Day 2 Tuesday March 9th, 2027

Day 1 Monday March 8th, 2027 Day 2 Tuesday March 9th, 2027 Day 3 Wednesday March 10th, 2027
+ Show All Session Details

RETHINKING THE MODERN CUSTOMER

7:45 am - 8:45 am BREAKFAST FOR ALL ATTENDEES

7:45 am - 8:45 am WOMEN IN PHARMA PRIVATE BREAKFAST
Use this intimate setting to discuss the challenges women in the pharma industry face and celebrate your successes as a group! You'll come away feeling inspired, supported, and ready to take on your next big idea. This session is only open to female pharma executives. Space is limited.

8:45 am - 8:50 am DAY TWO OPENING REMARKS

8:50 am - 9:00 am CHAIRPERSON’S REMARKS

9:00 am - 9:20 am KEYNOTE: Your Patient Journey Is Wrong: Designing For Healthcare's Messy Reality

Traditional journey maps often depict a predictable path from awareness to diagnosis to treatment, while real patients stop, restart, switch providers, abandon prescriptions, seek second opinions, and change priorities. Better engagement starts with acknowledging that the journey is rarely linear.

• Replacing idealized funnels with behavior grounded in real-world patient experiences
• Identifying moments where patients leave, pause, or re-enter the journey
• Designing interventions around uncertainty, interruption, switching, and re-entry rather than assumed progression
• Using behavioral and real-world signals to continuously reassess journey assumptions and redirect commercial investment

9:20 am - 9:50 am PANEL DISCUSSION: Reddit, TikTok, AI, And Your Doctor: Who Actually Influences Treatment Decisions Now?

Healthcare authority is becoming distributed across physicians, peers, creators, online communities, search platforms, and AI systems. Pharma marketers need a more realistic understanding of how these influences interact rather than treating each channel as an isolated touchpoint. If influence has decentralized, where does pharma put its money?

• Mapping the modern healthcare influence ecosystem
• Understanding how authority shifts at different stages of the patient journey
• Understanding where authority and influence shift across different decisions and stages of the treatment journey
• Determining how commercial investment should shift as influence fragments across clinical, social, community, creator, search, and AI environments

9:50 am - 10:10 am DEEPINTENT KEYNOTE PRESENTATION: Harmonizing HCP & DTC To Drive Rare Disease Impact

In rare disease, every patient journey matters. This session explores how synchronized HCP and DTC strategies can drive measurable outcomes across the full patient journey from exposure and physician visits to new patient starts. Through real-world case studies, discover how coordinated campaigns have delivered up to 8x greater lift in new patient starts versus single-channel exposure.

• Synchronizing HCP and DTC strategies to create greater impact across the rare disease patient journey
• Connecting integrated outcomes data from campaign exposure through physician visits and new patient starts
• Demonstrating how coordinated campaigns can outperform single-channel approaches in driving patient starts
• Applying real-world learnings to build more effective, measurable rare disease campaigns

10:10 am - 10:40 am BUSINESS MEETINGS

10:40 am - 11:10 am BUSINESS MEETINGS

11:15 am - 11:45 am BUSINESS MEETINGS

10:10 am - 10:40 am MORNING NETWORKING BREAK
Presented by DeepIntent

10:40 am - 11:10 am PRESENTATION Which Customer Behaviors Actually Predict Action?
Commercial organizations have access to more customer signals than ever, but not every click, search, visit, or interaction deserves equal weight. The challenge is separating genuine intent from digital noise and understanding which behaviors predict meaningful action.

• Identifying behavioral signals that genuinely predict treatment, engagement, or prescribing action
• Separating meaningful intent from correlation, passive activity, and high-volume digital noise
• Combining signals across channels while avoiding false precision, bias, and misleading attribution
• Operationalizing predictive intelligence so insights trigger timely actions across marketing and field teams

11:15 am - 11:45 am PRESENTATION The Invisible Patient: Reaching People Before They Enter The Healthcare System
Many patients live with symptoms long before receiving a diagnosis or entering a treatment pathway. Pharma has an opportunity to support earlier education and action, but must balance that opportunity against privacy, trust, and responsible targeting.

• Identifying population-level signals of unmet need without crossing ethical or privacy boundaries
• Determining where pharma can legitimately add value before diagnosis rather than simply expanding targeting
• Connecting disease education and awareness to credible pathways toward diagnosis and appropriate care
• Measuring whether earlier intervention improves time-to-diagnosis and patient outcomes rather than simply generating engagement

11:45 am - 12:45 pm PANEL DISCUSSION: When Patients Create The Market: What GLP-1s Reveal About The Future Commercial Model

Few categories have reshaped healthcare as dramatically as obesity medicine. GLP-1s have shown what happens when consumer awareness, cultural momentum, new models of care, and patient demand converge at scale. But this story extends far beyond weight loss. This session explores what the GLP-1 phenomenon signals for the future of pharma—and how brands across therapeutic areas may need to rethink how they create demand, engage consumers, and connect patients to care. 

• Understanding how consumer demand can reshape traditional treatment journeys
• Applying lessons from obesity medicine to other therapeutic categories
• Preparing for customers who arrive with strong treatment preferences
• Balancing consumer awareness with appropriate clinical decision-making

12:45 pm - 1:45 pm NETWORKING LUNCH FOR ALL ATTENDEES

12:45 pm - 1:45 pm C-SUITE PRIVATE LUNCH

1:50 pm - 2:00 pm AFTERNOON CHAIRPERSON’S REMARKS

2:00 pm - 2:30 pm BUSINESS MEETINGS

2:35 pm - 3:05 pm BUSINESS MEETINGS

2:00 pm - 2:30 pm PRESENTATION How Much Customer Data Should Pharma Actually Want?
Pharma has spent years pursuing richer customer data, but more data also creates greater privacy, governance, security, and reputational exposure. As regulation and customer expectations evolve, commercial leaders need to ask a more fundamental question: which data genuinely creates enough value to justify collecting, connecting, and retaining it?

• Determining which customer data materially improves commercial decision-making—and which creates more risk than value
• Applying data-minimization principles without undermining measurement, personalization, or customer understanding
• Establishing enterprise standards for collection, retention, activation, and deletion as privacy requirements continue to evolve
• Evaluating the strategic trade-off between greater customer intelligence and greater regulatory, security, and trust exposure

2:35 pm - 3:05 pm PRESENTATION Personalization Without Identification: Can Pharma Do More With Less Data?
Privacy expectations are rising just as customers expect increasingly relevant experiences. Pharma marketers must learn how contextual and privacy-preserving approaches can deliver value without requiring organizations to know everything about an individual.

• Using context and cohort intelligence to personalize experiences
• Evaluating contextual, cohort-based, clean-room, and other privacy-preserving approaches to audience activation
• Reducing dependence on individual-level identification
• Balancing relevance, privacy, trust, and commercial performance

2:35 pm - 3:05 pm KEYNOTE PRESENTATION: Amazon Expectations, Pharma Reality: Closing The Consumer Experience Gap

Consumers increasingly expect services to be simple, responsive, transparent, and personalized, while healthcare remains complex by design. Pharma cannot make healthcare frictionless overnight, but it can identify which consumer expectations should shape the experiences it controls.

• Identifying consumer experience principles that translate effectively into healthcare
• Reducing avoidable friction across digital and patient support experiences
• Setting realistic expectations around personalization, convenience, and transparency
• Learning from consumer industries without ignoring pharma's regulatory realities

3:25 pm - 3:55 pm BUSINESS MEETINGS

3:25 pm - 3:55 pm AFTERNOON REFRESHMENT BREAK

4:00 pm - 4:50 pm DIGITAL DIALOGUE ROUNDTABLES

Table 1: The Patient Journey Isn't Linear: How Should Marketing Adapt?
Moderated By: 

Table 2: What Would You Stop Doing? Eliminating Low-Value Marketing Activity
Moderated By: 

Table 3: Rare Disease Commercialization: Precision Over Reach
Moderated By: 

4:55 pm - 5:25 pm BUSINESS MEETINGS

5:30 pm - 6:00 pm BUSINESS MEETINGS

4:55 pm - 6:00 pm DEEPINTENT PRIVATE TASTING

6:00 pm - 7:00 pm COCKTAIL RECEPTION

7:00 pm - 7:00 pm CONCLUSION OF DAY TWO