POST-SUMMIT RESOURCES

DHC SUMMIT

Hosted with GSK

Hosted in Philadelphia, PA on October 1, 2024

ABOUT SUMMIT

Held on October 1, 2024, this DHC Summit features the following topics: The New World of Patient-Centricity, Data Leadership and Innovation, Leveling Up to Holistic Strategy Marketing, and Exclusive New Consumer and Physician Research.

ON DEMAND CONTENT

Live Short Take: Opening Remarks

Mark Bard often hosts interviews with Industry Leaders that we like to call “Short Takes”. We opened this event with a live Short Take during the Opening Remarks.

  • Mark Bard, Co-Founder, the DHC Group
  • Timothy White, Chief Digital and Technology Officer, GSK

New Consumer Data Release – Patient CX Research with Discussion​

A first look at new consumer data from the 2024 Consumer Health Study on patient wants, trusted sources, and pain points. Experts will provide data analysis and leading innovation use cases of next generation patient-centricity.

  • Dave Emery, Managing Director, M3 MI
  • Matthew Walsh, General Manager Biopharma, ixlayer
  • Vinod Subramanian, COO, MedAdvisor Solutions
  • Meghan Sarli, Principal, Market Strategy & Client Insights, PatientPoint

Patient-Centric Marketing in the Patient-As-Payer Era

An offshoot of customer-centric marketing, the term “patient-centric marketing” has been around for a few decades and often refers to a multichannel tactical mix that surrounds patients in their daily lives and messages them at every opportunity. Beyond product education and promotion, patient centricity has collided with the patient-as-payer trend, in which medication access and affordability barriers can severely limit the uptake of both new and old therapies. This panel will feature a range of perspectives on this new approach to patient centricity.
  • Dorothy Gemmell, Chief Commercial Officer & President, GoodRx
  • Ranjani Durham, former SVP, Market Access, BMS
  • Erin Hagarty, Marketing Director, Adult Vaccines Strategy, GSK

Patient-Journey Centered Engagement Models

This presentation will focus on how companion apps, digital health solutions and direct to patient models are coming together to create a more human, engaging and helpful ecosystem of support for patients. The introduction of the PDURS pathway for digital companion applications, new CMS codes for reimbursement of provider time for digital support, the emergence of direct to patient models and AI are colliding to create a new paradigm of personalized digital support for patients. We will discuss the trends shaping the future and the potential opportunities and threats for pharma companies.

  • John Kutz, Senior Partner, Eversana
  • Timothy White, Chief Digital and Technology Officer, GSK

Improve Marketing Performance with the Right Combination of Data

Experts will discuss best practices for combining patient-centric granular data with marketing mix for a unified approach to marketing planning and strategy. Leveraging strengths from each approach drives the best outcomes and enables more informed, data-driven strategic decision-making.

  • Mike Ramadei, Director of Strategy at Veeva Crossix
  • Alberto Garcia Tuñón, Director of Digital Media and Analytics Capabilities, GSK

Dissecting the Data Innovation and Technology Impact on Commercialization Strategies

This session will examine how data science helps in analyzing market trends, patient demographics, HCP behaviors and attitudes, and competitive landscapes, enabling companies to make informed decisions to drive stronger more effective product launches. Experts will also discuss how outcome data can be leveraged to develop more precise marketing strategies and personalized communications, improving overall campaign effectiveness. You will learn how customer segmentation can be used for optimal engagement and outcomes based on channel preferences by employing ML/AI modeling to create the right strategy for the right channels based on HCP preference.

  • Stephen Hoelper, Vice President, Product Strategy, Syneos Health
  • Sopheara Peoples, Senior Director, Oncology Lead – Digital Data and Tech, GSK

Digital Fluency & Data-Driven Decision Making – Making Data Work

Activating the power of data and technology to improve commercial performance takes more than the data and the technology. Success requires upskilling our people to move beyond Data Literacy (awareness) to adopt new capabilities, mindsets, and behaviors to drive proactive applications of data.

  • Amy Turnquist, SVP, Life Sciences, North Highland

AI, Customer Experience, and Physician Wellness: A US-Based Study of Physicians

This study examined US physicians’ attitudes towards AI in healthcare, their views on customer experience, and their own health and wellness priorities (to avoid burnout). This session will discuss implications and proposed next steps for pharma based on survey results.

  • Mark Bard, Co-Founder, The DHC Group
  • Dr. Hansa Bhargava, Chief of Clinical Strategy and Innovation, Healio

Holistic Marketing Strategy Panel Discussion

This conversation will ask the question “How should marketing respond to the current shift in the sales ecosystem?”. Experts will discuss what it means to have a holistic marketing strategy, drawing examples from both within the pharma industry and market leaders in other industries.

  • Alex Davis, Director, Brand Strategy, Organon
  • Kate Greengrove, Head US Commercial Strategic Operations & Capabilities, GSK
  • Pepe Campello, Partner, McKinsey & Company

Fireside Chat – Advertising vs Marketing Mindset

As we evolve through an omnichannel transformation, marketers must consider the difference between a marketing mindset versus an advertising mindset. This fireside chat will provoke thinking around defining marketing vs advertising, and what it takes to truly understand your customer.

  • Justin Freid, Chief Media and Innovation Officer, CMI Media Group
  • KC Collins, Director, Customer Engagement, Pfizer