Thank you for attending the 2024 Marketing Forum
The Bellevue Hotel
Philadelphia, PA
Overview
Save the Date for next year's Marketing Forum on November 13, 2025!
Plan to join us next year at CHPA's unique event designed for mid-to upper-level marketing professionals and brand managers in the self-care industry. Marketing Forum features a mixture of educational sessions and learning formats that allows participants the opportunity to stay ahead of current trends, gain insights from dynamic industry experts and network with other marketers in the consumer healthcare space. Stay tuned for registration announcements in late spring of 2025.
2024 CHPA Marketing Conference Agenda - As of 10.24.24
Thursday, November 14, 2024
7:30 a.m. – 4:00 p.m.
Registration
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:
Sherry Frey, Vice President Total Wellness, NielsenIQ
Charles Miller, President & CEO, Persuadable Research Corporation
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 a.m. – 12:30 p.m.
Networking Lunch with CHPA Board of Directors
12:45 – 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 Peppercomm, a division of Ruder Finn
1:15 – 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:
Angela Nicloy, Director of Marketing, Hamacher Resource Group, Inc.
Dave Wendland, Vice President Strategic Relations, 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.
Moderator:
Carl Goedjen, Founder and President, Global Overview
Speakers:
Carly Baron, Chief Marketing Officer, Advantice Health
Gretchen Holquist, Vice President of Marketing, Ultima Health Products, Inc.
Josh Ripps, Director of CPG Advertising Sales, Amazon
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, VP, Business Development, North America, Nicholas Hall Group of Companies
Anna Maxwell, Founder & CEO, Maxwellia
4:45 – 4:55 p.m.
Closing Remarks
5:00 – 6:00 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
Carly Baron is the Chief Marketing Officer at Advantice Health, a rapidly growing company specializing in science-backed skin health brands such as AmLactin, Kerasal, Triple Paste, Dermoplast, and New Skin. Carly has led significant e-commerce capability transformation that resulted in 50%+ growth in retail sales and profit since ‘22, while also advancing brand equity development and marketing talent across the organization. Before joining Advantice, Carly spent six years at Amgen, the largest biotech company globally, where she held various roles, including Vice President and General Manager of Neuroscience. She led the successful launch of Aimovig, a groundbreaking medicine for migraine treatment. Aimovig's launch outperformed industry benchmarks, serving over 500,000 patients, and received recognition for its consumer insight, execution, and digital innovation. Carly was awarded Marketer of the Year by MM&M in 2019. Prior to Amgen, Carly spent almost 15 years at Johnson & Johnson (now Kenvue), where she held key positions overseeing equity development, brand strategy, innovation, and commercialization for leading consumer brands like Neutrogena, Aveeno, Splenda, Tylenol and Motrin. Her contributions spanned across the US, global, and Asia Pacific regions. Carly is dedicated to coaching and developing diverse talent, exemplified by her track record of high-performance teams, mentorship, and executive sponsorship roles in various employee relationship groups. Carly is a board member of Project HOPE, a leading international health and humanitarian NGO, she advocates for foster care, has traveled extensively, and promotes mental and physical health. Carly lives in Pennsylvania and is proud mom of four awesome kids age 7 to 14.
Liz is VP, Business Development North America, based in North Wales, PA. Liz joined the Nicholas Hall Group, a UK-headquartered specialist in global consumer healthcare, more than 20 years ago. She works with the Nicholas Hall team to support international and North American clients with business expansion initiatives including M&A, licensing and new product development through access to Nicholas Hall’s global sales databases, competitive intelligence services, and Nicholas Hall’s wide network of global contacts. She has published more than 100 articles on consumer health and has been a member of CHPA throughout her career.
Sherry Frey brings more than three decades of industry experience to her role as Vice President, Total Wellness at NielsenIQ. With a background in market research, innovation and consulting, she has elevated clients across the fresh, CPG and wellness industries, providing forward-thinking insights, combined with practical strategies. In addition to leading NielsenIQ’s Total Wellness team and industry engagement, Sherry has been a featured speaker at many national and international industry events and is often sought as a media and analyst resource on topics related to consumer health, wellness and environmental issues. Sherry’s view of health and wellness spans beyond personal health and wellness, encompassing how we collectively think about the health of the planet.
Carl Goedjen is the Founder and President of Global Overview. Since launching GO in 2008, Carl has leveraged his 30+ years of CPG experience across Anheuser-Busch, Ralston Purina, Frito-Lay and Pillsbury to lead the overall vision for how GO builds brands on Amazon. Carl’s direction and experience has helped brands navigate Amazon’s complexities across every category and client type, from legacy to challenger brands, consistently delivering an annual growth percentage nearly 2x of Amazon's. As Amazon continues to evolve, Carl is guiding GO with a commitment to do the same, expanding support across retail, operations, advertising, creative and data to position clients for long-term profitability and sustainable growth.
Carisa Held is a Senior Managing Consultant at SBL Consulting Group, LLC, a boutique consulting firm that works with consumer health and wellness companies to develop and implement growth strategies, particularly around the areas of business development, strategic planning & brand management and Rx-to-OTC switch.
Carisa is an experienced and passionate brand marketer with a proven track record of managing consumer health and wellness products. Prior to joining SBL Consulting Group, Carisa worked on a variety of brands from the iconic Johnson’s® Baby brand, to over-the-counter brands, such as Neosporin® and Lamisil®. She was also on the brand team responsible for switching Prevacid24HR® from Rx-to-OTC, leading the consumer communications work stream.
Carisa has worked at SBL Consulting Group since 2017 and has led a myriad of strategic marketing projects on behalf of clients. Notably, has been her involvement in the development of a new, first-in-class Rx-to-OTC switch brand in the reproductive health space in preparation for actual usage tests where her contributions included the development of a new brand identity and personality, and the creation of the brand name and packaging design that aligned to the brand’s key strategic objectives.
Carisa’s portfolio at SBL Consulting Group also includes working with clients to conduct in-depth research to identify unmet consumer insights for white space opportunities, creating strategic growth plans, leading market research initiatives, packaging and brand redesign projects, and conducting new claims work.
Carisa received her MBA from Northeastern University and a Bachelor’s degree from the University of Minnesota.
As Chief Innovation Officer at RF Peppercomm Jackie is responsible for identifying challenges and opportunities clients are facing and developing new solutions and services to help them mitigate risks and capitalize on changes to drive their business forward. For more than a decade, Jackie and RF Peppercomm have been leveraging the tenets of humor to engage and retain employees, connect with customers, and drive innovation and creative thinking in an environment that is anything but normal. These unique challenges require a different approach. Enter humor. Research has shown that humor shifts the way our brains think, enabling our teams to ignore obvious associations, break down thought barriers and open ourselves up to new thinking. We apply the tenets of humor to create this neuroplasticity and drive unexpected ideation and creative thinking that truly differentiate our clients and enable them to engage with stakeholders in new and different ways.
Anna Maxwell is a trailblazer who, with her combination of healthcare professional and commercial experience, is on a mission to widen access to medicines to improve the shape of public health and make a difference to people’s lives. She is founder CEO of expert switch start-up, Maxwellia, which specialises in converting prescription medicines into versions that can be bought in pharmacies and online.
In July 2021, Maxwellia made history with the launch of Lovima®, one of the first contraceptive pills to be made available to buy over the counter in the UK, and in September 2023 launched a new brand of affordable emergency contraception, LoviOne®, empowering women to take charge of their reproductive health. This year, Maxwellia has launched two new brands in the menstrual health space, Evana® for the treatment of heavy menstrual bleeding, and Ultravana® for period pain.
Anna and her team continue to build a pipeline of game changing consumer healthcare brands, helping people to better look after themselves.
After graduating from Western Carolina University, Charles began his post-college career at Persuadable Research Corporation. In 2013, Charles struck a deal to buy the company, taking the reins as President & CEO.
During his 20+ years in marketing research, Charles has worked with hundreds of brands, brand champions, and advertising agencies. He has led the company through multiple evolutions: from telephone research to online surveys, online & in-person qualitative, in-home usage testing, in-depth interviews, and most recently, hybrid studies powered with machine learning (AI). Charles is a Burke-trained qualitative moderator.
Charles’ leadership role within the company focuses on nurturing a culture of quality, trust, and support within the team. He continues to serve as the business development lead, working to build and maintain the relationships which keep the company thriving and the friendships which make the work fun.
Bachelor of Arts English Literature Western Carolina University (MCL)
Burke Institute Qualitative Research Certificate
Consumer Healthcare Products Association Member since 2008
- CHPA Board of Directors (2024)
- Self-Care Leadership Summit Committee (2021-Present)
- CHPA Marketing Conference Committee (2018-Present)
- Speaker CHPA President’s Forum (2019 & 2024)
- Co-Presenter CHPA RSQ Conference (September 2022)
Angela joined HRG in 2020 as director of marketing. She is responsible for corporate marketing, client brand development projects, print shop functions, and managing the marketing team. With over 10 years of experience in sales and marketing roles, she is savvy in pinpointing strengths and harmonizing them with assets to offer customers streamlined solutions that meet their business goals.
Angela excels at putting strategy ahead of reactionary responses to business challenges and always looks for practical options that are both efficient and effective. She enjoys learning about customers and their corner of the industry and thinking of innovative ways for them to succeed. Angela also applies this thinking to HRG’s products and is a critical member of product development teams. Her upbeat, positive attitude is a perfect fit in HRG’s culture
Josh Ripps is the Director of CPG at Amazon Ads. He is focused on helping CPG customers of all sizes navigate the ever-changing advertising landscape to ensure the best solutions are in place to deliver measurable, omni-channel results. Josh joined Amazon in 2016, when he began to grow the CPG vertical. Josh also founded Amazon Ads Pharmaceutical vertical. Prior to Amazon, he worked with top CPG companies as VP of Consumer Markets at WebMD, where he spent 8 1/2 years. At WebMD, his responsibilities included participating in corporate initiatives such as launching Health Apps and early-stage mobile monetization. Prior to that, Josh has experience launching media businesses such as social media site focused on writers and a local magazine.
Dave is a 30+ year veteran of the consumer-packaged goods industry and is passionate about optimizing results across the retail supply chain. A sought-after speaker for industry conferences and frequent editorial contributor, Dave always provides dynamic and thought-provoking presentations and idea-generating articles.
As vice president strategic relations and one of the co-owners of HRG, Dave has connected, counseled, and offered business-improvement solutions to a variety of manufacturers, distributors, retailers, and technology providers. With his bird’s-eye view of retail and consumer healthcare, he is able to assess and offer creative ideas to help companies of all sizes whether they are market leaders or new to the industry.
Alfred leads a team of multidisciplinary scientists dedicated to work in the healthcare and life sciences industries. His team brings together behavioral science, medical science, data science, and both hardware and software prototyping to create novel solutions to problems affecting the improvement of human health.
Past projects include:
- Forecasting of blood glucose levels for patients with type 1 diabetes using real-time sensor data, to less than 10% of the inherent instrumental error of the sensors.
- Creation of natural language processing (NLP) tools to mine scientific literature, online sources, forums, social media, and product reviews to rapidly extract the most valuable insights.
- Forecasting of measurable behavior change under various possible “nudge” and reminder scenarios using advanced machine learning techniques.
Alfred holds Masters degrees in Physics and Astronomy and is a published contributor to high-performance computer simulations in astrophysics. He is a frequent contributor to industry publications on topics such as artificial intelligence, machine learning, and data science.
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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).
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