Brittney Holcomb

SVP, Director of Engagement Strategy FCB Health / Omnicom Health

Redefining Engagement: Trust, Technology, and Transformation

2:20 PM Track A: Fireside Chat: Operationalizing Omnichannel in Rare Disease

In rare disease, scale is limited, but impact is amplified. This panel explores how Sobi is translating omnichannel strategy into a highly coordinated operating model that delivers measurable, week-to-week impact across brands.

Embedding omnichannel leadership directly within brand teams to ensure strategy is tightly aligned with real-time market dynamics and field execution
Centralizing measurement across brands to create a consistent, scalable view of performance and enable faster cross-brand learning
Integrating data science, CRM, and inside sales into a single operating rhythm to eliminate silos and accelerate execution
Establishing a weekly data → insight → action cadence to move beyond static planning and enable continuous optimization
Prioritizing high-value HCP and patient touchpoints where precision and personalization drive disproportionate impact in rare disease

Turning Strategy Into Seamless Execution

12:30 PM Keynote: The Amazonification of Healthcare: Rethinking Patient Engagement

Direct-to-patient (DTP) platforms like Lilly Direct, Hims & Hers, and Ro aren't just expanding access, they're reshaping patient behavior and redefining expectations. Consumers increasingly look for healthcare experiences that reflect the speed, convenience, and personalization they encounter in other parts of their lives (like Amazon), where discovery, decision-making, and fulfillment unfold within a single, seamless journey. As care moves closer to ecommerce, marketers must evolve beyond traditional models. 

How social commerce, cash-pay models, and telehealth are converging to form a new, consumer-driven care journey
What direct-to-patient platforms are doing effectively when it comes to engagement, trust-building, and behavior design
How pharma marketers can evolve their strategies to better align with modern patient behaviors and expectations

Check out the incredible speaker line-up to see who will be joining Brittney.

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