 M2W®-HC™ features of general sessions, panels and workshops led by the best and brightest in marketing pharma, healthcare and wellness to women. Here are the sessions attended by 2010 attendees; check back soon for the 2012 sessions. |
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The Pill has helped empower women and given them the opportunity to spend time on themselves, their families, and their careers. The 50th Anniversary of the Pill campaign, created by Bayer, serves to celebrate the fact that the Pill has helped women go for their goals over the past five decades. Working with best in class partners such as Daily Candy, Facebook and Facebook Causes, Step Up Women’s Network, and a few well known celebrities, the program quickly evolved into a community that inspired women to engage with the campaign. Using this historical event as a unifying theme, women are invited to participate with the program on a personal level – like making a pledge to better themselves or the world around them. The elements that made this campaign a success were a targeted media partnership, strong public relations presence, a centralized online destination, and many opportunities to interact. Join us as we dig in to the execution of this campaign and highlight key learnings across platforms. |
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Engaging Dr. Mom... Jill Griffiths VP, Communications Aetna |
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Christine M. Riedl Head of Enterprise Medical Product Aetna |
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Amy Cueva
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Jake Flaitz |
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As if mom didn’t have enough on her plate, research shows that she has become the Chief Medical Officer for her entire family. The opportunity is huge for the health plan that simplifies health care decision-making for “Dr. Mom.” Learn more about how Aetna is focusing on this important audience with a unique combination of tools and resources – ranging from mobile web and smart phone “apps,” to plain language web resources and materials that demystify a complex health care system. Join a panel of experts from Aetna, its customers and other partners as it demos these tools/resources, shows how they work in the real world, shares new research, and demonstrates how you can successfully engage women in making smart, financially sound health care decisions.
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Six Secrets to Reaching Boomer Women: Help Them Help Themselves Laurel Kennedy Author, The Daughter Trap President Age Lessons |
Laurel Kennedy, author of the acclaimed new book, The Daughter Trap: Taking Care of Mom and Dad…and You, and founder of the “thinking firm” called Age Lessons, presents important insights into how healthcare and pharma marketers can successfully reach Boomer women. Get into their world! Get into their heads! Get into their lives! Then get your fair share of the biggest wallets around. Boomer women are complicated, and now they’re adding elder care responsibilities to a schedule already over-booked with child care duties, career pressure, partner needs, personal development and domestic chores. Discover how to identify their lifestage needs and then tailor your products, services, media and marketing to meet the challenges they face daily. Learn about their key touchpoints, who they talk with, who they trust, where they turn for information and how you can help them to help themselves, and your bottom line.
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Changing the Culture and Consumer Mindset Scott Bennett National VP, Marketing American Cancer Society |
Scott Bennett, the American Cancer Society's chief marketing officer, will speak about transitioning the iconic brand that is the American Cancer Society from a focus on disease management to a more inclusive and relevant culture of cancer prevention. Scott will provide the audience with an inside view into how the Society was able to reposition itself as The Official Sponsor of Birthdays, and subsequently introduce a new movement and cause brand called Choose You. The key to success - internal communication and alignment, coupled with a laser-like focus on women as the critical target audience to ensuring the Society achieves its life-saving mission.
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It’s Careworthy, But is it Shareworthy? How to be the Health Brand Women Share Marcee Nelson President and Founder Pink Tank |
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Gretchen Goffe-Wagner SVP, Strategic Planning and Consulting Practice Pink Tank |
Every day, each of us receive emails containing jokes, photos, health information or safety tips. We discover new websites or see new items of interest. We hear about new products. We may laugh at a cartoon or video, be shocked by some news or touched by a story. We can be asked to share or even have our luck or karma threatened if we don’t share. But what do we forward? How do we decide what we share?
What determines shareworthiness is not what content says about the brand, but what it says about the sharer. If a woman shares content or news she must be willing to attach her name to it. In that split second snap judgment, women subconsciously decide if it reflects how she sees herself or helps her fulfill a desired self-perception. In this session, Pink Tank will reveal the key tenets of creating shareworthy brand content and campaigns. They’ll also compare recent healthcare campaigns against their Shareworthy Index to uncover missed opportunities and new ways to give women something they can’t wait to pass on.
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The Health and Wellness Brand Check-up: Are brand reality and consumer perceptions ever the same? Leslie Schrader SVP, Director, Consumer Health & Wellness Practice Ketchum |
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Laura Yost Group Manager, Public Relations The Clorox Company |
With 2010 signaling the convergence of three major health initiatives plus ongoing economy-based consumer health proactivity, many organizations and brands are attempting to align their products and services with timely health and wellness messages. As consumers become increasingly savvy about when and where they get health-related information for themselves and their family, brands need to be able to clearly and authentically define and communicate their brand’s health and wellness proposition. In this session, Ketchum’s Well Connected brand-building specialty will unveil a new proprietary tool, The Health and Wellness Brand Check-up that offers communicators a comprehensive – yet specifically targeted – marketing tool to measure the impact of a brand’s health and wellness communications online and offline. The tool helps brands understand the brand reality and consumer perceptions in the health and wellness space by analyzing three key areas, brand essence, products and services offered and marketing communications. During the session, the presenters will share a case study of a program designed to address The Health and Wellness Brand Check-up ‘diagnosis.’
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Healthcare Marketers Heal Thyself! Simple Strategies for Creating Campaigns that Connect Rather than Alienate Mary Dean Founder & CCO KickSkirt, Inc. |
Ask almost any woman about her least favorite ads or campaigns, and a healthcare company is sure to be on the list. It’s time to change that. Which means it’s time for all of us to embrace our inner creative spirit and humanity to make our marketing as great as our mission. There is not a formula, but there is a roadmap, and this presentation will put you on track.
Back by popular demand, Mary Dean and KickSkirt are known for connecting with women digitally, traditionally and, often, telepathically. Don't miss this presentation by one of the highest rated speakers in the M2W®-HC™ 2009 program!
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Are You Ready For the Next Revolution in Consumer Health? Kate Caldwell SVP, Group Strategic Planning Director Draftfcb |
The Internet has already made it possible for women, the primary health information seekers, to easily get answers to questions, to learn from shared experiences, and partner more with physicians. If you’re just figuring out how to adapt to these changes, brace yourself. You have another wave of change coming. Smart phones, which put the Internet into women’s pockets, are more prevalent than computers globally and will pass 50% of all mobile phones in the US by Q3 2011. We’ll review some of the latest research to identify potential changes, discuss the implications, and show some examples of how brands are strategically using mobile to market healthcare to women.
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Marketing on Fumes: a bootstrap marketing discussion. Cheryl McGrattan Director, Public Relations Nathan Littauer Hospital |
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Beth Hershenhart Founder and CEO Innovative Resources Group |
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Alex Romanovich Co-Founder, Acting Chief Marketing Officer EuroSpaClub International |
Is the belt tightening on your marketing budget? Today, marketing budgets are under the CFO’s microscope and worse, on the chopping block. Fear not. Learn now to survive and thrive. Learn what moves customers without having to break your budget. Hear about highly-successful marketing programs which were launched with fumes. Set in with a dynamic “brag and steal” format, this session will provide an exchange of low-cost marketing ideas. Feel free to share what has worked for you. Moderated by Bootstrap Marketer Cheryl McGrattan, this panel will include “bargain best of’s” including print, marketing collateral, and emarketing campaigns which are long on impact and short on dollars.
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I Would Never Talk to MY Mom That Way (and That’s a Good Thing)! Linda Bernstein Jasper Vice President Coyne PR |
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Melissa Skabich Account Supervisor Coyne PR |
There has never been a time when women have been more savvy, more curious and more empowered to make decisions for her and her family. Armed with a combination of online power and, for many, an innate sense of “momhood” – the bond that drives the desire to address, discuss or change an issue – she is open to new ideas, so long as those ideas are fresh and communicated to her in the right ways.
Consumer brands have experienced tremendous success in communicating to women and moms, and those best practices - particularly blogging and tapping select influencers - can be adapted and applied to health care. Come hear Linda Bernstein Jasper and Melissa Skabich of Coyne PR speak about how they and their colleagues worked with some of the country’s best-known companies to unearth the secrets of communicating with this crucial demographic, including the formation of expert online panels, incentivizing the right way and giving a voice to out-of-the-ordinary clinical communities.
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Hear Me. Know Me. Move Me: What You Need to Know About Engaging Women in 2011 Monique da Silva EVP, Head of North America Healthcare Ogilvy Public Relations Worldwide |
A look at how current trends will affect communications in 2011. Between Health Reform, a health industry in flux, a distracted patient population and an exploding list of communications channels, how can you break through to ensure that your communications resonate with the right woman? Armed with the latest disease trends and data on women, as well as a keen understanding of what it takes to modify behavior, we will walk you through the good and bad of what lays ahead for marketers in 2011.
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M2W-HC Bootcamp: Everything a Marketer Needs to Know in 2 Hours Stephanie Ouyoumjian EVP, Director of Strategy Publicis USA |
How are you going to do it? How are you going to convince your organization that they need to do things differently? How are you going to start implementing change? How are you going to market to women in a way that works? How are you going to get the most out of this conference?
Come to the preconference workshop and find out. This will be a highly engaging, fun, informative session that will kickstart your efforts in a very real way. You'll get the facts, you'll get truths, you'll get inspired, you'll get action items specific to your goals, you'll get real world examples of what's worked and what hasn't.
We'll start at ground zero and after two hours, you'll have your own custom guide book for what to listen for over the next two days and what you need to do when you go back.
Why market to women. How to market towomen. In two hours, Stephanie Ouyoumjian, a nationally recognized expert on building business with women and an award-winning speaker, will answer these questions and more, by sharing with you the most important things she's learned from studying and marketing to women. She'll separate myth from reality, and change from the unchangeable. She'll make you laugh. She'll make you work. She'll make you think.
If you're serious about marketing to women, come to this bootcamp. You'll leave feeling more "fit" to tackle the wonderful and rewarding task of marketing to women. And you’ll be better prepared to use the M2W®-HC™ conference experience to build business for your brand.
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Don’t be Fooled by Demographics Scott Nesbitt EVP, Analytics and Information Healthy Advice® Networks |
The unique environment of the physician’s office combined with the unique gatekeeping role of women regarding healthcare decisions calls for a different approach to marketing and targeting in the physician office. It is not enough just to be in-office; it is paramount that you deliver the right message in the right way to the right person. And it might not be who you think!
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Engaging Women Online: One Size Does Not Fit All Nan-Kirsten Forte Executive Vice President, Consumer Services WebMD |
Eleanor Roosevelt once said that ‘understanding is a two way street.’ Today the internet is that two-way street and it has become far easier to reach that ‘understanding’ when you know what to look for and are willing to listen. By observing a woman’s online behavior, she’s helping companies better understand who she is, what she values, and what influences her decision making process. Using insights culled from billions of interactions WebMD has with millions of women each month, Nan Forte, Executive Vice President of WebMD Health will help attendees better understand and engage these ever-evolving women.
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Leveraging Search Ranking for Brand Recovery Chris Keating Director of SEO Performics |
If social media can improve search ranking and spread good news fast, it's made the spread of bad news even faster. What happens when your brand is well-ranked in all the right search engines for all the wrong reasons?
Join Chris Keating, Director of SEO at Performics, the performance marketing expert inside Publicis Groupe, for a session on how to leverage search and social media to connect with your customers and target audiences and manage your online reputation. Using healthcare industry examples, Chris will focus on recent developments in the digital landscape, applications of search engine optimization (SEO) fundamentals, and hidden opportunities for increased brand exposure. He will also share findings from a proprietary Performics study examining the use of social media by healthcare customers.
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From All in the Family to Modern Family: The Evolution of Today’s American Families and What Health Marketers Should Know to Connect Respectfully and Helpfully with Them Bonnie Ulman, Moderator President, The Haystack Group Co-Author, “Trillion-Dollar Moms: Marketing to a New Generation of Mothers” |
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Nadine O. Vogel President Springboard Consulting |
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Cynthia Nelson
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Najoh Tita-Reid
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Thomas Tseng Principal and Co-Founder New American Dimensions |
Society’s fascination with the evolution of families is reflected in decades of popular tv sitcoms, providing an armchair view of the tribulations of single parents in One Day at a Time to the challenges of iconic blended family, The Brady Bunch, and today’s Modern Family. George Lopez focuses our attention on the daily life of an LA-based Hispanic family while nobody could hate Chris for sharing the perspectives of an African-American family.
Contemporary media reflects in part the many nuances and dynamics in today’s evolving American family. Families with single Moms, single dads, LGBTS parents, White, Black, Asian or Hispanic Moms, special needs or chronically ill children and all or some of the above in combination. What’s a health marketer to do?
Moderated by Bonnie Ulman, this panel discussion features leading media, research and marketing experts who will discuss the attributes today’s family units have in common as well as their unique differences. How do families from different cultural backgrounds actually define “good health”? What are the keys to successful messaging?
Ulman will inject an important perspective on this issue that might help you revise your target marketing strategies. Expect to learn how to better connect, improve health literacy, and build brand with today’s diverse American families while still working within the challenging realities of today’s leaner marketing budgets.
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The Convergence of Trust and New Media—What’s a Brand to Do? Sharon Callahan, Moderator CEO, The Vue Group |
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Carrie Craigmyle SVP, Group Account Director PHD Network |
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Loreen Babcock
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Maureen Mullen |
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It's not news that consumer trust remains at historic lows across categories, and very notably in healthcare. This is the new normal for all brands as the ripple effects of trust breakdowns spread across the entire healthcare industry. What will it take to thrive in this environment? What are new ways to earn the trust and harness the buying authority of women? It all starts with how you engage customers where they live, and right now that place is increasingly online. We will present an overview of the Pharma Digital IQ Index which provides actionable metrics for increasing digital competence and brand trust. We'll look at how category leaders are forging new relationships with the women who love their products, as they create positive ripple effects of their own.
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The FDA and Social Media: What’s Next? Peter Pitts President, Center for Medicine in the Public Interest |
After sending mixed signals about its views on how regulated industries use social media, the U.S. Food and Drug Administration held a two-day public meeting on the subject, raising hopes and expectations that clear guidance would soon be forthcoming. Whether or not this is an accurate reading of the agency’s intentions is certainly open for debate.
Regardless of FDA action (or inaction), social media is here to stay and is becoming an increasingly important tool for pharmaceutical and healthcare marketers. What can you expect from the FDA and how will it impact providing accurate information and potent marketing messages in the future?
This presentation will address many of these pressing issues, including:
• Correction of inaccurate information
• Outreach and interaction with healthcare bloggers
• User-generated content and corporate responsibility
• Sponsored search engine links
• Appropriate disclosure of risk information
• MedWatch and the future of adverse event reporting
• The role of the Division of Drug Marketing, Advertising and Communications (DDMAC) in social media oversight and the dangers of “regulatory creep”
• What can we expect from the FDA … and when?
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Selling Health or Hope? Marketing to Women and the Affordable Care Act of 2010 Janet Taylor Health Contributor, NBC News and CBS News |
Hope was the rallying cry of President Barack Obama as the Patient Protection and Affordable Care Act of 2010 was signed into law on March 23, 2010. The premise and promise was that by making health care coverage more affordable, protecting women from gender discrimination and high premium costs and by making health coverage easier to obtain, up to 15 million uninsured women would gain. Another 14.5 million would also benefit by improving coverage and reduction of premiums. Historically, women with individual coverage have been charged higher premiums than men, or had difficulty obtaining coverage for conditions like pregnancy or a pre-existing condition.
The health needs of women are large, whether in their reproductive years or while acting as the health CEO's of the household. The need for simple, actionable information is key. This luncheon keynote focuses on healthcare reform and specifically its implications for you as marketers including:
1. Addressing issues of choices/ control. An understanding of how women make decisions. There will be many important choices. This is not a time to be emotional.
2. The increasing use of technology to manage care. Whether it's electronic medical records or following up with visits/messages. The digital divide may contribute to health disparities.
3. A change in mindset about where women receive care. The days of only receiving medical assessment, care or treatment as in the doctor's office or hospital emergency room or clinic are quickly fading. The place of health contact could likely be a drugstore, supermarket or clothing store with multiple variations.
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