Sohni Dailey, Sr. Director, Field Excellence & Platform Strategy, BMS

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 will explore specific examples of HCP interactions and experience in pharma:

• Discuss the state of the HCP experience in 2026: 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

Amy Peterson, Partner, Life Sciences & Healthcare, Sia
Richard Schwartz, Healthcare CX Evangelist and Activator, RX4CX

Moderated by: Amy Turnquist, Vice President, North America, HBA / BIP

Healthcare marketers are stuck in broadcast mode while patients and HCPs expect conversations—and AI is breaking this stalemate by turning every channel into an intelligent, two-way interaction that captures real behavioral intent. The companies winning at engagement aren't just automating campaigns; they're stealing plays from retail, fintech, and travel to build closed-loop systems that learn from every interaction and orchestrate personalized experiences across email, web, and SMS. This session reveals how cross-industry AI strategies transform static outreach into compliant conversations that move both patients and HCPs from confusion to confident action while delivering measurable business impact.

Gurjeev Singh, VP of Product, Ostro

 
Kishan Kumar, Executive Director, Marketing Strategy, Novartis

Moderated by: Amy Turnquist, Vice President, North America, HBA / BIP

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

• 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 drive omnichannel HCP strategies?
• Can you share an example of how a digital tool or technology has improved the HCP experience?
• What’s next? What will the HCP omnichannel experience of the future look like?

Geoff Chamberlain, Director, Omnichannel Enablement, Sanofi
Lori Hancock, Director, Channel Strategy and Engagement, Merck
Stephen Gajdosik, Associate Director, Omnichannel Strategy, AstraZeneca

Moderated by: Alison Tapia, Sr. CX and Commercial Leader, (Fmr) Dermavant

• Explore innovative strategies for co-creating content with Digital Key Opinion Leaders on social media platforms
• Discover how to leverage DKOLs to expand reach, enhance engagement, and build a robust online presence
• 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

Kevin Clayton, Head of Sales, ODAIA Intelligence

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?Christine Pillard, Associate Director, Digital Enablement, Keenova Therapeutics 
Bryan Zembrowski, Director, Strategic Business Planning & Execution, Regeneron

Moderated by: Amy Turnquist, Vice President, North America, HBA / BIP

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.

Aleen Hosdaghian, Vice President, Marketing, Arcutis
Jorge Herrera, Head of Enterprise Experience Management (XM), Pfizer
Mary Lassiter, Digital Capability Lead, US Omnichannel Lead, Bayer

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

Amy Turnquist, Vice President, North America, HBA / BIP

• What does a 'good' patient experience look like for pharma brands?
• How are AI and other technologies being used to improve the patient experience—without losing the human touch?
• Can you share an example of an initiative, campaign, technique or technology that improved patient experience?
• How did you measure success?
• How do we push further to include patient experience and patient voice into all aspects of pharma?

Peter Chiappano, Director, Patient Excellence, Digital Innovation Strategy, Boehringer Ingelheim
Elizabeth McShea, Director, Consumer Marketing, Dermatology, Organon
Gregory LeClair, Associate Director, Patient Marketing, Ferring

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

Thomas Bartlett, MGFA National Patient Ambassador, Myasthenia Gravis Patient Advocate

• Research process and the role of patient and caregiver feedback
• Design and UX optimiziation
• Keys to Incorporating AI to improve the patient and caregiver experience
• Challenges faced and future outlook

Nitin Kumar, Director, Connected Care & General Manager, Elevmi™, Otsuka Precision Health
Thomas Bartlett, MGFA National Patient Ambassador, Myasthenia Gravis Patient Advocate

Moderated by: Amy Turnquist, Vice President, North America, HBA / BIP

Pharma marketing and brand teams want to build better customer experiences and focus on long-term value, but they’re compensated on quarterly sales targets, volume, and speed. This isn’t a people problem or a strategy problem. It’s a system problem driven by short-term thinking baked into our organizational incentives.

What Attendees Will Learn:
• Why misaligned incentive structures sabotage even the best CX strategies
• How to audit organizational goals vs. actual rewards to identify the gaps
• 5 practical actions they can take immediately to align compensation with customer outcomes
• Real frameworks for speaking CFO/CHRO language to make the business case
• How to pilot aligned incentives with one team to prove impact before scaling enterprise-wide

This talk addresses the structural challenge most CX conversations avoid: transformation requires redesigning what we measure and reward, not just what we say we value. I’ll give your audience permission to stop blaming themselves and concrete steps to fix the system.

Silvi Haldipur, Head of Customer Experience, Novo Nordisk

In pharma, CX is often designed around touchpoints like websites, hubs, or portals. But patients don’t experience touchpoints. They experience moments. Hearing a diagnosis. Opening a benefits letter. Paying a bill. And in those moments, experience rises or falls on how well the understanding of a company aligns with the needs of an individual.

This panel explores real-world examples where understanding breaks down inside organizations between functions, processes, and channels, and how that internal misalignment shows up as fractured patient experience. More importantly, it examines what happens when organizations close the gap, creating shared understanding, aligning around what matters most, and translating insight into meaningful patient moments.

Susan Schwartz, Director, Patient Services, Celltrion USA
Adam Shain, Vice President, Global Head Of Patient Solutions, Aptar Health

Moderated by: Chris Ledford, Vice President, Brand Strategy, The Grovery

Panel of patients and caregivers sharing their perspectives on pharma marketing, AI, and where pharma can improve patient experiences.

Moderatedy by: Risa Arin, CEO & Founder, XpertPatient

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.

Wayne Simmons, Global Customer Excellence Lead, Pfizer

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

 

• Embed accessibility from the start: Integration into design, planning, and style guides
• Champion inclusive design: Apply patterns, structures, and clear labeling that improve usability for everyone
• Examples of innovative digital accessibility tools that are revolutionizing patient experience in pharma

Mary Lassiter, Digital Marketing Capability Lead, Bayer
Steve Framil, Global Head, Digital Accessbility, Merck

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

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.

Andy Kraut, Global Partnership Executive, Grindr

Moderated by: Amy Turnquist, Vice President, North America, HBA / BIP