DTC Perspectives

Day 2 at DTC National — and this is where it all comes together.

Today’s focus:
💊 Deeper pharma-led case studies
💊 Strategy shifts shaping the future of DTC
💊 Conversations you won’t hear anywhere else

And tonight:
🏆 Top DTC Marketers of the Year
🏆 DTC Hall of Fame Ceremony

Sponsored by .

This is where the industry recognizes its best — and where the next wave of ideas takes shape.

Learn more: https://www.eventcombo.com/ms/ev/76887/dtc-national/agenda

It starts today!

The 𝟮𝟬𝟮𝟲 𝗗𝗧𝗖 𝗡𝗮𝘁𝗶𝗼𝗻𝗮𝗹 is officially underway in Boston.

Hundreds of pharma marketers, agencies, and industry leaders are coming together to talk about what’s actually working in DTC right now.

✔ FDA perspective
✔ Real pharma case studies
✔ Industry-shaping conversations
✔ And tonight: Ad Awards + Agency Vanguard Awards

If you're here — don’t miss a moment.
If you're not — this is where the industry is moving.

𝗟𝗲𝗮𝗿𝗻 𝗺𝗼𝗿𝗲:
https://www.eventcombo.com/ms/ev/76887/dtc-national/agenda

The FDA Commissioner is coming to the 2026 DTC National Conference, April 21-23, Boston.

Next week, 𝗙𝗗𝗔 𝗖𝗼𝗺𝗺𝗶𝘀𝘀𝗶𝗼𝗻𝗲𝗿 𝗠𝗮𝗿𝘁𝘆 𝗠𝗮𝗸𝗮𝗿𝘆 will join us for an exclusive fireside chat on the future of direct-to-consumer advertising.

This is a rare and opportunity to hear live and directly from the agency shaping the rules alongside industry leaders.

𝗗𝗧𝗖 𝗡𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗼𝗻𝗳𝗲𝗿𝗲𝗻𝗰𝗲
📅 April 21-23, 2026
📍 Boston

If DTC is part of your strategy, this is a session you can’t afford to miss.

𝗟𝗲𝗮𝗿𝗻 𝗺𝗼𝗿𝗲: https://myemail.constantcontact.com/FDA-Commissioner-Marty-Makary-to-Speak-at-DTC-National.html?soid=1123057792767&aid=UJ537zWZfUY

The conversation around DTC media is shifting fast.

It’s no longer just about restrictions - it’s about relevance, value, and real patient engagement.

At the 𝟮𝟬𝟮𝟲 𝗗𝗧𝗖 𝗡𝗮𝘁𝗶𝗼𝗻𝗮𝗹 (𝗔𝗽𝗿𝗶𝗹 𝟮𝟭-𝟮𝟯, 𝗕𝗼𝘀𝘁𝗼𝗻), this session dives into what that shift means:

• Will TV continue to dominate—or give way to more targeted engagement?
• How will regulatory changes reshape strategy overnight?
• What does “better” DTC actually look like for patients?

"𝗡𝗮𝘃𝗶𝗴𝗮𝘁𝗶𝗻𝗴 𝘁𝗵𝗲 𝗡𝗲𝘄 𝗥𝘂𝗹𝗲𝘀 𝗼𝗳 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁: 𝗔 𝗗𝗲𝗯𝗮𝘁𝗲 𝗼𝗻 𝘁𝗵𝗲 𝗙𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗗𝗧𝗖 𝗠𝗲𝗱𝗶𝗮 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆" is where these questions get debated in real time.

𝗦𝗽𝗲𝗮𝗸𝗲𝗿:
𝗢𝗹𝗶𝘃𝗲𝗿 𝗖𝗵𝗮𝘁𝗲𝗮𝘂, CEO, Health Union

𝗟𝗲𝗮𝗿𝗻 𝗺𝗼𝗿𝗲:
https://myemail.constantcontact.com/DTC-Is-at-a-Breaking-Point--What-Comes-Next-.html?soid=1123057792767&aid=ES0Qo7BoWu0

The FDA is stepping directly into the DTC conversation.

After a year of increased scrutiny, untitled letters, and questions around the future of TV advertising, the FDA has agreed to address DTC marketers at the 𝟮𝟬𝟮𝟲 𝗗𝗧𝗖 𝗡𝗮𝘁𝗶𝗼𝗻𝗮𝗹, 𝗔𝗽𝗿𝗶𝗹 𝟮𝟭-𝟮𝟯, 𝗕𝗼𝘀𝘁𝗼𝗻.

𝗪𝗵𝗮𝘁’𝘀 𝗮𝘁 𝘀𝘁𝗮𝗸𝗲:
• Stricter interpretation of ad claims
• A potential shift away from traditional TV formats
• A “totality of impression” standard reshaping creative

This article breaks down what’s happening - and why it matters now.

Read more and be part of the conversation at the 2026 Conference, April 21-23 in Boston.

𝗟𝗲𝗮𝗿𝗻 𝗺𝗼𝗿𝗲:
https://myemail.constantcontact.com/DTC-Exclusive--FDA-Joins-DTC-National-Conference.html?soid=1123057792767&aid=jFE29Pyu1vk

What happens when you stop treating patients as an audience - and start seeing them as the heart of your story?

Join us for an upcoming session at the 𝟮𝟬𝟮𝟲 𝗗𝗧𝗖 𝗡𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗼𝗻𝗳𝗲𝗿𝗲𝗻𝗰𝗲 (𝗔𝗽𝗿𝗶𝗹 𝟮𝟭-𝟮𝟯, 𝗕𝗼𝘀𝘁𝗼𝗻) that explores how a bold, patient-centered approach helped reshape oncology marketing.

𝗣𝗮𝘁𝗶𝗲𝗻𝘁𝘀 𝗔𝗿𝗲𝗻’𝘁 𝗝𝘂𝘀𝘁 𝗬𝗼𝘂𝗿 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲—T𝗵𝗲𝘆’𝗿𝗲 𝗬𝗼𝘂𝗿 𝗦𝘁𝗼𝗿𝘆: 𝗡𝗨𝗕𝗘𝗤𝗔’𝘀 𝗡𝗲𝘄 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝗜𝘀 𝗕𝗿𝗲𝗮𝗸𝗶𝗻𝗴 𝗢𝗻𝗰𝗼𝗹𝗼𝗴𝘆 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗡𝗼𝗿𝗺𝘀

𝗦𝗽𝗲𝗮𝗸𝗲𝗿𝘀:
𝗖𝗮𝗿𝗼𝗹𝘆𝗻 𝗔𝘂𝘀𝘁𝗿𝗶𝗻𝗴, Executive Director, Marketing, Oncology, 𝘉𝘢𝘺𝘦𝘳
𝗠𝗶𝗸𝗲 𝗙𝗼𝘅, SVP, Head of Health Marketing, 𝘚50

Join the to see Bayer, S50 and BGB reveal how patient insight, emotional connection, and leadership enabled a bold prostate cancer creative campaign - proving braver healthcare creative work comes from commitment, not chance.

If you're looking to push beyond conventional approaches and create work that truly resonates with patients, this session offers a compelling look at what it takes to get there.

𝗟𝗲𝗮𝗿𝗻 𝗺𝗼𝗿𝗲:
https://myemail.constantcontact.com/The-oncology-campaign-that-put-patients-at-the-center.html?soid=1123057792767&aid=X3tAWEue9kU

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.

Join us at the 𝟮𝟬𝟮𝟲 #𝗗𝗧𝗖𝗡𝗮𝘁𝗶𝗼𝗻𝗮𝗹, 𝗔𝗽𝗿𝗶𝗹 𝟮𝟭-𝟮𝟯 𝗶𝗻 𝗕𝗼𝘀𝘁𝗼𝗻, to see how brands are driving meaningful growth, without outspending the competition.

𝗔𝗰𝗵𝗶𝗲𝘃𝗶𝗻𝗴 𝗗𝗧𝗖 𝗠𝗲𝗱𝗶𝗮 𝗦𝘂𝗰𝗰𝗲𝘀𝘀 𝗮𝘁 𝗔𝗻𝘆 𝗕𝘂𝗱𝗴𝗲𝘁

𝗦𝗽𝗲𝗮𝗸𝗲𝗿𝘀:
𝗞𝗶𝗺𝗯𝗲𝗿𝗹𝘆 𝗟𝗮𝗯𝗮𝗴𝗻𝗮𝗿𝗮 , Director of Consumer & Patient Marketing, Radius Health, Inc.
𝗧𝗲𝗿𝗲𝗻𝗰𝗲 𝗣𝗿𝘂𝗱𝗵𝗼𝗺𝗺𝗲 , VP, Media Strategy, AbelsonTaylor Group

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.

𝗟𝗲𝗮𝗿𝗻 𝗺𝗼𝗿𝗲:
https://myemail.constantcontact.com/You-Don-t-Need-a-Big-Budget-to-Win-in-DTC.html?soid=1123057792767&aid=-7XiC9384a8

The old DTC model is breaking.

Rigid workflows. Endless handoffs. Creativity stuck between compliance checkpoints.

It wasn’t built for what’s next - and it shows.

At the 2026 , Tim Ryan and Jillian Baum of Klick are challenging the status quo.

𝗧𝗵𝗲 𝗣𝗵𝗮𝗿𝗺𝗮 𝗗𝗧𝗖 𝗔𝘀𝘀𝗲𝗺𝗯𝗹𝘆 𝗟𝗶𝗻𝗲 𝗜𝘀 𝗢𝘃𝗲𝗿

This session explores how AI-powered workflows are:
✔ Replacing outdated processes
✔ Accelerating speed to market
✔ Embedding compliance from the start
✔ Unlocking better creative

If you’re rethinking how great work gets made, this is a must-attend.

📅 April 21–23 | Boston

Learn more: https://myemail.constantcontact.com/Kill-the-DTC-Assembly-Line.html?soid=1123057792767&aid=WiYW0EwumC0

Everyone’s using patient stories right now.
Very few are doing it well.

At the 2026 DTC National (April 21-23, Boston), this session breaks down what actually makes patient storytelling work - and why most campaigns miss the mark.

𝗛𝗼𝘄 𝘁𝗼 𝗨𝘀𝗲 𝗣𝗮𝘁𝗶𝗲𝗻𝘁 𝗦𝘁𝗼𝗿𝗶𝗲𝘀 𝗘𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲𝗹𝘆 𝗶𝗻 𝗗𝗧𝗖 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻𝘀
Speaker: Patrick James Lynch, CEO, Believe Limited

This isn’t about “storytelling matters.”
It’s about what drives real connection and behavior.

✔ Why some stories resonate and others feel like ads
✔ How film creates impact other formats can’t
✔ What actually motivates patients to act

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

𝗟𝗲𝗮𝗿𝗻 𝗺𝗼𝗿𝗲:
https://myemail.constantcontact.com/---Stop-making-boring-patient-stories.html?soid=1123057792767&aid=qoYPPaWtx1Y

The conversation around DTC advertising is changing fast, and now you’ll hear directly from the source.

At the 2026 DTC National, we’re hosting a live, moderated discussion with a 𝘀𝗲𝗻𝗶𝗼𝗿 𝗙𝗗𝗔 𝗿𝗲𝗽𝗿𝗲𝘀𝗲𝗻𝘁𝗮𝘁𝗶𝘃𝗲 to share their views on DTC advertising and the regulatory path ahead.

This is a rare opportunity to:
• Understand FDA’s current thinking
• Hear how regulatory priorities may impact your campaigns
• Ask questions and get real answers

Alongside this session, the 2026 DTC National agenda features real-world case studies from leading pharma and medical device marketers including 𝗕𝗮𝘆𝗲𝗿, 𝗦𝘁𝗿𝘆𝗸𝗲𝗿, 𝗡𝗼𝘃𝗮𝗿𝘁𝗶𝘀, 𝗖𝗼𝗹𝗼𝗴𝘂𝗮𝗿𝗱, 𝗧𝗮𝗿𝘀𝘂𝘀, 𝗚𝗮𝗹𝗱𝗲𝗿𝗺𝗮, 𝗦𝗮𝗻𝗼𝗳𝗶, 𝗔𝗹𝗲𝘅𝗶𝗼𝗻, 𝗔𝘀𝘁𝗿𝗮𝗭𝗲𝗻𝗲𝗰𝗮 𝗥𝗮𝗿𝗲 𝗗𝗶𝘀𝗲𝗮𝘀𝗲, OPDP insights, and strategy sessions shaping the future of patient marketing.

🎟️ Limited-time offer: 10% off April 21 passes
Use code: 'DTCN26FDA' at checkout
⏳ Expires April 3

🏨 Room block closes March 31—book early (Boston Marathon week fills fast)

📍 April 21–23 | Boston

Be in the room for the conversations that matter.

Learn more:
www.dtc-national.com

As media strategies evolve, one channel is rising fast: Point of Care.

Why now?
Because the patient journey is changing - and so are the rules around how we engage.

Join 𝗟𝗶𝗻𝗱𝗮 𝗥𝘂𝘀𝗰𝗵𝗮𝘂, Chief Commercial Officer at PatientPoint , as she breaks down:

- Where point of care is gaining traction
- The gap between patient expectations vs. marketer assumptions
- What’s next as traditional channels face increased scrutiny

𝗗𝗧𝗖 𝗡𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝟮𝟬𝟮𝟲, 𝗔𝗽𝗿𝗶𝗹 𝟮𝟭-𝟮𝟯, 𝗕𝗼𝘀𝘁𝗼𝗻
This is where strategy meets reality.

𝗟𝗲𝗮𝗿𝗻 𝗺𝗼𝗿𝗲:
https://myemail.constantcontact.com/--Point-of-Care-Is-Gaining-Momentum--Fast-.html?soid=1123057792767&aid=39ltHgDUjd4