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DTC at a Breaking Point: The Debate That Changes Everything

DTC advertising is heading for a turning point.

New regulatory pressure. Growing scrutiny. And a fundamental question emerging across the industry: is the current model built to last?

What happens if the rules change overnight?

Join us at the 2026 DTC National for a bold, multi-perspective debate exploring what the future of DTC media strategy could look like and what it will demand from marketers.

Navigating the New Rules of Engagement: A Debate on the Future of DTC Media Strategy

📅 April 21, 2026 | ⏰04:45 PM – 05:15 PM EST

As regulations evolve, this session brings together diverse industry voices to challenge assumptions, debate tradeoffs, and explore how consumer engagement must transform in response.

What you’ll hear:

• How potential regulatory changes could reshape DTC advertising and signal a true before-and-after moment for the industry
• Whether mass media like TV can meet rising expectations for transparency, or if the future belongs to more targeted, digitally-driven engagement
• Why the conversation is shifting from restricting ads to making them more relevant, less intrusive, and more valuable to patients
• How marketers can use this moment as a catalyst to rethink strategy, improve patient outcomes, and build more meaningful connections

If you are thinking about what comes next for DTC and how to stay ahead of it, this is the conversation shaping those answers in real time.

MEET THE EXPERTS

Olivier Chateau

CEO

Health Union

Additional panelists from across pharma, agencies, and media will bring diverse perspectives to this timely and controversial discussion.

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

Michael D'Alelio

Director, US Consumer Marketing, NEMLUVIO

Galderma

Panelist - 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

Kimberly Labagnara

Director of Consumer & Patient Marketing

Radius Health

Breakout Track Speaker



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