PHM HealthFront 2023: Day 1
“Welcome to The PHM HealthFront 2023! This is the third time we’re hosting this forum, and I am incredibly thrilled to be here together to discuss the most pressing issues in our industry,” declared PHM President Andrea Palmer. “I’m struck by how much change we’ve all weathered, and how as an industry we’ve risen to new challenges. For that reason, this year’s theme is renewal, welcoming Spring and celebrating this opportunity to come together in pursuit of innovation.”?
Day One was indeed a celebration of Spring as the HealthFront welcomed nearly 500 attendees to a flower filled Chelsea Industrial in New York City, where participants tackled some of the hottest topics in health and health media. If Spring Renewal was the theme, empathy – having it and using it to improve patient outcomes – was the message of the day.
It certainly was from keynote speaker Patrick Dempsey, Actor, Producer and Founder of the Dempsey Center in Maine, where cancer care means more than medicine. It’s a deeply personal topic for Dempsey whose mother died of cancer. The goal of the center is to address the holistic patient in ways medical facilities do not.
“When people come to the center, they are vulnerable, we have to meet people with empathy and openness,” said Dempsey in conversation with Steve Alperin, CEO of SurvivorNet. “This goes for business, too. We have to be of service.”
One-third of data is considered “health data," but “How to Parse the Signals from the Noise?” In this panel, PHM Chief Digital Officer Ray Rosti was joined by Kevin Troyanos, Head of Analytics at Insagic and Scott Lucas, VP of Solution Consulting, Epsilon. “It’s not about scale, but about talking to the right people. Tiny little nuances to existing campaigns can drive a little more empathy to impact behavior,” said Troyanos, picking up where Dempsey left off. “This is the promise of AI.”
AI was omnipresent at HealthFront‘s Day One and Dr. John Whyte, Chief Medical Officer, WebMD and PHM’s SVP of Business Intelligence, Jason Patterson addressed AI’s promise in "DocGPT Will See You Now: AI in Healthcare." That promise, at least for now, is limited. “People want that interaction, that empathy, that compassion from a healthcare professional,” said Dr. Whyte. “And AI can’t be that, but it can be a tool.”
Social media is undergoing significant change. Yale Cohen, EVP Global Digital Standards at Publicis Groupe led a panel covering just how much. One challenge for brands is to navigate platforms safely, agreed Henry Anderson, Director, Digital Marketing & Omnichannel Operations at Supernus and David Zapata, Global Sr. Marketing Director of Media at Anheuser-Busch InBev.
The pharmacy is breaking down barriers between consumers and their access to health and medication. “We want patients to get their pharmaceuticals as easily as they do anything else on Amazon,” said Laura Jensen, Head of Pharma and Prescriber Business Development at Amazon Pharmacy in a fireside chat with Sarah Bast, EVP, Investment Marketplace at PHM.
In “Driving Speed to Market Through a New Approach to Content,” Jeff Fischer, PHM’s EVP and Head of Content outlined how to accelerate content creation to meet the industry’s need for speed. Fischer was joined by Kim Iadevaia, Head of Partnerships and Marketing at Influential, Craig Haines, Chief Revenue Officer, Health at Dotdash Meredith and Yosef Johnson, SVP Head of Creative, Vox Media.
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Healthcare professionals are looking to each other for information as emphasized by a panel of prestigious physicians in “The Power of HCP Peer to Peer Influence” with Dr. Jennifer Ashton, ABC News’ Chief Health and Medical Correspondent, Dr. Jessica Shepherd, MD, MBA, FACOG, Chief Medical Officer at Verywell Health, Dr. Patrice Harris, Medical Editor in Chief at Large, Everyday Health and Dr. Jenny Yu MD, FACS, Chief Health Officer at Healthline Media.
Search has changed and marketers are pivoting along with consumers. PHM Head of Paid Search and Paid Social, Pete Levin led panelists Dr. Garth Graham, M.D., M.P.H. of YouTube Health and Kim Dolan, Head of Health and Wellness Partnerships, Ads at Pinterest through a discussion on where they’re seeking out information today.
In “The Clock Is Ticking: Industry Embracing and Bracing for A New Measurement Currency,” Sam Armando, EVP, Investment / Video and Marketplace Intelligence at PMX presented new ways to track ad views along with panelists Josh Chasin, Chief Measurability Officer at VideoAmp; Robert Winston, VP, Director of Sales, Nielsen ONE; Jodie McAfee, Senior Vice President of Agency Partnerships, ispot.tv; and John Halley, President of Paramount Advertising.
“We’ve changed the hormone level on the stage,” declared Samantha Skey, CEO of SHE Media in "How Investors, Scientists and the Media Can Help Women Find Flow." Skey was joined by Jill Jaroch, Senior Director, Women’s Health and Urology Marketing at Astellas US and Stacy London, Menopause Advocate, Former CEO of State of Menopause and Co-Host of TLC’s What Not To Wear.
There’s a real need for more information around this stage of life and the changes it brings in a modern voice. “Women don’t want their mother’s menopause,” said Jaroch. “Women want it straight, no chasers,” said London. “If you know a Mack truck is headed for you and you have all the information about that Mack truck, you can get out of the way.”
The PHM HealthFront closed out Day One on a high note with an exuberant exercise.
If the day began with empathy, it ended in exuberance, thanks to a high-energy performance by freestyle+, the Tony-Award winning Freestyle Love Supreme. Anthony Veneziale, Stephanie Rae and Kaila Mullady merged improv, music and health topics aimed at improving mental fitness – and sent attendees into the evening energized.
The HealthFront debuted in 2019 as the first Upfront devoted exclusively to health and now in its third year, is bigger than ever and has expanded to include a series of Masterclasses from GoodRX, Health Central, Sharecare, Survivor.net and Verywell Health, where attendees were treated to deep dives and topic discussions in intimate settings throughout the day.
Additionally, PHM introduced several new products exclusively available to its clients:
PHM clients can reach out to their client leads for more information about these new products, available exclusively for them.
The PHM HealthFront continues Thursday in New York City, with more celebrity guests and trending topics. Stay tuned!