American Cancer Society Presents Case Study At M2W®-HC™- The Marketing Pharma & Healthcare to Women Conference

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The American Cancer Society was able to reposition itself by transitioning their iconic brand from a focus on disease management to a more inclusive and relevant culture of cancer prevention according to Scott Bennett, National VP, Marketing. Bennett will be speaking at the 2nd annual M2W®-HC™ — Marketing Pharma & Healthcare to Women Conference, Nov. 16 & 17, Chicago Cultural Center.

Scott Bennett, National VP, Marketing, American Cancer Society

The key to success was internal communication and alignment, coupled with a laser-like focus on women as the critical target audience to ensuring the Society achieves its life-saving mission.

Scott Bennett, the American Cancer Society's chief marketing officer, will speak about transitioning the iconic brand from a focus on disease management to a more inclusive and relevant culture of cancer prevention. Bennett will be appearing at the 2nd annual M2W®-HC™ — Marketing Pharma & Healthcare to Women Conference, http://www.m2w-hc.com, Nov. 16 & 17, Chicago Cultural Center.

“I’ll provide the audience with an inside view into how the Society was able to reposition itself as The Official Sponsor of Birthdays, and subsequently introduce a new movement and cause brand called Choose You. The key to success,” Bennett explained, “was internal communication and alignment, coupled with a laser-like focus on women as the critical target audience to ensuring the Society achieves its life-saving mission.”

“The most successful consumer pharma and healthcare marketing brands realize that women are the primary decision makers for almost every aspect of their business,” added Nan McCann, M2W®–HC™ Chair. "From childcare and eldercare, to OTC pharmaceuticals, hospitalization and insurance, women are responsible for almost all the decision making. For example, according to Tom Peters, they make 93% of all OTC pharma decisions.”

“M2W®–HC™ is attended by brand marketing teams and execs from leading pharma and healthcare companies,” according to McCann. “We’ve had attendance from a really broad range of brands including Microsoft Health Solutions, AARP, Kraft, GlaxoSmithKline, Brigham & Women’s, Clorox and Sanofi-Aventis, just to name a very few.”

“Through compelling case studies, research, and how-to sessions,” McCann added, “M2W®–HC™ helps brands navigate the new communication environment, sharpen their marketing skills, improve their efficiency and escalate their ROI with their most important customers. This conference is an imperative for anyone in the health, wellness and pharma category who wants to succeed, because women are the key.”

M2W®–HC™ is sponsored by Associate Sponsors: imc2 health & wellness, Ketchum, Draftfcb, Aetna, Pink Tank, PMP, Healthy Advice Networks, Ogilvy Public Relations, Feinstein Kean Healthcare. Affiliate Sponsors: The Center for Medicine in the Public Interest, WomenHeart, American Cancer Society, Look Good…Feel Better, Go Red For Women, Susan G. Komen For The Cure. Showcase Sponsors: Pentel, Get Healthy Promos.com, Carolina Pad, e-Healthcare Solutions. Media Sponsor: Today’s Chicago Woman. Video Content Resource: SNiPPiES.

For conference schedule and information: http://www.m2w-hc.com or 860.724.2649 x11. M2W®–HC™ is produced by PME® Enterprises LLC, 216 Main Street, Hartford, CT 06106.

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Liz Fongemie
PME Enterprises, LLC
860-724-2649 ext. 11
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