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From Buzz to Backbone: AI Is Rewriting the Patient Journey

AI is no longer just a concept shaping future conversations—it’s actively transforming how pharmaceutical marketing operates today.

At the 2026 DTC National, this session explores how artificial intelligence is moving from theory into execution, reshaping the patient journey in real time.

Beyond the Buzz: How AI is Rewriting the Patient Journey (in Real-Time)

📅 April 22, 2026 | 🗓️ 03:55 PM – 04:25 PM EST

This forward-looking panel will explore how AI-driven strategies are not only enhancing speed and precision, but also fundamentally changing the dynamics of the patient journey and the physician-patient relationship.

In this panel, you will learn:

• How AI is enabling real-time optimization of patient and HCP engagement

• Ways AI-driven insights are accelerating and personalizing content development

• The evolving role of AI in shaping more precise and effective DTC strategies

• How these advancements are impacting the physician-patient relationship

If you're looking to better understand how AI is moving from theory to execution across the marketing ecosystem, this session is not to be missed.

We look forward to having you join us.

MEET THE EXPERTS

Mark Bard

Co-Founder and Managing Partner

The DHC Group

Kristine Saffrin

Associate Marketing Director, Patient Marketing

Alexion, AstraZeneca Rare Disease

Randy Keim

Senior Director, HCP & Consumer Marketing

Sanofi

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