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  • Schedule

  • Wednesday, July 24

    1:00 – 1:15 p.m.Welcome
    Scott Melville
    President & CEO
    CHPA

    Jennifer Moyer
    Vice President of Marketing & Sales
    Clarion Brands, LLC
    Chair, CHPA Marketing Conference Program Committee
    1:15 – 1:45 p.m.Would You Like a Retail Store to Go Along with that Website? How to Understand the Omni-Channel Consumer
    How do consumers think about fulfilling their needs and wants in an ever-expanding omni-channel universe? What are their behaviors and attitudes? This session will provide key insights into how consumers are migrating to buying on-line, what they are buying, and what is driving conversion. These critical insights will help brands understand how to retain consumers who are exploring new ways to meet their needs and wants.

    Speaker:
    Sam Gagliardi
    Senior Vice President, E-Commerce
    IRI
    1:45 – 2:30 p.m.Humanizing Healthcare at Shelf
    This session will explore how human-centered design has the power to shift the OTC design paradigm. While healthcare has historically viewed humans as patients, viewing humans as humans opens new doors for purposeful communication and meaningful connection.

    Human-centered design has been slow to evolve in OTC. The speakers will share examples of how other CPG categories have broken down walls to compete more effectively in today’s disruptive marketplace.

    It's time the healthcare industry got more courageous in the way we speak to and design for humans versus following the same rules that have always been used. How can OTC evolve from problem-solution storytelling? What emotions are the most potent and why? How does design best communicate emotion? Finally, in the technological age, why are we obsessed with how things make us feel?

    Speakers:
    Meg Asaro
    Director of Strategy
    Little Big Brands

    Richard Palmer
    Creative Director
    Little Big Brands
    2:30 – 3:00 p.m.Networking Break
    3:00 – 3:15 p.m.CHPA Women’s Leadership Forum Announcements
    3:15 – 3:45 p.m.Effective Advertising & Media Targeting Through the Consumer Journey
    As media and advertising continues to be fragmented, and the consumer journey continues to evolve, marketers must understand the strategies and tactics for how to reach their audience, efficiently and effectively. A live case study with an OTC brand will be used to provide actionable insights with a step-by-step test phase, through a national roll out of annual media plans. The case study will demonstrate how to navigate data sources and reach prospective audiences, including data modeling and tracking throughout the consumer journey (from reach to retail sales).

    Speaker:
    Shattuck Groome
    CEO
    Cage Point
    3:45 – 4:30 p.m.Disruption in Healthcare: Implications for Consumer Health Product Marketers
    Jane Sarasohn-Kahn will present a framework for understanding the new retail health era—underpinned by growing health care consumerism, demand for transparency, engagement, convenience, and control. She will put these trends in the context of self-care and discuss the implications for consumer health product marketers.

    Speaker:
    Jane Sarasohn-Kahn
    Health Economist, Advisor and Trend Weaver
    THINK-Health and Health Populi Blog
    4:30 – 4:45 p.m.Networking Break
    4:45 – 5:30 p.m.Keynote Session
    Digital Transformation: Design Your Future
    We don’t have a choice on whether we digitally transform; the choice is how well we do it. Organizations must learn the new rules of social, mobile, and beyond, or they will miss this once-in-a-generation opportunity to earn customers’ loyalty and drive long-term success. This session will give you tips and tricks on how to implement current and future digital trends to maximize your organization’s impact on the world.

    Speaker:
    Erik Qualman
    Entrepreneur, Technology and Digital Media Expert, Professor and Author
    6:00 – 9:00 p.m.Networking Reception and Dinner
    Join us in our retro “speakeasy” for an evening of networking, cocktails, delicious food, and lots of fun.

    Thursday, July 25

    7:00 – 8:00 a.m.Breakfast
    8:00 – 8:45 a.m.Creating Content in the Age of Attention: Creative Best Practices from Google
    Let’s face it. As marketers we know that we're fighting for these days is not just consumers' time, it’s their attention. When it comes to content, we need to be able to design content that breaks through, is memorable, and drives action.

    Moreover, with tighter budgets and seemingly endless content opportunities, we need to be able to design video content to work across different media and different devices. What are some best practices, tips and tricks that we can leverage? Google’s Unskippable Lab has tested tens of thousands of videos to determine what makes the most engaging content. Join us to find out what successful content looks like for consumer packaged goods companies today, and get access to free tools to help you better understand your audience and market your brand more effectively.

    Speaker:
    Sarah Bennett
    New Business Account Executive, Brand Accelerator
    Google
    8:45 – 9:30 a.m.Leveraging Personalized Medicine to Drive Revenue through Health Professionals
    The term “personalized medicine” originally referred to how genetics determine more targeted treatment modalities, with greater efficacy and less risk. Today, personalized medicine is manifested in many ways, from how HCPs practice medicine to a more holistic view of treatment options. This session will review the major trends in personalization by health professionals and how brands can capitalize on these trends.

    During this interactive session, participants at each table will have the opportunity to discuss an opportunity or a problem for a consumer brand, caused by personalization of medicine.

    Speaker:
    Lori Lonczak, RPh, MBA
    President
    Stratify Marketing
    9:30 – 9:45 a.m.Networking Break
    9:45 – 10:30 a.m.AI2: Using Artificial Intelligence to Accelerate Innovation
    During this interactive session, the speakers will share a model for innovation that supports an organization’s ability to identify, develop and launch successful innovations in an effective and agile way. Sharing examples from real life case studies, the discussion will focus on how developments in AI are driving speed to market and giving the consumer a “seat at the table”.

    Driven by the mantra: “Just because you can do it, doesn’t mean you should,” this session will address the specific needs of attendees, providing participants the opportunity to bring your innovation challenges to the session and identify ways to accelerate development of high potential concepts in the near term as well as ongoing.

    Speakers:
    Kate Jones
    Founding Partner
    Provisor Marketing

    Julie McPeek
    Founding Partner
    Provisor Marketing
    10:30 – 11:00 a.m.Do’s and Don’ts of Social Media Campaigns—Lessons from the Trenches
    How do we best connect with our consumers on social media? How do we strike the right tone? What’s the best way to leverage influencers? How do we know if our social media campaigns are working? What’s the real measure of success?

    Two brave brand managers will share real examples of recent campaigns—don’t miss this chance to learn from their experience!

    Speakers:
    Evelyn Furia
    Senior Brand Manager
    GSK Consumer Healthcare

    Sharon Meckes
    LUMIFY Launch Lead
    Bausch & Lomb
    11:00 – 11:30 a.m.Driving Multi-Channel Optimization: What's the Point of Having All This Data If You Don't Use It?
    "Traditional" media strategies simply weren't designed for today's digital and increasingly personalized world. Today's media imperative: use data and technology smartly and strategically to reach the right buyers with the right message through the right media channel.

    In a recent Catalina survey of Chief Marketing Officers, 46% of marketers admitted their company does not have a unified approach of measurement across off-line and on-line media. It should come as no surprise then that 72% of those surveyed cite a business growth rate of 10% or less last year.

    This session will use industry case studies to evaluate approaches to driving digital media effectiveness; arm data-savvy marketers with relevant and granular behavioral insights to enable hyper-targeting at scale via digital media' and share best practices that allow marketers to indentify the most valuable buyers while driving digital in-flight media optimization in near real time. 

    Speakers:
    Marta Cyhan
    Chief Marketing Officer
    Catalina

    Wes Chaar
    Chief Data and Analytics Officer
    Catalina

    Marsha McGraw
    Senior Vice President, and President, U.S. Sales
    Catalina
    11:30 a.m. – 12:00 p.m.The New Consumer Journey Game Show
    12:00 – 1:00 p.m.Networking Luncheon
    1:00 – 2:00 p.m.E-Commerce Marketing: A Peek Behind the Curtain at Amazon (and Other Online Retailers)

    Speaker:
    Robb Powell
    President, eCommerce Services
    Advantage Digital

     

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