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Patient stories are everywhere. Most are forgettable

Everyone’s using patient stories right now.

Very few are doing it well.

At the 2026 DTC National this year, one session shows what actually works and why most campaigns miss the mark.

How to Use Patient Stories Effectively in DTC Communications

📅 April 22, 2026 | 🕓 4:25 PM – 4:55 PM EST

This is not a “storytelling matters” talk. It is a clear look at what makes patient stories move people and what makes them fall flat.

Drawing on 12 plus years of real campaigns, you will see:

• Why some patient stories drive connection and others feel like ads

• What film can do that other formats cannot

• How to build narratives that motivate behavior, not just awareness

• Where creativity fits as DTC gets more crowded

If patient storytelling is part of your strategy, this session will make it better.

See you there.

MEET THE EXPERT

Patrick James Lynch

CEO

Believe Limited

Patrick is an award winning filmmaker and global health advocate who has delivered more than 100 presentations worldwide. His work spans documentaries, branded content, and advocacy campaigns featured by PBS, Forbes, Reuters, and more. He has spent over a decade helping brands translate real patient experiences into stories people remember and act on.

Carolyn Austring

Executive Director, Marketing, Oncology

Bayer

Speaker - Main Agenda



Sean Cunningham

President & CEO

VAB

Speaker - Main Agenda

Jeremy Truxal

VP of Marketing, Cologuard

Exact Sciences

Speaker - Main Agenda



Randy Keim

Senior Director, HCP & Consumer Marketing

Sanofi

Panelist - Main Agenda

Denise Campbell

VP Marketing Strategy, US Oncology and Enterprise Partnerships

Novartis

Speaker - Main Agenda

Kristine Saffrin

Associate Marketing Director, Patient Marketing

Alexion, AstraZeneca Rare Disease

Panelist - Main Agenda

Annie Foster

Group Director of Social Media Creative

Omnicom Health

Speaker - Main Agenda

Jason Alongi

Senior Director Consumer Marketing

Tarsus Pharmaceuticals, Inc.

Panelist - Main Agenda

Patrick James Lynch

CEO

Believe Limited

Speaker - Main Agenda

Jim Potter

Executive Director

Coalition for Healthcare Communication

Speaker - Main Agenda

Olivier Chateau

CEO

Health Union

Moderator - Main Agenda



Frank Chipman

Managing Director

Advanced Insights and Marketing

Moderator - Main Agenda

The Regulatory Crossroads: What FDA Action Means for DTC

Creative That Breaks Through the Formula

AI in Action: From Concept to Approval

Beyond Television: The Expanding Media Mix

Culture, Celebrities, and Influence in Healthcare

Patient Storytelling That Drives Action

Reaching Diverse and Underserved Audiences

Real-World Case Studies from Leading Brands

Interactive Breakouts: Practical Solutions for Marketers

Networking and Awards Celebrations

Reserve Your Spot

Registration is open, and space is filling quickly!

• Secure access to all agenda sessions
• Join hundreds of senior DTC industry peers
• Attend multiple award ceremonies under one roof
• Lock in hotel rates before blocks sell out

Why the 2026 DTC National Matters More Than Ever

• Regulatory Uncertainty – Prepare for potential DTC bans & policy shifts
• Industry Evolution – Unlock the power of AI, omnichannel engagement, and patient-first marketing
• Unmatched Networking – Exclusive opportunities to connect with top pharma leaders
• Celebrate Excellence – Honor award-winning campaigns, creative innovators, and top marketers