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The Big Budget Myth: How DTC Brands Are Winning Without It

Big budgets used to dominate DTC.

More spend meant more reach, more share of voice, more impact. But that equation is starting to break—and fast.

Today, smarter media strategies, sharper targeting, and better use of data are giving smaller brands a real edge.

What does it actually take to compete now?

Join us at the 2026 DTC National to see how brands are driving meaningful growth—without outspending the competition.

Achieving DTC Media Success at Any Budget

📅 April 23, 2026 | ⏰09:30 AM – 12:00 PM EST

This presentation will showcase a branded case study, highlighting the effectiveness of an online video DTC campaign when competing for share of voice in a crowded market. The presenters will take you through the challenges they faced when re-launching a new campaign to drive growth for a brand that had stalled.

What you’ll take away:

• How an online video DTC campaign can compete for share of voice in a crowded market
• The key challenges teams face when relaunching a stalled brand
• Practical insight into driving renewed growth through a reimagined campaign approach

If you are looking to understand how to compete more effectively in today’s DTC landscape, this session delivers a real-world example of what works.

We hope to see you there.

MEET THE EXPERTS



Kimberly Labagnara

Director of Consumer & Patient Marketing

Radius Health



Terence Prudhomme

VP, Media Strategy

AbelsonTaylor Group



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