When healthcare providers interact with your brand, what are they experiencing? How do they feel about the brand before, during, and after the interaction? This panel explores specific examples of HCP experience in pharma:

• Discuss the state of the HCP experience in 2025: What's working? What's not?
• How are pharma marketers balancing digital and traditional HCP touchpoints?
• What metrics should pharma marketers focus on to assess the success of HCP engagement?
• Keys to collaboration across marketing, sales, med affairs, and MLR teams to deliver a cohesive HCP experience
• Share an example of how data, analytics, and technology are being leveraged to improve HCP experiences

Mike McGinnis, Partner, Life Sciences & Healthcare, Sia

Moderated by: Rich Schwartz, Healthcare CX Evangelist and Activator, RX4CX

Healthcare professionals (HCPs) are already digitally savvy, yet the question remains: Are pharma marketing brands truly supporting them in meaningful ways? This fireside chat will explore:

• HCPs as Consumers: Physicians are engaging with digital tools—how can pharma meet them where they are?
• AI Integrity in Healthcare: With HCPs increasingly open to AI, how can pharma ensure relevance and trust?
• Actionable Insights: What can brands do now to enhance HCP support and control the engagement narrative?

Join us as we challenge assumptions, unpack key data, and discuss the future of digital and AI-driven engagement in pharma marketing.

Dan Xavier, Product Director, Franchise Strategy, Neuroscience, J&J Innovative Medicine
Julio Rodriguez, Senior Director, Digital Strategy & Customer Experience US Oncology, Gilead

Moderated by: Andrea Goudie, MPH, Senior Director, Strategic Accounts, Ostro

 
Jorge Herrera, Head of Enterprise Experience Management (XM), Pfizer

The relationship between pharma and healthcare providers is evolving. Field teams are at the forefront of these interactions, playing a key role in shaping how HCPs perceive and engage with pharma brands. This panel will explore how pharma marketers can equip field force teams with the right tools, training, and support to deliver superior HCP experiences at scale.
• What is the role of the field force in shaping the customer experience for HCPs?
• How are field teams integrating AI, digital tools, and analytics to optimize interactions with HCPs?
• How are field teams personalizing engagement strategies based on evolving HCP preferences and behaviors?
• How are you using feedback from the field to improve your HCP engagement strategy?
• Can you share examples of field force initiatives that have improved CX?Sohni Dailey, Sr. Director, Field and Content Platform Strategy, Bristol Myers Squibb
Corinne Yaouanq-Lyngberg, Sr. Director, NextGen Customer Engagement & Enablement Lead, Novo Nordisk
Geoff Chamberlain, Director Omnichannel Enablement, Sanofi

Moderated by: Hannah Price, Sr. Director, Customer Experience, DT Consulting

• How can an effective omnichannel strategy elevate the HCP experience?
• What are some of the primary hurdles to omnichannel success with an HCP audience?
• How are AI and other technologies being leveraged to provide tailored, relevant content for HCPs?
• Can you share an example of how a digital tool/technology has improved the HCP experience?
• What’s next? What will the HCP omnichannel experience of the future look like?

Avinash Prabhakar, Director, HCP Marketing, GSK
Vai Malankar, Director, Omnichannel Business Partner, Otsuka
Hemal Somaiya, Chief Strategy Officer, PharmaForce IQ

Moderated by: Elaine Gamble, Omnichannel Engagement Executive, Consultant

• Explore innovative strategies for co-creating impactful content with Digital Key Opinion Leaders (DKOLs) on social media platforms
• Discover how to leverage DKOLs to expand reach, enhance engagement, and build a robust online presence effectively
• Gain insights into the collaborative process and best practices for maintaining productive and compliant social media interactions with KOLs

Noah Bryant, Product Manager, Digital Marketing, Novocure

Daniel Atieh explores how life sciences companies can leverage AI to create meaningful engagement and drive real impact in the attention economy. The presentation highlights how AI can optimize content reuse, enhance personalization, streamline localization, and accelerate MLR approvals. Rather than using AI to automate more of what works less, the session encourages marketers to apply AI strategically to solve critical business challenges, improve efficiency, and create personalized, value-driven customer experiences.

• How Artificial Intelligence Reshapes the Race for Customer Attention
• Improving Content Organization and Efficiency
• Leveraging AI-Driven Personalization to Ensure Higher HCP Engagement
• Speeding Up MLR Reviews
• Optimizing Localization and Translation
• Building a Strategic Plan for AI Adoption

​In this panel discussion, we will explore the ways Generative AI and Agentic AI are revolutionizing the commercial pharma landscape. Learn how pharma marketers are using AI to identify individual customer preferences for content, channels and timing—in real-time and at scale. The panel will also discuss change management and the human side of AI transformation.

Matt Balogh. Head Of Digital Marketing, Melinta Therapeutics
Amy West, Principal Director, Advisory Services, HITLAB
Jorge Herrera, Head of Enterprise Experience Management (XM), Pfizer

Moderated by: Joe Falcone, Principal Consultant, Falcone Business Advisors

With HCPs moving away from in-person meetings with pharma representatives, the digital customer experience provided by pharma companies is critical. Unfortunately, the medical, legal, and regulatory (MLR) review process makes it hard to deliver vital digital content to HCPs in a timely way.

What if the MLR review process for digital content could be reduced from months to days? It’s possible with the right approach to building out your technology stack. Join this session and unlock the secret to delivering content to HCPs faster than ever.

Mark Melton, US Market Development and Partnerships Leader, Magnolia
Brian Warrick, Pharma Solutions Director, Crescendo Collective

This session will provide insights on how Alnylam used Generative AI tools for an HCP social media pilot campaign, focused on creating diverse and inclusive imagery:


Marshall Thompson, Senior Manager, Global Digital Strategy & Engagement - Rare Diseases, Alnylam

• As an industry, how are we doing in terms of CX for patients? What's working? What's not?
• How are AI and other technologies transforming the way pharma engages with patients?
• What are the keys to balancing technology and patient-centricity?
• What are some initiatives, campaigns, techniques or technologies that are improving patient experiences?
• What metrics are most valuable to assess the effectiveness of patient experience initiatives?
• How do we push further to include patient experience and patient voice into all aspects of pharma?

Alison Tapia, Sr. Director, Performance Marketing & Digital Innovation, Dermavant
Joe Levenzon, Associate Director, Patient Analytics, LEO Pharma
Ryan Krahmer, Sr. Marketing Manger, Tris Pharma

Moderated by: Jo Madnani, Digital Marketing Consultant & Author, The Idea Is In

Traditional brand planning is antiquated—slow, dreaded by some, and disconnected. This session reveals a bold new approach that accelerates insights, cuts waste, and makes strategy exciting again.

Janet Carlson, Chief Executive Officer, 1.11 Group
Pete Dannenfelser, (Fmr) Sr. Director, Marketing Communications, Getinge, Marketing Communications Consultant

• Background and initial concept for Elevmi™
• Research process and the role of caregiver feedback
• Design and UX optimiziation
• Keys to Incorporating AI to improve the caregiver experience
• Challenges faced
• Future outlook

Nitin Kumar, Director, Connected Care & General Manager, Elevmi™, Otsuka Precision Health

Moderated by: Dayna Sracic, Executive Director, Consumer Marketing, Endo

The quality of support patients receive contributes to successful outcomes, especially in the
case of complex conditions. Unfortunately, patient experience researchers and patient
navigators lack a comprehensive framework to help patients identify and engage support from
anyone other than close family members. In addition, everyone, especially patients,
underestimates the complexity of most clinical care journeys.

This session will present a simple, intuitive, yet comprehensive framework to address the
limitations of current methods. Using organ transplant as the example, it will describe how to
quickly and easily identify the full scope of support within a patient’s and any caregiver’s
networks. In addition, it will describe a better way to understand the complexity of the clinical
care journey so patients and caregivers can make more informed plans.

Dan Bonner, Patient
Glenna Crooks, PhD, Global Strategic Consultant, Author

• What are the biggest obstacles for pharma to partnering with patient advocates and advocacy groups?
• What are the keys to building trust and mutual understanding with patient advocates and advocacy groups?
• Examples of advocacy partnerships and how they contribute to better patient experiences
• Where can pharma brands do better?
• How big of a role does technology play in patient advocacy?

Joyce Ercolino, Sr. Director, Customer Engagement, Harmony Biosciences
Seth Ginsberg, Co-founder and President, Global Healthy Living Foundation (GHLF)
Amanda Ferraro, Author and Patient Advocate, Cancer is an A

Moderated by: Amy Turnquist, Vice President, North America, Healthcare Businesswomen's Association 

• What role does content play in consumer marketing, and how do you ensure it meets the needs of patients?
• How do you bring the patient closer to your narrative, and what are the do's and dont's when bringing up complex subjects about health and pharma?
• How are AI and data transforming content creation for pharma marketers?
• Benefits of Modular Content: Learning how to launch, create and experiment with modular content
• What metrics matter most to evaluate the effectiveness of consumer marketing efforts?
• How can being data-centric in a marketing environment still help us be human-centric? How do we read beyond the data?

Mary Lassiter, Digital Marketing Capability Lead, Bayer
Will McMahon, Director, Omnichannel Strategy, AstraZeneca
Felippe Silveira, Co-Founder, MOWE Studio

Moderated by: Rich Schwartz, Healthcare CX Evangelist and Activator, RX4CX

With recent growth in pharma companies looking to connect more directly with patients and consumers, there are opportunities to leap over many points of friction in the healthcare journey, with numerous potential benefits for both patients and business. However, taking on the status quo comes with challenges that can significantly impact intended outcomes. This session will look to highlight this evolving landscape and the inherent benefits and challenges that comes with it.

Sasha Giacoppo, Head of CX Design, Experience Innovation Team Lead, Pfizer

 
This fireside chat will explore the challenges of launching a new brand, taking an innovative approach, and creating a patient-facing website simultaneously. LinusBio’s journey with ClearStrand-ASD presents valuable insights into brand positioning, patient engagement (including pivoting your CX approach), and HCP communication strategies. The conversation will provide actionable takeaways for pharmaceutical professionals facing similar commercialization hurdles, particularly in emerging and specialized markets.

Sheila Kennedy, VP of Market Access and Marketing, LinusBio

Moderated by: Lori Goldberg, Chief Executive Officer, Silverlight Digital

 

With the post-pandemic rise of the digital patient, the expectations for a seamless omnichannel customer experience continue to accelerate. Consumer market driven adoption of wearables, smartphone apps, and social media-based disease support groups have started to alter what patients expect from the health care industry. Given that many patients have comorbidities and disabilities, digital accessibility standards are critical for inclusivity and providing equal access to the digital content – whether it be clinical trial e-diaries, vaccination scheduling applications, digital health solutions and personalized drug delivery systems, or informational disease awareness websites. Explore the WHY, WHAT, and HOW digital accessibility is critical to the patient and customer experience:

• WHY: disability inclusion in health equity
• WHAT: digital patient ecosystem
• HOW: inclusive design standards

Stephen Framil, Director, Corporate Global Head of Accessibility, Merck

In this panel discussion, hear from customer experience and marketing leaders from outside of the pharma industry, and gain insights into their customer experience challenges, goals, lessons learned, best practices, and recommendations for pharma.

Aaron Severs, Chief Product Officer, Noom
Andy Kraut, Senior Brand Partnerships Lead, Grindr

Moderated by: Rich Schwartz, Healthcare CX Evangelist and Activator, RX4CX