Save-the-Date for the 2024 Marketing Forum!
The Bellevue Hotel
See You There!
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
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
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.
Speaker:
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.
Speaker(s):
Coming soon!
2:45 - 3:00 p.m.
Networking Break
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.
Speaker(s):
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
2024 Registration Details Coming Soon!
Registration Questions
Speaker Bios
Fontane Choi's passion for understanding human behavior and motivation has driven her career—moving from the clinical psychology industry to public relations. After over eight years in PR, Fontane witnessed the evolution of media and growing demand for more digital content, working on integrated PR plans for CPG clients that leveraged influencer relations to support and amplify 360 campaigns.
She joined Klick in January 2023 as an Associate Director of Influencer Marketing, bringing fresh innovative ideas to the forefront to leverage the power of influencer marketing within the pharma industry for our clients. Her work with the team has resulted in over 60 influencer partnerships and over 200 pieces of content planned for 2023–2024. With a constant pulse on social trends and platform capabilities, Fontane takes a social-first perspective in strategy development and challenges her team and clients to create compelling campaigns that resonate with target audiences while reaching business goals.
Glenwood Davis is President, Chief Executive Officer at Competitive Promotion Report, LLC (CPR). CPR provides the leading OTC and Personal Care manufacturers with unique competitive intelligence to help them develop more effective pricing, retailer margin and new product development strategies. The CPR syndicated database contains accurate and reliable data for more than 60,000 SKUs across 60 categories. CPR also works closely with our clients using our proprietary data to conduct strategic pricing optimization assessments that drive brand growth more profitably for the manufacturer and the retailer by integrating smarter decisioning into their business processes.
Prior to CPR, Glen served as President of The Brantley Group where he acquired multiple small CPG companies and then used his sales, marketing and strategic planning expertise to enhance shareholder value at more than a half dozen CPG companies. He continues to serve on the Board of Directors for several of these companies and provides management consulting services to other small businesses. Glen also spent 15 years with The Coca-Cola Company where he held various senior leadership positions across multiple divisions of the organization in North America and Europe.
Glen received his Bachelor of Science in Commerce degree from North Carolina Central University in Durham, NC. In addition to serving on the Board of Directors for the Consumer Healthcare Products Association (CHPA), he is active with the NCCU School of Business and Alpha Phi Alpha Fraternity. Glen is Founder & President, General Manager of the Georgia Kings Sports Foundation, a non-profit 501(3)c organization that each year provides more than 150 young boys in his community (from 3rd through 11th grades) an opportunity to participate in AAU travel basketball at a highly competitive level while maintaining a focus on academics.
Russell Evans is a Principal and leader of the Consumer Practice at ZS. He has extensive experience leveraging AI-driven data and consumer insight as a foundation for developing actionable growth strategies, new products and services, user experiences, and cross-channel CRM and loyalty programs. Russell has worked across many industries, including FMCG, consumer durables, financial services, consumer technology, retail, and hospitality. He helps clients with solutions including demand-driven innovation, consumer engagement strategy, personalization, consumer journey mapping, segmentation, campaign/tactic executional strategy, and program measurement. Prior to joining ZS, Russell was an Associate Partner in the consulting practice at Rosetta (a leading consumer engagement agency within the Publicis network), where he led strategic engagements for a number of Fortune 100 brands.
Amy is a cross-cultural marketing thought leader and a champion for health equity with over 20 years’ experience helping Fortune 500 companies and leading not-for-profits communicate effectively with diverse consumers. Amy spearheads the creation of relevant and impactful communications for the segments driving growth in the U.S. today: Hispanic, Black, Asian and LGBTQ+, and develops global cross-cultural strategies that drive relevance across markets. She leads the Cross-Cultural Strategy and Marketing capability (both Global and U.S.-focused) for Klick Health, the world’s largest independent commercialization partner for life sciences, and spearheads many of the company’s Diversity, Equity and Inclusion initiatives.
Amy is an adjunct professor at CUNY’s City College Campus, where she teaches Cross-Cultural Marketing. She holds a Master’s degree from the University of Pennsylvania and Ph.D. from Stanford, and is fluent in English, Spanish and Italian. She has worked with a wide variety of health and non-health clients, including Johnson & Johnson, Pfizer, Merck The American Heart Association, Janssen, Nestle, Citbank, HBO, Marriott and Progressive Insurance.
In 2021, Amy was honored by the PM360 ELITE Awards The 100 Most Influential People in the Healthcare Industry in the “Transformational Leader” category. In 2022, she was named a Clio Health Innovator as a leader driving progress in healthcare marketing. In 2023, she was named DTC Agency Vanguard recipient.
Jocelyn Konrad has recently taken on the role of Chief of Stores for the Family Dollar banner, part of Dollar Tree organization. In this role Jocelyn is responsible for overseeing 8200+ stores locations in the US. Jocelyn is responsible for store leadership across the Family Dollar banner, overseeing a team of more than 80,000 associates with a focus on talent management, executing and optimizing store standards and improving the store experience for customers and associates while improving financial results.
Jocelyn Konrad is the Founder and President of ForvaVerve, a boutique consulting firm providing services focused on process enhancement, strategy development, and operational excellence within retail operations and the pharmacy industry.
Previously, Jocelyn served as Executive Vice President and Chief Pharmacy Officer at Rite Aid Corporation.
While at Rite Aid, Jocelyn held multiple leadership roles, including District Pharmacy Manager, Regional Vice President, Vice President Healthcare Initiatives, Group Vice President Clinical Services and Initiatives, and Executive Vice President Pharmacy/Retail Operations. She founded the Women’s Leadership Network at Rite Aid and is also a founding member of WE. Jocelyn previously served on Board of Directors for the National Association of Chain Drug Stores and Rite Aid Healthy Futures.
Earlier in her career Jocelyn held leadership positions at Eckerd Pharmacy and Thrift Drug.
Jocelyn holds a BS in Pharmacy, from Philadelphia College of Pharmacy and Science in Philadelphia. She is a registered pharmacist in Pennsylvania and has been named to the list of Top Women in Retail and Most Influential Women by Mass Market Retailers. She is consistently recognized as an industry thought leader, featured in multiple publications, and a frequent speaker and podcast guest.
Additionally, Jocelyn is an active board member in Anthony’s Way Foundation and Jenna’s Blessing Bags Foundation. She is a member of the Board of Visitors at Philadelphia College of Pharmacy and continues to participate on the Advisory Board for WE, an industry women’s leadership group that she was a founding member.
Christin is an Associate Principal and leader of the Consumer Health Practice at ZS. She has extensive experience in business strategy, portfolio management, brand development, uncovering consumer insights, product innovation, shopper journey & marketing, and market research and analytics. Her focus at ZS includes working with consumer health clients on AI-driven insights generation, brand strategy, innovation, and personalization. She has also advised small businesses on go-to-market strategy and DTC sales and marketing best practices. Prior to joining ZS, Christin worked 20+ years at multinational CPG and Consumer Health companies including Procter & Gamble, Reckitt, and Novartis Consumer Health. She has global project experience managing brands across North America, Europe, and Asia, and spent time living in Russia, Japan, and Spain.
Jennifer has over 30 years of experience in marketing, business development and relationship management with a focus on private equity backed consumer healthcare. She is currently the Chief Growth Officer for J.R. Watkins, a heritage personal care and remedies brand, and previously led the marketing teams at Clarion Brands, Insight Pharmaceuticals, and Lansinoh Laboratories, managing a variety of niche OTC, personal care, and supplement brands. Jennifer attended the University of Michigan – Dearborn, where she earned her Marketing Management degree.
With over a decade of cross-cultural expertise, Kristin Tolbert, VP of Cross-Cultural Marketing, has worked at both big shops and boutique agencies across health and consumer brands to bring to life both targeted and total market campaigns grounded in authenticity and altruism.
Within health, Kristin has worked across multiple therapeutic areas and has helped build both product and master-brand go-to-market strategies that are health-equity driven and focused on understanding the beliefs, behaviors, and attitudes of diverse patient populations.
Before entering advertising, Kristin was a university instructor and researcher focused on language and contemporary diasporic literature across the Americas. She is a proud Toastmaster currently completing a pathway in Collaborative Leadership, a big mental health advocate, and loves all things personal and professional development.
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