Overview
Join the Marketers of the Self-Care Industry on November 14, 2024.
Don’t miss this year’s Marketing Forum for an action-packed day of learning, taking place the day after the 2024 Health in Hand Foundation Gala on November 14 at The Bellevue Hotel in Philadelphia, PA. Targeting mid-to upper-level marketing professionals and brand managers in the self-care industry, this event will feature a unique mix of learning formats for maximum value to participants. Gain insights from dynamic keynote speakers and insightful educational sessions on the latest marketing topics and trends impacting the industry. This is your opportunity to network, share, and learn from other marketing peers in the industry. Take back ideas to implement into your brand marketing strategy for the coming year.
2024 CHPA Marketing Conference Agenda
Thursday, November 14, 2024
8:00 - 9:00 a.m.
Networking Breakfast
9:00 - 9:15 a.m.
Welcome Remarks
9:15 - 11:00 a.m.
American Self-Care: What it means to people and how they bring it to life
Amidst the unprecedented challenges faced by consumers in recent times, the evolving landscape of self-care has captured the essence of transformation like never before. The dynamic shifts in consumer perspectives and behaviors surrounding self-care have unfolded with remarkable speed in recent years.
In the backdrop of this societal metamorphosis, Persuadable Research (PRC) embarked on a remarkable journey in 2024. Through a comprehensive series of studies, PRC delved deep into the profound concept of "Self-Care" as perceived by Americans. The research aimed to unravel the multi-faceted dimensions of self-care – encompassing mental, emotional, physical well-being, and beyond.
The initial phase of the study witnessed respondents sharing their personal definitions of self-care, shedding light on the intricate nuances of various self-care categories. As the research progressed into Phases 2 and 3, PR conducted an exhaustive exploration of mental and physical self-care practices. Insights were garnered on the divergent perspectives across generations, income brackets, and health conditions, painting a rich tapestry of diversity.
In a synergistic collaboration, NielsenIQ (NIQ) presents an enlightening showcase of how consumer product priorities have realigned in tandem with the evolving consumer landscape. Through an advanced analysis of shifting consumer behaviors in-store, NIQ unveils the subtle yet profound changes in consumer preferences and purchasing habits.
This captivating presentation transcends the conventional realms of market insights, offering a compelling narrative of the intricate shifts in consumer attitudes and behaviors. By decoding the subtle nuances in consumer preferences, retailers and manufacturers are empowered with a strategic roadmap to craft tailored strategies that resonate with their target audience, fostering sustainable growth and lasting impact.
Speakers:
Charles Miller, President & CEO, Persuadable Research Corporation
Sherry Frey, Vice President Total Wellness, NielsenIQ
11:00 - 11:45 a.m.
Humanizing your Brand: The Importance of a Connection Idea
Do you wonder if your marketing plan resonates with your key target? This session will help you identify techniques and strategies to improve the connection your brand has with your target consumer.
Participants will learn how to develop insights that will lead to the development of a connection idea that can be deployed across all communication strategies. The end result? A more relevant and beloved brand that becomes an integral part of your target's self-care arsenal.
Speaker:
Carisa Held, Senior Managing Consultant, SBL Consulting Group
11:45 - 12:30 p. m.
Networking Lunch with CHPA Board of Directors
12:45 a.m. – 1:15 p.m.
A Humor-Based Approach to Engaging Target Audiences
While consumer health and well-being are no joke, a humor-based approach to engaging target audiences can unlock new connections. Research has shown that laughter, when applied appropriately, changes your brain chemistry. Laughter shifts brainwaves from beta waves, which are associated with higher anxiety, to alpha waves, putting us in a state of being more relaxed and attentive. When we can shift our audiences to an alpha state, they have the ability to think more clearly and connect differing thoughts. In this session, we will learn how the tenets of humor can be applied to storytelling, enabling us to reach, engage and influence our target audiences in new and different ways. This is not about joke telling. Rather, you’ll learn how to apply the tenets of humor to create more engaging content, build better stories and connect with audiences in a more memorable way to drive brand affinity. Through a mix of education and interactive exercises, you’ll learn how to think differently, create the unexpected and have a little fun along the way.
Speaker:
Jacqueline Kolek, Chief Innovation Officer, RF Peppercom, a division of Ruder Finn
1:15 a.m. – 1:45 p.m.
Delving into Data
There are a variety of ways data can provide guidance for sales and marketing strategies. Utilizing all the data you have available will lead to refined targets and help maximize your resources to drive growth.
This session will discuss how to utilize data to improve shelf presence, merchandising tactics, online integrity, maximize assortment, improve the size of the market basket, and facilitate a stronger omnichannel strategy.
Speakers:
Dave Wendland, Vice President Strategic Relations, Hamacher Resource Group, Inc.
Angela Nicloy, Director of Marketing, Hamacher Resource Group, Inc.
1:45 - 2:45 p.m.
Influencing the Path-to-Purchase: Impact the Complex Buyer’s Journey to Build Market Share and Generate Long-term Sustainability
With the path-to-purchase becoming more splintered than ever, it’s critical that we maintain a pulse on how consumers are purchasing, what is driving their decisions, and how we can most effectively and efficiently influence them at key points along the shopping journey. In this panel discussion, you’ll hear marketing leaders share success stories, current headwinds, and potential trends shaping the tools and tactics they use to influence the consumer journey and grow their market share for long-term results. By the end of the session, you’ll gain valuable insights into how broader trends may be impacting your target consumer’s path-to-purchase, along with inspiration and strategies for brand building to enhance your position within your category.
Speakers:
Coming soon!
2:45 - 3:00 p.m.
Networking Break
3:00 – 4:00 p.m.
From Concept to Care: How GenAI is Reshaping Women’s Health
Imagine a world where healthcare is not only personalized but also accessible and equitable for every woman. Generative AI (GenAI) is poised to play a transformative role in advancing women’s health by enabling innovative solutions that cater to individual needs and break down barriers. As we trace the journey of a woman’s life from puberty to menopause and beyond, we will share how GenAI is being utilized to improve personal tailored recommendations, insightful data analysis, and unparalleled support. Dive into the exciting potential of GenAI as we tackle critical issues such as data bias, privacy concerns, and ethical considerations. Discover how these cutting-edge technologies can be leveraged to innovate within the women’s health space, and can benefit women from all walks of life, ensuring that we move forward without reinforcing existing healthcare disparities.
Speaker:
Alf Whitehead, EVP Applied Sciences, Klick Consulting
4:00 - 4:45 p.m.
Worldwide Wellness: Innovative New Products and Inspiring Campaigns Elevate Self-Care Everywhere
Journey to international consumer health markets with Nicholas Hall Group’s Liz Cummings to explore winning marketing campaigns for innovations from Rx-to-OTC switches, including OTCs not yet available in the US, to dietary supplements and natural remedies. Then take a deep dive into women’s health and the power of choice with Anna Maxwell, trailblazing founder of UK-based Rx-to-OTC switch pioneer Maxwellia, who switched a progesterone only daily oral contraceptive in 2021 and has just launched two new OTC medicines to tackle disruptive periods.
Speakers:
Liz Cummings, Regional VP, North America, Nicholas Hall Group of Companies
Anna Maxwell, Founder & CEO, Maxwellia
4:45 - 4:55 p.m.
Closing Remarks
5:00 - 6:30 p.m.
Networking Reception
Registration Information
Registration Fees
- $795 – Early-Bird Member Registration (through August 14, 2024)
- $895 – Standard Member Registration (after August 15, 2024)
- $1495 – Nonmember Registration
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, 2024, will receive a full refund. Cancellations received after September 4, 2024, will result in the forfeiture of the entire registration fee. Substitutions are always accepted.
2024 Speakers
Coming Soon!
Thank you, Sponsors!
Travel
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
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).