as often cultural factors can drive healthcare behavior. Understanding cultural values, nuances and passion points are critical to Hispanic consumer engagement. This presentation will explore culture as a point of differentiation in effective DTC communication campaigns. It will share evolving communication initiatives that make a difference and highlight best-in-class examples across a number of industries.

 

*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 Diversity in a Digital World 
David Burgos, SVP of Cultural Strategy, TNS

From social networking and mobile commerce, to location-based services, device proliferation and constant connectivity, the digitalization of our daily lives has had a powerful impact on the ways in which brands and consumers relate to each other. While this digitalization is seen by many as a challenge, savvy marketers are actually leveraging it as an opportunity to connect with diverse consumers in a meaningful way. David Burgos will share with us the results of TNS’ Connected Life, a global study exploring the ways in which ethnic segments in the US (including non-Hispanic Whites) are engaging with each other and brands in a digital world, examining the interplay between online and offline behaviors.


Marketing to the Hispanic Consumer
Moderator: Eduardo Perez, President, PM Publicidad

Panelists: Carla Eboli, Chief Marketing Officer, Dieste / Steve Millerman, President & Founder, EMCAY / Liliana Gil Valletta, Managing Partner, XL Alliance

This panel will examine different cases on how to market healthcare to the Hispanic consumer. Panelists will discuss culturally competent marketing, specific campaigns that were and weren’t effective in marketing healthcare to Hispanic consumers, and how your company can do a better campaign to reach Hispanic consumers.

 

*Marketing to the LGBT Health Care Consumer  
Andy Bagnall, EVP, Strategic Direction, Prime Access

Marketing to LGBTs can seem like the last frontier of multicultural health care. But the reality is that many brands have been successfully marketing to LGBTs since the beginning of DTC advertising. This session will discuss the viability of including LGBTs in your market segmentation and outline successful approaches to capture this still untapped audience.    

 

*Multicultural Health: Obesity-Cost to Healthcare, Disease Prevention, Encouraging Lifestyle Modification
Dr. Felicia Wade, Author, Heart of the Matter

The obesity statistics speak for themselves. However, often people do not embrace or accept that there is an issue to be addressed. Engaging Multicultural communities is a key component. During this presentation, we will discuss strategies for meeting people where they are and promoting health and obesity reduction. 


*Multicultural Marketing, Total Marketing, and Cultural Marketing
Felipe Korzenny, Ph.D., Director, Center for Hispanic Marketing Communication at FSU

This presentation will address how multicultural marketing has evolved over the past years and will clarify what it is and what it is not. The presentation will also address the currently popular Total Marketing approach and will discuss its potential and drawbacks. The conclusion will expound on the concept of Cultural Marketing as the more general and useful concept going forward.

 

Relevant, Compliant and Efficient: A customized solution to reach ethnic customers in a cultural relevant way
Luciana Gomez, Chief Relationship Officer, Dieste

Angelina Sciolla, SVP, Managing Director, Account Services, CDM

Our case study shows how we built a customized solution for our client, Novo Nordisk. We sought insights from the Hispanic hemophilia community regarding their unmet needs. We then leveraged those insights to develop a unique multicultural learning experience that went beyond mere translation and provided the community with support and education that was most relevant in terms of content as well as delivery. In our presentation, we will show the evolution of this experience and discuss how it drives meaningful engagement based on trust and empathy between Novo Nordisk and the Hispanic hemophilia community.

 

The African American Consumer
Cheryl Pearson-McNeil, SVP U.S., Strategic Community Alliances and Consumer Engagement, Nielsen

Despite historically high unemployment rates, Blacks have shown resiliency in their ability to persevere as consumers. Black buying power continues to increase, rising from its current $1 trillion level to a forecasted $1.3 trillion by 2017. The ongoing population growth and increases in educational attainment are key factors in the increase of African Americans consumer power. This presentation will discuss more about African American’s and their purchasing power and where it projects in the future.


*The Hispanic Millennial Project: Phase Two 
Jose Villa, President, Sensis

Roy Kokoyachuk, Managing Partner, ThinkNow Research

The Hispanic Millennial Project (HMP) is a joint research study developed by cross-cultural advertising agency Sensis and leading research firm ThinkNow Research. The HMP is designed to provide an in-depth analysis of Hispanic Millennials, one of the most compelling, dynamic and often misunderstood segments within the growing Hispanic market. Phase Two of this project focuses on the attitudes of Hispanic Millennials toward healthcare, health insurance, and the Affordable Care Act, and where and how they consume information on these topics.


*Transcultural Marketing: Building Relationships with Healthcare Customers 
Marye Tharp, Senior Lecturer of Marketing, University of Texas At San Antonio

Transcultural marketing adds a “cultural values” proposition to a traditional “economic value” proposition, as marketing objective for a diverse customer base. A cultural values proposition is built on the values and affiliations an organization signals in its philanthropic, financial and strategic alliance partners, its environmental and community footprints, and its human resource policies. The talk will illustrate case examples of effective transcultural marketing in healthcare and other industries

 

Understanding the African American Consumer
Moderator: Bob McNeil, President & CEO, ImagesUSA

Panelists: Cheryl Pearson-McNeil, SVP U.S., Strategic Community Alliances and Consumer Engagement, Nielsen / Reginald Ware, CEO, Blackdoctor.org / Jason Hughes, Director, Sales, Reach Media

This panel will take a look at the best ways to reach the African American 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.


*Using Social Media to Teach, Reach & Market to a Multicultural Healthcare Audience
Reginald Ware, CEO, Blackdoctor.org

Derrick Lane, Chief Content Officer, Blackdoctor.org

With the explosion of "black Twitter," Instagram video, Facebook shares and other current social media tools, African Americans usage of social media continues to grow exponentially by the hour. To keep up with the growing demand of how African Americans use social media as a top source for news & health information, this presentation will guide you through best practices of using likes, shares, tweets, posts and more to build brand awareness, grow your user base, and maximize online engagement amongst the nation of black consumers

 

*When Gay or Lesbian Consumers are Your Target Audience “Sweet Spot” (Presentation Slides Only – No Video Available)
Matt Tumminello, President, Target 10

Target audiences for health care brands can be influenced by a number of factors such as age, ethnicity, lifestyle. It can also be influenced by sexual orientation. In this session, we will discuss recent health care marketing campaigns that identified gay men or lesbians as a priority market and the insights and data surrounding this decision. We’ll also discuss how these brands developed programs that tied to their general market strategies while being executed in a manner that was culturally relevant for maximum impact.


*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.

 

Best-In-Class Care Led by Latino Insights: A Conversation with Blue Cross Blue Shield of Texas
Esteban López, MD, MBA Regional President, Blue Cross and Blue Shield of Texas Carlos Santiago, Chief Strategist, SSG & Chair of AHAA’s Research Committee

In this in-depth discussion, Dr. Esteban López, Southwest Texas President of Blue Cross and Blue Shield of Texas, will share best practices from their Latino market strategy and how health care organizations could provide more effective care for Latinos. Join us as Carlos Santiago, Chief Strategist at SSG, interviews Dr. López on the remaining barriers to access, care dynamics along the U.S.-Mexico border, and innovation in retail, prevention and disease management led by Latino insights.

 

*Connecting with Latinos: Understanding the Cultural Filter
Zach Fishbain, Founder, Chispa Digital

Marketers need to stop seeing Latinos merely as a single demographic. There is immense diversity within this market segment and opportunities to create meaningful, authentic dialogue with Latinos are often overlooked. This presentation will take a closer look at cultural sensibilities and show how marketers can find success connecting with Latinos.

 

*If You’re Not Engaging, You’re Not Marketing
Cleveland Spears, President, The Spears Group

The presentation will build the case that healthcare is very personal, complex and often nuanced. As a result we focus on the importance, value and outcomes of investing in direct consumer engagement and strategic partnerships over traditional advertising media. We will share a case study of a client that invested $300K, $150K into advertising and $150K into consumer/community engagement to enroll users into a mobile diabetes intervention. The consumer engagement results far outpaced the responses from traditional media. A comprehensive marketing strategy with direct consumer and community engagement as a cornerstone is imperative to achieving population level health improvement goals. Healthcare is complex and very personal. Creating and leveraging strategic partnerships can provide greater return on investment while reducing marketing campaign budgets by 50%.

 

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.

 

*Leveraging the Faith-Based Community to Develop Brand Ambassadors
Roslyn Daniels, Publisher, Black Health Matters

This places the church in the position to affect health-related behavior change. The clergy and health ministries play a role in the health of parishioners. This includes being the liaison between patients and health providers in hospital settings and helping patients return home. Attendees will learn to develop and implement training of local faith-based health coordinators which will support the establishment of a long-term systematic and sustainable diffusion of knowledge within African American communities. Attendees will learn how to leverage digital and social media to engage with audiences after health interventions. Utilize the influence of African American faith leaders and congregations to increase health awareness with screening and linkage to care through a call-to-action.

 

*Multicultural Celebrities and Music Create Unique Growth Opportunities for Brands 
Bob Williams, CEO & Speaker, Author of The Brand Agent

Multicultural audiences are the fastest growing consumer segments. Culture is often underutilized when marketing to consumers outside the general market. Celebrity endorsers and music have and continue to be very effective bridging the gap with consumers of different ethnicities. Bob Williams will share how healthcare brands can capitalize with powerful messages that resonate and stand out from the clutter with targeted consumers

 

*Multicultural Consumers: The New Mainstream
Jeff Gregori, VP Consumer & Shopper Practice, Nielsen

As the population shifts, and the old mainstream becomes more diverse, it is no longer a valid business strategy to assume that ethnicity and race will eventually become irrelevant and dissolve into a homogenous “general market.” Instead, marketers should adjust and update their efforts to address a new mainstream marketplace that reflects and acknowledges consumers of all races and ethnicities. As the nation’s three largest multicultural groups continue their upward trajectory in both numbers and buying power, the need for a nuanced, culturally acute roadmap to the youngest and fastest-growing segment of the U.S. population has never been greater.

 

*Novo Nordisk, Montefiore and UCI: Connecting the Hispanic Community with the Diabetes Care They Need
Moderator: Dennis O’Leary, Vice President Business Development, Univision Communications Inc.

Panelists: Mario Anglada, Vice President, Univision Enterprises / Dr. Joel Zonszein, Endocrinologist & Director of the Clinical Diabetes Center at the University Hospital of the Albert Einstein College of Medicine, a Division of Montefiore Medical Center / Dr. Ashwin Patel, Chief Medical Officer, Inquisit Health / Panelist TBA, Novo Nordisk Inc.

Hispanics account for 1 out of every 5 adult diabetics in the U.S., yet there’s a lack of outreach among healthcare organizations to educate patients on the risks and management of this disease. That’s why Univision Communications Inc. partnered with Montefiore, Novo Nordisk and seven leaders in the healthcare industry to create an engagement program in the Bronx NYC aimed at identifying and educating Hispanic diabetics. Learn how these companies worked together to find the common ground and help an underserved population manage this disease.

 

*Social Cultural Intelligence: Using Big Data Analytics to Identify Cross-Cultural Insights Through the Patient-to-Treatment™ Journey
Lili Gil Valletta, President, XL Alliance

Patrick Furey, Chief Data Officer, XL Alliance

Drawing from learning’s from a recent study by the Harvard Medical School, this presentation will demonstrate how an innovative process of social cultural intelligence- that draws insights from unbiased, unfiltered and real-time big data- can be used to uniquely identify unmet needs and barriers to care. Through the search of postings on social networks, message boards, blogs, patient communities, and topical sites, attendees will see how this process examines patterns of emotional, physical, and spiritual sentiments as well as resource and logistical issues expressed across various ethnic groups. Case studies and findings around barriers to breast cancer treatment and content needs for heart failure patients will be shared as practical examples.

 

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.


*Using Data to Better Understand the Multicultural Consumer
David Mesas, Director of Sales, Geoscape

Reaching the multicultural segments – particularly Hispanics, African-Americans, and Asians– has unique challenges, especially in the healthcare space. Today’s diverse consumers are seeking accurate, relevant, and personalized information to help them make good healthcare decisions for themselves and their families. Adding to the complexity are macro dynamics like healthcare reform, stricter FDA guidelines, healthcare professional shortages, and a rise in the number of patients entering the healthcare system. This deep dive will uncover ways that some leading healthcare providers are using data to meet the needs of multicultural communities in a way that benefits both the consumer and the healthcare industry as a whole. 


Advertising That Motivates Behavior Change In the Asian American Market
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.

 

El Poder En Ti: Why Patient Education is Critical to the Hispanic Population 
Kate Merz, VP of Content and Creative Strategy, PatientPoint

Ellen Falb-Newmark, Vice President of Client Development, NBCU Hispanic Enterprises

When it comes to disease education, prevention and medication, Hispanic consumers still turn to the most trusted source—their doctors, and 45% of Hispanics agree they only use drug brands recommended by their physicians. And if that’s where Hispanic consumers go for specialty information, shouldn’t you focus your marketing efforts at the point of care? PatientPoint, the leader of patient and physician engagement at the point of care, and Telemundo, the industry leader in producing and distributing high-quality Spanish-language content, will detail why marketers should consider the point-of-care industry for their efforts in reaching this critical population


Healthy Living Every Day!
Lafayette Jones, CEO of SMSi/Urban Call Marketing & Publisher of Urban Call

Sandra Miller Jones, Founding Chair of Segmented Marketing Services, Inc. (SMSi) and SMSi Health Insurance Solutions

Under the Healthy Living Every Day! umbrella, sister companies SMSI-Urban Call Marketing & Publishing and Segmented Marketing Services Inc. (SMSi) have worked with global CPG brands for over 35 years. National grassroots marketing experts, Lafayette Jones and Sandra Miller Jones, will provide an overview of the marketing techniques they have used to encourage healthier lifestyles among minority consumers (especially African American women, using their proprietary networks of beauty salons, barbershops, churches and retail stores. Case studies initiatives include: Affordable Care Act Education with Blue Cross Blue Shield /NC Mutual; Claim More Diabetes Prevention project with AARP/United Health Care; and Feeding Dreams with General Mills and celebrities Susan Taylor and Steve Harvey. 


*Reaching the LGBT Consumer Today
Todd Evans, CEO, Rivendell Media

This presentation will provide insight and status on LGBT and HIV/AIDS media and how to reach these marketplaces. A lot has changed over the years but much has remained the same too and we will touch on what works and what has not. This presentation will provide the most current research available and also show you what companies are actually doing today in various ad categories. So whether you are interested in inclusiveness or just learning the basics on targeting either of these consumer groups you will get the specific marketing 101 here including why to target LGBT to begin with. Included will be a list of the top advertisers in both LGBT and HIV/AIDS advertising along with an overview of the available media outlets.

 

Stretching Your Multi-Cultural Marketing Budget as it Relates to Patient Education
Santos Torres, Jr., Director of Marketing, Bausch + Lomb

As Brands evolve from launch to maturity in a specific therapeutic area and Manage Care being more prohibitive for patient to access brand medication, Pharmaceutical Marketing Budgets are dwindling faster than ever. This is particularly more challenging for brands that venture into Multi-Cultural Patient Marketing. The cost for Patient Marketing Outreach especially in patient populations where English is not the primary language makes it prohibitive to maintain during the lifecycle of the brand without developing partnerships with Medical Associations or with Medical Publishers to help share the cost outlays. This presentation focuses on some of the challenges in Disease State Education from a Multi-Cultural/Lingual perspective and possible ideas on how to be strategically frugal with the Marketing Budget to service patient’s educational needs.


*How Do You Reach an Audience and Convince Them to Change a Risky Behavior?

 

I Will Listen 
Howard Lenn, JWT

One in four people will suffer from mental illness at some point in their lifetimes, according to the National Institute of Mental Health. Yet often these individuals conceal their difficulties from friends, co-workers, family health professionals and others who could offer help. When the New York City chapter of the National Alliance on Mental Illness (NAMI–NYC) decided to investigate this phenomenon, they found that fear of being stigmatized—resulting in part from beliefs that individuals with mental illness are unpredictable or dangerous—was keeping many people silent. Teaming up with marketing company JWT New York, they designed the “I Will Listen” campaign in an effort to help break through these misconceptions.

 

*The Evolution of PSA Campaign or Evolving a PSA Campaign 
Erin Stoeber, Vice President, Marketing & Communications, Crohn’s & Colitis Foundation of America

In 2012, the Crohn’s & Colitis Foundation of America launched “Escape the Stall” - a multi-faceted PSA campaign featuring actress Amy Brenneman to raise general awareness about IBD. In 2014, they leveraged key learnings and evolved the campaign into “Someone You Know.” By utilizing the existing creative assets they cost effectively expanded the messaging to better dimensionalize the severity and prevalence of these diseases in a way that was not achieved with the first campaign



*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. 


Engaging Patients to Drive Brand Messages
Chemelle Evans, Senior Account Director, Snow Companies

Branded messaging alone no longer turns the needle to behavioral change. Patients have become more empowered and demanding, and they will listen to those brands who best meet their needs. Their needs are: Connecting with other patients and exchanging experiences; receiving accurate and comprehensive, yet understandable information; support in managing their lives with a disease.


*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 Economics  
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.


How Point of Care Meets the Unique Needs of a More Highly Engaged and Cost Sensitive Consumer
Jane Sarasohn-Kahn, Health Economist and Advisor, THINK-Health, Health Populi blog and HealthcareDIY

Health economist and author Jane Sarasohn-Kahn will discuss this new patient paradigm shaping how you market to and communicate with individuals. As she shares her multi-faceted perspectives on health care, you will detect how to hold a more open and honest dialogue to better connect with a more engaged and educated patient.

 

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 communications. Drawing from his 17-plus year career, Matt McNally will share insights to help you determine your planning, buying and content distribution needs.