Registration is Now Open!

About 2025 Marketing Forum! 

Plan to join us at CHPA's unique event designed for mid-to upper-level marketing professionals and brand managers in the self-care industry. Marketing Forum features a mixture of educational sessions and learning formats that allows participants the opportunity to stay ahead of current trends, gain insights from dynamic industry experts and network with other marketers in the consumer healthcare space. Registration is now open! 

Thursday, November 13, 2025

7:30 a.m. – 4:00 p.m.

Registration

8:00 – 9:00 a.m.

Networking Breakfast

8:50 – 9:00 a.m.

Welcome Remarks

9:00 – 10:00 a.m.

Self-Care: The Future of Healthcare

The consumer health journey is dramatically shifting, and consumers are more empowered than ever before. Formerly taboo topics are destigmatized, and technology enables personalized shifts. NielsenIQ and GoodRx will explore the two currently shifting behaviors (GLP-1/weight loss and women’s health) to illustrate how to think differently on the consumer self-care path. This approach can be replicated for other priority health needs.

Speakers:

Michele Calhoun, Head of Consumer Health & Wellness, GoodRx

Sherry Frey, Vice President Total Wellness, NielsenIQ

10:00 – 10:45 a.m.

Next Generation Wellness: How Younger Consumers are Shaping the Global Wellness Industry

McKinsey’s latest future of wellness research delves deep into the rapidly evolving consumer health and wellness industry, with a focus on how Gen Z and Millennial consumers are reshaping the category. From the surge in functional nutrition and the growing demand for mental wellness tools to the rise of alternative weight management, we explore how the next generation of wellness consumers is shifting the landscape towards more functional, tech-driven solutions. We will share insights on how consumers are prioritizing their holistic health, what they are shopping for, and how to effectively reach them, helping businesses understand the future of health and wellness and how they can stay ahead in this dynamic market.

Speaker:

Anna Pione, Partner, McKinsey

10:45 – 11:00 a.m.

Networking Break   

11:15 a.m. – 12:15 p.m.

Unlocking Sales Growth: Harnessing Marketing for Health & Wellness Brands

In today’s dynamic media landscape, brands have an incredible opportunity to connect with engaged healthcare consumers in a trusted, brand-safe environment. By diversifying beyond broad media channels, incorporating doctor’s office advertising ensures high-quality engagement, reduces ad waste, and strengthens brand impact.  Why? Because doctors are the original health influencers. When consumers encounter brands in a physician’s office, trust is naturally reinforced, creating an implied endorsement that directly drives sales. This strategic placement reaches consumers at a key decision-making moment, maximizing both credibility and conversion.  PatientPoint, in partnership with ProVoice and Circana, has conducted a powerful sales lift study that demonstrates the measurable impact of this approach—and we’re excited to share the results with you.

Speakers: 

Meghan Sarli, Senior Vice President, Client Insights and Enablement, PatientPoint

Niki Cloran, Associate Principal, IQVIA ProVoice

Khairunnissa Habib, Principal, Store Testing Lead, Circana

12:15 – 1:15 p.m.

Networking Lunch with CHPA Board of Directors 

1:15 – 2:00 p.m.

Marketing Leadership Panel – Exploring Innovation, Strategy, and Market Trends in the OTC Industry

Join us for an insightful panel discussion featuring Chief Marketing Officers from leading organizations in the Over-the-Counter (OTC) sector. This session will bring together industry leaders to share their perspectives on the evolving landscape of OTC marketing, their strategies for driving growth, and the opportunities and challenges shaping the future of the field.

Speaker(s):

TBA 

2:00 – 3:00 p.m.

AI-Powered Search & the Future of OTC Discovery

AI-powered search is transforming how consumers seek, understand, and act on health information—and it is already changing the way OTC products are discovered. From Google’s Gemini to ChatGPT and AI-driven voice search, consumers are increasingly relying on conversational AI for health advice, product recommendations, and OTC decision-making. But are OTC brands and self-care marketers prepared for this shift?  This session will explore how AI-assisted search engines (ChatGPT, Google Gemini, Alexa, etc.) impact OTC discovery. AI is not replacing search—it is redefining it. This session will equip OTC brands with the tools to stay ahead in the evolving AI-powered search ecosystem.

Speaker:

Ryan Wall, Chief Strategy Officer, Idea Evolver

3:00 – 3:15 p.m.

Networking Break

3:15 – 3:45 p.m.

Innovation Lessons Learned from Elements of Hip Hop

Discover the parallels between the “elements of an innovator” and the “4 elements of hip hop” (DJ, MC, Breakdancing, and Graffiti). Using hip hop as a lens for uncovering innovation lessons, this keynote bridges diverse worlds to uncover shared principles and fresh perspectives. Incorporating the evolving landscape of AI as an innovation and discovery tool, this session offers tactical insights for the innovators of tomorrow, within Trend Hunter’s Create the Future framework.

Speakers:

Jonathon Brown, Trend Hunter, Chief Growth Officer

Armida Ascano, Trend Hunter, Chief Content Officer

3:45 – 4:15 p.m.

From Behavior Change to Behavior Liberation

Legacy marketing was built on pressure: shout louder, push harder, interrupt faster. But in the Curiosity Age, pressure backfires—and participation wins.  At Now What, we call it Behavior Liberation: a new model for driving lasting change by aligning with identity, emotion, and self-directed exploration. It's not about fixing people. It’s about freeing behavior.  In this session, Now What CEO and Co-Founder Paul Barnett and Chief Health Officer Jennifer Machiaverna will reveal why traditional persuasion is collapsing—and how brands like Airbnb, Spotify, Peloton, and Duolingo are thriving by designing for curiosity, not compliance.  The brands that win the future won’t push harder, they’ll pull smarter.

Speaker:

Paul Barnett, CEO/Founder, Now What

4:15 – 5:00 p.m.

Balancing Performance and Brand-Building: Long Term Success on Amazon and Beyond

In today's e-commerce landscape, OTC brands face unique challenges balancing immediate sales goals with long-term brand equity. This panel will explore how leading OTC marketers are effectively allocating resources between performance-driven campaigns and brand-building initiatives. Attendees will learn practical frameworks for measuring both short and long-term impact, strategies for leveraging first-party data across the funnel, and techniques for maintaining brand consistency across fragmented retail platforms. You'll walk away with actionable insights on building an integrated media approach that drives both immediate sales and lasting brand value in the competitive OTC landscape.

Speaker (s):

TBA

5:00 – 5:05 p.m.

Closing Remarks

5:06 – 6:00 p.m. 

Networking Reception

Registration Fees

• $795 – Early-Bird Member Registration (through August 14, 2025)
• $895 – Standard Member Registration (after August 15, 2025)

• $1495 – Nonmember Registration

   

Register online

Phone registrations are not accepted, please register online.

• A log-in and password are required to register online
• New to CHPA? You must create a contact record first
• A log-in and password will be sent to you after creating a contact record

Cancellation Policy

Cancellations received by September 4, 2025, will receive a full refund. Cancellations received after September 4, 2025, will result in the forfeiture of the entire registration fee. Substitutions are always accepted.

2025 Speaker Lineup is Coming Soon! 

Does your brand specialize in point-of-care marketing? Omnichannel data and analytics? Applications of generative AI? Marketing Forum sponsors gain access to business-critical visibility for their unique capabilities in self-care. Choose, or design, the best-fit opportunity for your brand and contact Carla Stillwagon to confirm your commitment level today!

Marketing Forum Location

The Bellevue Hotel
200 S Broad St.
Philadelphia, PA 19102

The Marketing Forum is a full day of education and networking, designed to allow attendees to conveniently commute home at the end of the day. As such, CHPA has not arranged a dedicated room block for this event.

Nearby Hotels

• The Bellevue Hotel
• Element Philadelphia Downtown
• W Philadelphia

Travel Logistics

• Amtrak train service is available to Philadelphia 30th St. Station.
• New Jersey Transit is available to Center City Philadelphia.
• The closest airport is Philadelphia International Airport (PHL).