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The NEXT: Tech Playground is your chance to get hands-on experience with the latest innovations redefining healthcare marketing. From immersive brand experiences to AI-powered content tools, explore how cutting-edge technology is transforming the way we engage audiences, create content and optimize campaigns.

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Grab a coffee and a snack before the event begins.

Sponsored by Pinterest

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Kick off Innovation Week with a brief welcome and a look at what’s ahead—key sessions, highlights and what to expect throughout the day.

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The New Health Imperative brings together Propeller Founder & CEO Charlie Flax and Amazon Pharmacy’s Matt Reust for a conversation on the forces reshaping healthcare today: AI, affordability, rising consumer expectations and global economic uncertainty. Together, they’ll explore how healthcare organizations are adapting to rapid change, redefining access and convenience, and preparing for a future where disruption is the norm.

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Direct-to-patient (DTP) platforms like Lilly Direct, Hims & Hers and Ro are redefining how care begins by compressing diagnosis, prescribing and fulfillment into seamless, digital-first experiences. As consumer expectations reshape access, trust and speed, this shift creates new opportunities for brands to innovate, partner and grow. This session explores how emerging care models are unlocking demand and redefining consumer engagement and where brands can lean in to drive meaningful business impact.

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Go beyond the situationship to build a real relationship with AI. Creatives, one and all, join us for an honest, messy, joyful, practical, tactical workshop to hack easy on-ramps for: building your AI Community Intelligence to help solve problems, fixing specific pain points, designing workflow systems and finding your creative joy with AI.* 

Please bring your phone and laptop to participate in this workshop activity.

*AI was not used in the writing of this description.

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The old operating model — agency on one side, consultancy on another, client somewhere in the middle — is breaking down. Clients don't want more vendors; they want integrated teams that can move faster, think bigger, and deliver measurable commercial outcomes. This panel brings together leaders from Propeller, Credera, and a global client lead to unpack what it actually takes to build new operating models together: how AI is collapsing functional silos, how the agency-plus-consultancy model changes the work, and what a true hybrid looks like when speed and in-housing meet deep craft. Above all, we'll focus on the hardest part — working better cross-functionally — and the practical moves that make it real.

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Health decisions aren’t just shaped in exam rooms anymore. They’re happening in feeds, in comments, and in the moments in between. Platforms reward what grabs attention, allowing misinformation to spread faster while confidence often replaces credibility.

This panel brings together influential voices to explore what a new model looks like in a video-first world. One where lived perspective, clinical authority, and medically reviewed content work together instead of competing for attention. The result is more clarity, better context, and information people can actually act on.

If health is already being shaped in the scroll, the question is: what should that experience look like when it’s done right?

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Behind every data point is an individual person. In healthcare, these data tell vital stories about diseases, trials and real lives. While technology provides an abundance of data, a human-centered approach is required to transform complex health metrics into impactful narratives that truly resonate.

The Data Visualization Specialty Team (DVST) will showcase how imagery, content organization, and audience participation can be utilized to reveal the human stories behind health indications, turning abstract data into deep, actionable understanding.

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As HCPs and patients increasingly turn to LLMs and AI-driven search for health information, the way healthcare brands create, structure and measure content needs to evolve. This session explores the changing AI Search landscape, what it means for healthcare clients and how to start optimizing content for brand visibility, credibility and engagement. We'll ground the discussion in current trends, then move into practical actions brand can take now and how to measure the impact.

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Grab lunch and network with other attendees.

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The future of healthcare engagement isn’t campaigns or chatbots—it’s intelligent, agentic experiences that assist people in real moments of need. Leaders from across Omnicom Health will share how AI-powered capabilities are helping HCPs, patients, caregivers and field teams access personalized guidance, clinical information and expert support on demand. Through real-world use cases, we’ll explore how these scalable experiences are reshaping healthcare engagement.

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AI can do almost anything. The harder question is when it should — and when it shouldn't. We'll work through a practitioner's framework covering 4 lenses: security and compliance (especially with PHI), knowing when to "lock down" a workflow instead of re-running AI forever, the central role of data and context and the rapidly exploding economics of tokens, frequency and model choice.

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As generative AI accelerates content proliferation, trust and connection matter more than ever. This session explores how authentic human voices can be thoughtfully extended through AI, giving patients and HCPs new ways to engage with trusted KOLs and patient advocates on their terms and at their pace. Drawing on health and patient engagement projects, we’ll examine how conversational media can bring empathy and expertise into digital channels while supporting compliance, and how conversational data can help brands listen as well as speak.

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In an era of synthetic everything, the credibility real patient voices provide matters more than ever. This session introduces Snow's philosophy for keeping authentic patient experience at the center of health communications as AI reshapes the industry. By combining 25+ years of patient engagement expertise with advanced AI capabilities, including Omni+, we show how faster synthesis and NLP-supported analysis deepen our understanding in ways never before possible — amplifying the voices that matter most: real patients.

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Discover how game thinking can elevate congress engagement in this fast-paced, interactive workshop led by the experts at Studio Rx. Participants will collaborate in teams to pitch, ideate and design original game concepts inspired by real-world congress challenges and opportunities.

Through hands-on activities, teams will explore how gamification can increase attendee participation, enhance learning, drive booth traffic, and deepen brand interaction across congresses and live events. Along the way, we’ll cover the fundamentals of game design — from game design documents and level design to scoring systems and leaderboards — and apply them directly to audience engagement strategies.

Whether you’re a strategist, creative, account lead, or experience designer, this hack-a-thon is designed to spark fresh thinking and uncover new ways to engage audiences through play.

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AstraZeneca and Credera partnered to launch AIMI-GPT, the first HCP-facing generative AI medical information assistant from a major pharmaceutical company. Built for a highly regulated environment, AIMI-GPT gives healthcare professionals direct, compliant answers grounded in AstraZeneca-approved medical content. This session will unpack how the team moved from efficiency opportunity to production GenAI platform, what it took to launch responsibly and how AIMI-GPT is now creating new opportunities for HCP engagement, operational efficiency and scale across brands and markets

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This session explores how CRM has had its own glow-up – evolving from the database marketing era of the 1970s into today's AI-powered omnichannel ecosystem. 

CRM's Coming-of-Age Story will unpack how relationship marketing has moved beyond batch emails into connected, data-driven customer experiences built around relevance, timing, and personalization. 

We'll explore how brands are leveraging owned audiences, behavioral signals, journey orchestration, and AI-generated content at scale to create smarter, more human engagement. 

Because while the technology keeps changing, the goal of CRM has always been the same: Building relationships that actually matter.

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Grab coffee and a snack.

Sponsored by Domo

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AI is transforming healthcare with smarter tools, quicker answers and powerful new insights, but it's also introducing new layers of complexity into how patients and doctors connect. It can put a spotlight on insights humans might miss, enhance decision-making and empower patients to engage more actively in their care, but it can also introduce overreliance, confusion and new friction in trust and communication between patients, doctors and other members of the care team. This session explores both the promise and the pitfalls of AI and technology in care, exploring what it meaningfully improves, where it adds complexity and how it’s reshaping the future of the patient–doctor relationship.

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In this interactive Vibe Coding Workshop, you will become a citizen developer without needing an engineering degree! You will explore how teams can tackle real business challenges with working prototypes in a single session. Designed for all knowledge workers, this experience combines an interactive demo, hands-on building and practical examples showing how quickly ideas can come to life with the right prompts. No advanced technical background is required—just curiosity, creativity and a willingness to experiment.

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In no industry is the need for trust more acute than healthcare. And yet the tools reshaping how patients find information, make decisions and connect with care are moving faster than our ability to fully understand them.

This fireside chat with iHeart's creative leadership explores the tension between the rising tide of AI and the fundamentally human nature of health. Because at the end of the day, most pharma communications exist to drive one thing: a real conversation between humans—a patient and a physician, a pharmacist, a caregiver.

We'll dig into what the intimacy of audio and podcasting uniquely reveals about that relationship — and what it means that patients are increasingly turning to these formats for health information. Where does AI fit in the healthcare journey, and where does it fall short? Who's being left behind, and where can technology and humanity work together to lead people to healthier outcomes?

Featuring an iHeart creative executive alongside a special guest podcast host to be announced.

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The NEXT: Tech Playground is your chance to get hands-on experience with the latest innovations redefining healthcare marketing. From immersive brand experiences to AI-powered content tools, explore how cutting-edge technology is transforming the way we engage audiences, create content and optimize campaigns.

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A deep-dive session featuring 3 experts at the intersection of video production and health technology. The discussion focuses on the evolving way patients consume information and how AI is rewriting the rules of engagement.

Key Themes

• Authoritative Content: Maintaining trust and credibility in an era of rapid-fire content generation


• The ABCs of Creative: A masterclass in high-performing creative assets tailored for health audiences


• The Full Funnel Journey: Mapping the patient experience from the first search to treatment, specifically addressing new search surfaces like Large Language Models (LLMs)


• AI Innovations in Video

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This panel will explore how health marketers can build brand advantage in a more complex, data-driven environment. We'll discuss how Omni brings audience intelligence, workflow, Al and human strategy together to help teams move faster, make sharper decisions and create more connected brand experiences without losing the trust or quality healthcare demands.

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At this interactive Pinterest workshop, you will get a first look at Trends Today, a new workflow that turns live Pinterest trend signals into campaign-ready creative ideas. We’ll explore how Pinterest’s planning mindset and intent-rich signals surface unique, durable trends that often emerge here before they show up anywhere else. Attendees will see how to identify the right trends for their audiences, quickly generate concepts and creative rooted in real Pinner behavior, and leave with actionable ways to bring these insights into upcoming campaigns.

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Half of US clinicians now turn to OpenEvidence before making a clinical decision—1.3 million AI-powered searches per day, happening in exam rooms, ERs and ICUs across the country. Dr. Ania Bilski knows this firsthand as both VP of Clinical AI at OpenEvidence and a practicing ER physician at UCSF and Kaiser. In this fireside, she unpacks how AI is reshaping clinical decision-making in real time—and what it means for how pharma brands show up when it matters most.

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If implemented, FDA’s Plausible Mechanism Framework would represent a significant shift in rare disease regulatory thinking—moving the burden of proof from pre-approval trials toward mechanism-anchored evidence and post-market real-world data. Join our panel of experts for a candid discussion on what this could mean for sponsors of ultra-rare therapies, and the implications across regulatory strategy, evidence generation, patient engagement and commercialization.

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This is one for the creatives who want to push boundaries. Node-based workflows let you chain AI tools together visually – connecting, remixing, and scaling ideas in real time. In this hands-on session with Magnific Spaces, you'll learn how to build powerful creative pipelines without writing a single line of code. Think social content, ad concepts, and visual experimentation – all supercharged. Just show up curious, roll up your sleeves, and see what you can make.

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A conversation with OpenAI’s Nate Gross on where AI is becoming genuinely useful in healthcare, how it may reshape the patient and clinician experience and what leaders across the health ecosystem should understand as trust, communication and adoption evolve.

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Grab lunch and network with other attendees.

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Last month, an AI agent managed promotional pricing across 12 markets. It analyzed competitors, adjusted margins, coordinated with partners and executed changes—without asking anyone. The marketing directors found out when they saw the results.

Welcome to the agentic era.

In this high-impact session, Shelly Palmer cuts through the hype to deliver what leaders actually need: a new vocabulary for AI (Model, Harness, System, Agent), a proven framework for deployment (Context & Evals) and the five shifts that will define winners in 2026—from "Share of Prompt" to why your organization must "Default to Distrust."

The technology is ready. Are you?

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AI can generate an image, but it takes an VFX artist to build a brand.

Join Visual effects experts from Coffee & TV and Studio Rx to discuss the high-performance synergy between elite artistry and generative technology. This session demonstrates how master-level craft transforms raw AI output into sophisticated, medically accurate storytelling.

We are moving past the "novelty" phase of AI to focus on intentional craft. We’ll show how we use AI as a high-powered engine, directed by the seasoned hands of VFX masters to ensure every frame meets the rigorous aesthetic and regulatory standards of healthcare.

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The promise of AI in health marketing isn't just faster execution—it's a fundamentally reimagined way of working. In this session, Adobe and Omnicom Health share a candid look at what it means to build AI-native workflows from the ground up, in true partnership. We'll explore how aligning platform capabilities with agency expertise creates something neither can achieve alone: end-to-end intelligence that spans strategy, content, activation and measurement. From briefing to delivery, we'll discuss the principles guiding this collaboration and what health marketers should expect from AI-powered workflows in the years ahead.

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Quicker, cheaper, more personalized. Everyone’s talking about needing content at scale—not many are actually making it work. This session takes an honest look at what it really takes to build an end-to-end, AI-enabled content pipeline across channels, from brief to build to distribution. Learn what’s working, what’s breaking and how leading teams are successfully operationalizing AI, automation and modular content to deliver personalized experiences at scale.

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This fireside chat will focus on Veeva Commercial Vision 2030, specifically how architecting and enabling technology is redefining the future of engagement and content representation to drive growth. The core of the discussion will be how enabling technology allows our content partnership to elevate content relevance—ensuring that how a brand is represented digitally creates meaningful impact for both HCPs and patients. Content partners are foundational to this strategy, as they turn technological infrastructure into the creative and business outcomes that drive client growth.

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Join Hannah Cunningham, Director of Digital Art at Studio Rx, and experts from Adobe, for a hands-on session breaking down how our studio utilizes Adobe's AI-first workspace to scale creative concepting and character development. Discover how to use the canvas to anchor visual references, leverage multi-model ecosystems for rapid iteration and apply features like Describe Image and Presets to lock down precise style continuity. You’ll walk away with a repeatable blueprint for maintaining strict character consistency across high-volume creative runs, running collaborative design sprints and pushing the boundaries of synthetic media production.

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Younger adults with cancer are already using AI to decode medical language, prepare for visits find support and navigate care between appointments. This panel explores what that means for providers, pharma and patient advocates and how we can build credible, human-centered support around that reality. Join leaders in oncology, pharma and Omnicom Health to discuss where AI can help, where human connection still matters most and what responsible innovation looks like.

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The world of multilingual healthcare content and localization is changing fast, and so are the opportunities for brands. Join the Mother Tongue Life Sciences team to learn more about building and leveraging custom AI solutions for your therapeutic area and brand voice. They’ll talk through best practice today, provide guidance on where and how human expertise is best deployed, and take a look at the future of the space too. The team will be taking questions and look forward to a lively discussion.

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Grab coffee and a snack.

Sponsored by Domo

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This session challenges the industry's instinct to silo "health marketing" from broader consumer behavior. The premise: patients don't suspend their consumer instincts when making health decisions—they're influenced by the same social proof, community validation and discovery patterns that drive every other purchase.

Key discussion topics:

• How social is becoming the new search engine for health—consumers are increasingly turning to social platforms for discovery, research and decision-making around their health, just as they do for every other category
• How health decisions are shaped in social environments—examples: Facebook Groups for chronic conditions, Instagram for wellness, Reels for health literacy—and the role of peer influence and community in driving not just awareness, but action

• How emerging platforms like WhatsApp and Threads are creating new touchpoints for reaching health audiences—from awareness and education to community-building—and what that means for brands looking to meet consumers where they already are

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Adolescent and Young Adult (AYA) patients (15–39) are underserved by healthcare models that fail to meet their developmental and psychosocial needs. Yet they represent 20–30% of patients, shape culture through online communities and are leading adopters of AI in healthcare. This session explores how social listening and agentic AI can transform real-time insights into human, personalized engagement, helping brands shift from transactional messaging to trusted, community-driven ecosystems that deepen connection, loyalty and growth.

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Human creativity evolves alongside technology. We'll unpack the evolution of social media creative strategy, focusing on the rise of the creator economy and AI.

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Get ready for an interactive, high-energy upgrade of Launchpad, where fresh inspiration, breakthrough ideas and “you gotta see this” innovation take center stage. Join Matt Routh for a curated live session built to spark reactions, conversation and new thinking across creativity, technology and healthcare. Come ready to shape the session as it unfolds, and then leave with exciting new ideas you’ll want to share.

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TikTok isn’t just Gen Z anymore—Millennials and Gen X are now its fastest-growing audiences, with highly active health communities.

At the same time, search behavior is shifting, long-form video is unlocking deeper education and HCP creators are building real influence.

This panel cuts through the hype to focus on what’s actually new—and where the real opportunities are for healthcare brands.

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Grab a drink, catch up with attendees, and compare favorite moments from the day's sessions.

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Grab a coffee and a snack before the event begins.

Sponsored by Pinterest

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Start day two with a brief welcome and a look at what's ahead – key sessions, highlights, and what to expect throughout the day.

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