A marketing conference exploring all that is new around health and wellness.
December 9th, 2020
12:30 Registration and Networking
12:45 Welcome Remarks
Kathy Kiely | President, The Ad Club
12:50 A New Marketing Mindset
Raja Rajamannar | CMO & President of the Healthcare Business, Mastercard
It’s a brave new world. If we want to be part of a prosperous future, we must embrace the current uncertainty, focus on our obligation to our consumers and consider what we can do to make a positive impact. Raja will talk about transformation, technology and traditional marketing along with the changes MasterCard is making to adapt to the post-Covid environment, including its growing footprint in healthcare.
1:10 The Race to Cure Mental Health Services
Kathy Klingler | Chief Consumer Experience & Marketing Officer,
Blue Cross Blue Shield of MA
With demand for mental health services only increasing as the pandemic continues, Kathy will talk about the programs that are needed to de-stigmatize and remove obstacles to accessing mental health care services. She will share the innovative BCBSMA initiatives and the marketing strategy and campaign that ensured their members knew about available mental health support and resources.
A panel discussion will follow exploring the behavioral health spectrum, the importance of telehealth in the ability to scale the services, and a consumer-focused personal perspective.
1:25 Panel Discussion
Moderator: Kathy Klingler | Chief Consumer Experience & Marketing Officer,
Blue Cross Blue Shield of MA
Dr. Gregory Harris | Associate Medical Director for Behavioral Health, BCBSMA
Trenni Kusnierek | Sports Anchor/Reporter, NBC Sports Boston
Mary Modahl | CMO, Amwell
1:50 Seismic Shifts
Diane Bartoli | Vice President & General Manager, epocrates, athenahealth
The arrival of COVID-19 created a seismic shift in every aspect of daily life, and doctors are no different. We’ve seen significant shifts in the way clinicians interact with available tools and resources, and the way patients consume medical information through digital and social channels. All these changes require us to think differently about how we engage with clinicians, what messages they prioritize, etc. How have we shifted our marketing efforts in this environment, and is traditional marketing likely to return in a post-COVID world?
2:05 Intermission
2:20 Behind the Mask: A Post-Covid Era Emerges
Brian Robinson | Global Chief Strategy Officer, Havas Health
Havas Health, the world’s largest health and wellness network, has embarked on a study, Behind the Mask, to identify new opportunities to fulfill the promise of 21st century health and wellness. What will the world look like on the other side of the pandemic? Brian will give you a glimpse. He’ll share predictions about permanent changes, with a focus on technology, and what those changes imply for the future of healthcare communications and brand building.
2:40 Building Businesses Not Brands
Jason White | CMO, Curaleaf
Not long ago, cannabis was illegal in this country. Today it’s a legitimate and essential business, and one that just posted big wins across the country on election night. As CMO for the largest cannabis company in the U.S., Jason is at the intense center of the massive new industry taking shape. He’s working to map out a more equitable and balanced industry and to create a brand based on values and vision. He’ll share his perspective and insights on the unique challenges around gaining cultural acceptance of medical and recreational cannabis, the social justice opportunities, and the marketing of the Curaleaf brand.
3:00 Like Moneyball for Healthcare
Leigh Householder | EVP, Managing Director, Omnichannel Strategy, Syneos
What would we do differently if we could see healthcare interactions clearly rather than through the lens of conventions and traditions in the category? Leigh focuses on how to use the principles of behavioral science combined with data to speed the changes needed in this unprecedented time. She will share some of the actionable insights that can inspire creativity and lead to the development of communications programs that get results. It’s a game-changing strategy.
3:20 Intermission
3:30 Bose Will Put You to Sleep
Jack Yu | Product Line Manager, Bose Corporation
Sleep plays a critical role in physical health and brain function. And no matter what keeps you up at night, Bose now has a solution without side effects. Jack will talk about the Bose Health focus on digital tech solutions to augment or replace prescription sleep meds. The highly acclaimed Bose Sleepbuds II just launched in October along with exclusive safe and effective audio content to promote relaxation and help with sleep. After this year, we all need a pair!
3:55 Where Does it Hurt?
Norman de Greve | CMO, CVS Health
CVS Health is a brand that truly lives by its purpose: helping people on their path to better health. The first step is to look for the consumer’s pain points: What is preventing them from being healthier? Access? Cost? Complexity? By starting from a place of empathy and purpose, you can figure out what to do (and what to stop doing), proving that what’s good for the health of your customer is also good for the health of your brand.
4:25 Closing Remarks
Kathy Kiely | President, The Ad Club