Starting on Monday, September 8th, more than 3,000 healthcare industry professionals will travel to Philadelphia to attend Fierce Pharma Week. 

Offering powerful keynotes and high-impact networking, the event is a must-attend for anyone leading pharma marketing strategies. But with Fierce Pharma Week promising a packed agenda featuring 400 speakers across more than 200 sessions, figuring out how to spend time onsite can be a daunting task.

That’s where we come in – we’ve poured through the four days of programming at this year’s conference, and what follows is a guide that can help pharmaceutical marketers, media buyers and media partners navigate Fierce Pharma Week and get the most out of the event.

We developed this resource to highlight the star-studded keynotes at this year’s event including the sessions you simply can’t miss, and we hope this will set you up for a productive week of networking, learning and connection in the city of brotherly love. 

Many of POCMA’s member organizations will be in attendance at Fierce Pharma Week, and some members of our own team will be there, too. 

Tips for Planning Your Fierce Pharma Week Experience

Once onsite, take these steps to curate an agenda and event experience that’s just right for you:

• Download the Fierce Pharma Week mobile app to build your personalized agenda and connect with attendees in real-time.
• Prioritize communities and tracks that align with your function— Fierce Pharma Week offers “communities” and “tracks” that can help you tailor your agenda experience to your specific areas of interest. Communities include Pharma Marketing, PR & Communications, Commercialization and Medical Affairs, while tracks include Early-Stage Commercialization Strategies, Late-Stage Commercialization Strategies, Omnichannel Marketing, HCP Engagement, Patient Solutions, Media, Corporate & Brand Reputation, Strategic Product Communications, Medical Affairs Strategy, Field Medical, Medical Communications, Stakeholder Relationship Management and Evolving Media and Technology Trends.
• Explore the Exhibit Hall and attend networking events—these spaces fuel collaborative innovation.

Attend Star-Studded Keynotes & Recognition Ceremonies

Fierce Pharma Week’s organizers have gone to great lengths to not only convene pharmaceutical industry leaders, but to add a star-studded lineup of personalities to the program as well.

According to a press release from Questex, “Actors Jamie-Lynn Sigler, James Van Der Beek and Selma Blair, American lifestyle icon Kelly Killoren Bensimon and health futurist John Duffield will provide powerful stories of resilience and healing,” throughout the week. 

Here are some of the highlights.

Opening Keynote: Living Out Loud: Jamie-Lynn Sigler on Resilience, Storytelling, and the Patient Experience

Tue, Sep 9, 08:30 AM – 09:00 AM

The week’s opening keynote will be delivered by Jamie-Lynn Sigler, who has shared personal struggles, like her diagnosis of multiple sclerosis (MS). Sigler was most recently a Series Regular on ABC’s BIG SKY. Sigler is best known for playing the role of ‘Meadow Soprano’ in The Sopranos. 

Panel: It’s Just Not Me It’s We: Authenticity and Relatability in Healthcare Storytelling

Tue, Sep 9, 01:45 PM – 02:30 PM

Kelly Killoren Bensimon will participate on the panel “It’s Just Not Me It’s We: Authenticity and Relatability in Healthcare Storytelling.” Well known for her role on Real Housewives of NYC, The New York Times counts Kelly as one of the “most fabulous tastemakers,” but millions know her as a noted author, model, tv personality, influential editor and real estate phenom. At a young age, Kelly was diagnosed with psoriasis and has struggled in silence with her image due to the condition. She’s now speaking outwardly about the physical, mental and emotional challenges she has been dealing with through her podcast and upcoming show The Itch Factor.

A Conversation with Ron Jaworski: Calling the Right Play: Leadership, Legacy, and the Future of Health

Tue, Sep 9, 06:00 PM – 06:30 PM

Ron Jaworski has spent a lifetime mastering the art of decisive action and meaningful communication. In this session, the former NFL quarterback turned entrepreneur, broadcaster, and healthcare advocate will share what decades of leadership have taught him about trust, resilience, and community impact. Drawing on his work with the Jaws Youth Playbook, the True to Your Heart podcast, and his board role at Cooper University Health Care, Jaworski will offer fresh insights for healthcare professionals looking to inspire action and drive health outcomes. 

Fierce Pharma Marketing Awards and CINEHEALTH Awards

Wed, Sep 10, 06:45 PM – 10:00 PM

The awards are a high-energy evening of celebration, networking, and live winner announcements. This red-carpet event honors the most impactful campaigns and boldest creative work in the industry. This year’s gala will also feature the CINEHEALTH Awards, recognizing excellence in healthcare film and video storytelling.

Of note, Selma Blair will receive the Lifetime Achievement Award at the CINEHEALTH Awards. The Lifetime Achievement Award recognizes individuals who have made significant and sustained contributions to the creation or distribution of audio and video content that educates, empowers, and inspires those navigating health challenges. Blair has made an indelible impact across film, television, fashion and activism and is known for her memorable performances in Cruel Intentions, Legally Blonde, The Sweetest Thing and Hellboy. In 2018, she shared her diagnosis of multiple sclerosis, chronicling her journey in the award-winning documentary Introducing, Selma Blair. Blair has also raised awareness for Ehlers-Danlos syndrome, a connective tissue disorder that causes chronic pain, further expanding her advocacy for those living with invisible illnesses. Through her openness, Blair has normalized conversations around chronic illness and inspired countless individuals to take ownership of their health and embrace their inner strength.

Keynote Presentation: AI as a Lifeline: How I Lived the Future of the Patient Experience

Thu, Sep 11, 08:45 AM – 09:15 AM

John Duffield will deliver the keynote “AI as a Lifeline: How I Lived the Future of the Patient Experience.” Duffield is a two times open-heart surgery survivor, speaker, health futurist at Omnicom Health and entrepreneur. A trusted advisor to Fortune 500 brands like Novartis, Merck, AstraZeneca, he connects AI, creativity, and immersive experiences to drive meaningful change. During his own high-stakes medical journey, John used AI to decode data, coordinate care, and empower his family…even creating Taylor Swift–inspired songs to explain his condition to his Swiftie daughter. 

Can’t Miss Sessions for Pharmaceutical Marketers, Media Buyers and Media Partners

For anyone in the pharmaceutical marketing space, we recommend you attend the following sessions to get the most out of Fierce Pharma Week:

From Linear to Connected TV: The Digital Channel Disrupting Pharma Advertising

Tue, Sep 9, 11:45 AM – 12:15 PM

Speakers to Watch: Holly Dunn (Havas Media Network), Molly Bennett (Publicis Health Media)

According to recent Nielsen data, more Americans now prefer streaming over cable and broadcast TV. For pharma and healthcare advertisers who have traditionally relied on linear television, this introduces new dynamics to navigate—but also new opportunities. Learn why Connected TV (CTV) combines the scale of linear TV with the precision of digital—enabling pharma and healthcare advertisers to drive engagement while maintaining privacy and data compliance. 

Spotlight Stage: An Oncology Story: Synchronized Marketing Changes the Game for a Pharma Manufacturer

Tue, Sep 9, 12:50 PM – 01:05 PM

Speakers to Watch: Jen Dwyer, Mike Rousselle (OptimizeRx)

Learn how one pharma brand unified its HCP and DTC strategies to reduce uncertainty in oncology decision-making. This case study shows how AI-driven targeting and coordinated planning tripled patient conversion rates by aligning outreach across audiences.

Decoding the Future of Healthcare for Marketers: What Patients Want from Their Digital Healthcare Experience

Tue, Sep 9, 03:00 PM – 03:30 PM

Speakers to Watch: Linda Ruschau, Kate Calabrese (PatientPoint)

Hear the latest findings from a national patient study revealing how consumers view digital healthcare tools—from AI to patient portals. Attendees will leave with insights on evolving patient expectations and strategies to keep brand plans relevant and patient-centered.

Bridging the Gap from Access to Impact

Tue, Sep 9, 04:30 PM – 05:00 PM

Speaker to Watch: Sarah Bast (Publicis Health Media)

Despite major investments, patient affordability programs often struggle with awareness and utilization. This panel offers actionable steps to activate programs at scale, integrate external partners, and demonstrate measurable ROI through real-world case studies.

Panel: Policy, Politics, and Pharma: Navigating Uncertainty in a High-Stakes Climate

Tue, Sep 9, 05:00 PM – 05:45 PM

With policy changes reshaping CMS negotiations and disclosure rules, pharma marketers face new challenges. Experts will share strategies for responding with agility, maintaining trust, and strengthening customer connections in a shifting regulatory environment.

Search, Scroll, Watch: The Omnichannel Revolution in Healthcare

Wed, Sep 10, 09:45 AM – 10:15 AM

Speaker to Watch: Malcolm Halle (PulsePoint)

Pharma leaders join experts from Google and LinkedIn to unpack how audiences engage across search, social, and video platforms. This session explores how integrated data and adaptive strategies can bring omnichannel from buzzword to reality.

Optimizing the Point of Care: Precision Engagement that Drives Results

Wed, Sep 10, 09:45 AM – 10:15 AM

Speaker to Watch: Eric Talbot (CheckedUp)

Explore how POC marketing is evolving with advanced targeting and programmatic reach. Attendees will learn how to use NPI-level insights and data-driven tactics to influence patient–provider conversations at the moments that matter.

Panel: How Pharma Marketers Can Harness Programmatic Tools to Deliver Timely, Personalized HCP Messaging that Drives Action

Wed, Sep 10, 10:15 AM – 11:00 AM

Speakers to Watch: Kamya Elawadhi (Doceree), Allison Mudd (Veradigm)

This panel dives into how programmatic platforms can deliver relevant, real-time messaging within clinical workflows. You’ll learn how to bridge data silos, strengthen targeting precision, and measure success through closed-loop reporting.

Spotlight Stage: Going Beyond the Prescription. Unlocking a Holistic 360-degree View of Today’s HCP

Wed, Sep 10, 11:05 AM – 11:20 AM

Speaker to Watch: Julius Ramirez (Doceree)

Reaching today’s prescribers requires more than script data. This session shows how integrating claims, digital behaviors, academic influence, and patient insights creates a more holistic understanding of HCPs to guide smarter engagement.

Everywhere That Matters: Rethinking Omnichannel for Real Impact

Wed, Sep 10, 12:00 PM – 12:30 PM

Speakers to Watch: Doug Besch, Michael Palladino (OptimizeRx)

Omnichannel success is about precision, not ubiquity. Learn how to meet patients and HCPs at their most receptive moments with synchronized, tailored information that advances diagnosis and treatment.

Panel: Bridging the Gap Between Omnichannel Strategy and Execution

Wed, Sep 10, 01:30 PM – 02:15 PM

Speaker to Watch: Isaac Gealer (Phreesia Network Solutions)

It’s one thing to plan an omnichannel strategy, but another to deliver it. This panel explores how to orchestrate journeys across pre-visit, in-office, and post-visit touchpoints—and how to use behavioral data to personalize and optimize in real time.

From Prescriptions to Prescriptive Journeys: Redefining Omnichannel

Wed, Sep 10, 02:15 PM – 02:45 PM

Speaker to Watch: Clifton Covey (CMI Media Group)

Discover new research on how automation and AI can simplify planning and enable predictive engagement. Industry leaders will discuss balancing precision with scale and show how future-ready tools can redefine omnichannel execution.

How AI and Emerging Tech are Reshaping DTC

Wed, Sep 10, 02:15 PM – 02:45 PM

Speakers to Watch: Sargi Mann (CMI Media Group), Jonathan Zile (PulsePoint)

Direct-to-consumer marketing is evolving as AI and data unlock new ways to reach audiences. Attendees will gain practical strategies for tailoring content, reducing waste, and innovating beyond legacy metrics to meet rising patient expectations.

HCP Innovation: New Insights, New Channels

Wed, Sep 10, 03:45 PM – 04:15

Speakers to Watch: Angelo Campano (Flora Health), Becky Hallam (PulsePoint), Courtney Mullen (CMI Media Group), Peter Levin (Publics Health Media)

Learn how advanced analytics and real-time HCP data are transforming omnichannel strategies. This session explores which new channels matter most and how brands can personalize prescriber engagement for greater impact.

Panel: Data-Driven Engagement at the Point of Care: Unlocking Insights to Reach Healthcare Audiences in a Digital-First Ecosystem

Thu, Sep 11, 09:45 AM – 10:30 AM

Speaker to Watch: Karima Sharif (Doceree)

Understand how virtual care and programmatic tools are expanding what “point of care” means. This panel highlights how data-driven strategies can integrate messaging into digital workflows while driving adherence, action, and outcomes.

Beyond Sessions

Fierce Pharma Week also offers attendees the opportunity to connect outside of sessions – be sure to take advantage of the networking opportunities, fun activities (called “funtivities) and after hours events to get the full experience.

We’ll See You in Philly!

Whether you’re looking to spark innovation, deepen cross-functional alignment, or elevate your leadership game, this year’s Fierce Pharma Week is where that momentum happens. Be sure to connect with our member organizations onsite to learn more about how they can help you build groundbreaking Point of Care campaigns.