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Marketing Disease Prevention in America Agenda - Day 1, October 19, 2010 |
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1:00 pm
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1:15 pm |
Opening Remarks
This important opening segment will provide perspective and background for the Conference presentations. |
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1:15 pm
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2:00 pm |
The Obesity Explosion
Donald Hensrud, M.D., M.P.H., Chair, Division of Preventive Medicine at Mayo Clinic and Medical Editor-in-Chief of The Mayo Clinic Diet
This session will discuss the increasing prevalence, etiologic factors, comorbidities, cost estimates, treatment recommendations, and other relevant information associated with overweight and obesity in the US. |
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2:00 pm
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2:45 pm |
The End of Overeating
Dr. David Kessler, Author of The End of Overeating, Former FDA Commissioner
Since the 1980s, the food industry, in collusion with the advertising industry, and lifestyle changes have short-circuited the body's self-regulating mechanisms, leaving many at the mercy of reward-driven eating. Through the evidence of research, personal stories (including candid accounts of his own struggles) and examinations of specific foods produced by giant food corporations and restaurant chains, Dr. Kessler will explain how the desire to eat—as distinct from eating itself—is stimulated in the brain by an almost infinite variety of diabolical combinations of salt, fat and sugar. Although not everyone succumbs, more people of all ages are being set up for a lifetime of food obsession due to the ever-present availability of foods laden with salt, fat and sugar.
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2:45 pm
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3:30 pm |
Networking Break in Exhibit Hall |
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3:30 pm
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4:00 pm |
A Free Market Approach to Obesity Prevention
Dr. Tom Price, Georgia Congressman
While all sides agree obesity is a significant problem for America, where do the reasonable bounds of government involvement in nutritional decisions end? Should the government be able to legislate what people are eating by banning or taxing certain health products? How can consumers improve their healthcare without government intervention in their food decisions? Congressman Price will discuss the limitations of government involvement in food decisions and the importance of consumer choice. (Congressman Price has committed to appear but as an active member of Congress. |
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4:00 pm
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5:00 pm |
Free To Be Obese
Peter Ubel, M.D., Professor of Business, Duke University
America is in the middle of an obesity epidemic as are most industrialized nations. Some leading economists a have concluded that this is a fine state of affairs — that people are simply rationally choosing how much to eat, exercise, watch TV, drive their cars and all the other behaviors that have led them to become the largest generation in history. Dr. Ubel will show why this view is wrong, highlighting what behavioral science has taught about the irrational forces that are making us fat, the policy implications of these findings, and that the free market alone cannot solve the obesity epidemic.
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5:00 pm
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7:00 pm |
Welcome Cocktail Reception in Exhibit Hall |
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Day 2 - Marketing Opportunities in Prevention, October 20, 2010 |
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8:00 am
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8:30 am |
Changing the Behaviors of Consumers with Obesity and Other Metabolic Diseases
Alyson Connor, SVP, Group Director, Strategic and Behavioral Services, Mircomass
Marketers of all types of health-related and food/beverage products need to look at consumers with obesity, diabetes and other metabolic diseases through a new lens. Behavioral science provides far deeper insights into how marketers need to address the underlying reasons consumers behave (or not) as they do and appreciate the levers that can be pushed or pulled to change those outcomes. All marketers need to take a more holistic view of their consumer and understand that to change behavior, you need to promote health and not just the medicine or brand. |
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8:30 am
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9:00 am |
Consumer Attitudes on Healthy Living
David Kweskin, Senior VP, The Research Intelligence Group
Consumers have various attitudes towards products that are defined as “healthy living”. What are those attitudes? How do they react to advertisements on these products? What can companies do to gain their loyalty? David Kweskin, long-time expert on consumer attitudes & behaviors, will answer questions on these and other consumer attitudes. Learn to broaden your view of your competition and understand the widening area of options impact consumer choice. |
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9:00 am
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9:30 |
How CPG Companies Can Change Health Behavior While Marketing Their Brands
Linda Leikin, CEO, Pulse Health and Wellness
Major consumer packaged goods companies have committed themselves to improving the health of Americans through product innovation and reformulation, education and corporate communications efforts. Many have signed on to high-profile not-for-profit and public health initiatives. Understand why these efforts often fall short of adding meaningful value to consumers' health & wellness efforts and how to adjust your strategy to maximum the investment. Drawing on her diverse background on pharma and CPG campaigns, Leikin share examples and wisdom on how to add significantly add value to your marketing activities through integration of meaningful health promotion. |
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9:30 am
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10:00 am |
How Retailers and Manufacturers Can More Effectively Reach Diabetic Americans - Take the Lead Through an Integrated Approach
Dennis Callahan, Director, Health Panel Services, The Nielsen Company
Diabetes is not one disease, but many, a reality for 1 in 10 Americans. As the healthcare model evolves over the next decade as expected, retailers and manufacturers are presented with the opportunity and challenge to lead the shift to an integrated treatment model for diabetes. New research from The Nielsen Company confirms that segmenting and targeting the right diabetes consumers with the right messages around heart health, weight management, foot care, oral care etc… is the critical first step. Discover how to tailor the message of brand's health & wellness benefits to this specific and important audience using these impactful findings. |
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10:00 am
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10:45 am
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Networking Break |
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10:45 am
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11:15 am |
The Effects of YouTube on an Obesity Campaign
Desmonique Bonet, Senior Account Executive, Google
According to the CDC, more than 1/3 of U.S. adults (over 72 million people) are obese. Obesity is a leading preventable cause of death globally and has been declared "one of the most serious public health problems of the 21st century". This session will explore the role of Search, as well as emerging platforms such as mobile and online video, as purveyors of content, tools and resources that can empower lifestyle change for those suffering from obesity and obesity related diseases. For example, nearly 50% of consumers report that online health videos serve as a top resource when searching for medical information and prescription drug information. Additionally, 7 in 10 health consumers are interested in watching health related videos. How do these trends drive patient education programs for the healthcare community in the realm of obesity? We'll showcase programs and initiatives from healthcare advertisers that have tapped into these core insights and trends to connect and empower patients and consumers. We'll further explore the factors driving patient education in the digital space and the online behavior of those with obesity. |
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11:15 am
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12:00pm |
What Can The Web Tell Us About Consumer Attitudes Toward Obesity?
Panel Experts to be announced
Marketers want to know what consumers think about obesity and how best to discuss the issues consumers are actually concerned about. But what are consumers really looking for? By asking executives from some of the leaders in interactive online health in both the search and Q&A format, our panel will discuss what trends they notice in online consumer interaction and how insight into the mindset of consumers can be gleaned from such information. |
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12:00 pm
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12:30 pm |
The Trust for Celebrities in Obesity Ads
Greg Lao, Account Director, JWT
Katherine Ravenhall, Planning Director, JWT
Celebrities are often featured in ads for weight loss and obesity products. How do consumers view them? Are they trusted messengers of these products? How do their experiences on weight loss drugs compare for celebrities versus “average people” in how consumers view them? Experienced campaign leaders from JWT will analyze in-market creative from the Weight Watchers and other dietary campaigns to examine this effect. |
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12:30 pm
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1:30 pm |
Lunch |
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1:30 pm
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2:00 pm |
Food Industry Response to Health Issues of the 21st Century
Cathy Kapica, Senior Vice President, Global Health and Wellness, Ketchum former Global Director of Nutrition, McDonald's Corporation
While the food industry is often the target of public health advocates, food companies can, in fact, play an important role in mitigating nutrition-related chronic diseases such as obesity and diabetes. This session will review examples of what has been done, is being done, and could be done to show how the for-profit sector is part of the solution. What laws and public policies are needed to fight the obesity crisis,and what the food industry is doing to respond to health issues. |
2:00 pm
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2:30 pm |
Revealing The Corporate Role in Obesity Marketing
MeMe Roth, President/Founder, National Action Against Obesity
Obesity epidemic expert, health pundit and child wellness crusader MeMe Roth will provide her take on reversing the obesity epidemic by discussing how the food, beverage, and restaurant industries are marketing disease- and obesity-accelerators through the food supply and how important it is to stop Secondhand Obesity™ (obesity handed down from one generation to the next, as well as from citizen to citizen); while encouraging exercise across all ages. Success relies upon wholly re-imagining what the U.S. population considers "normal" food consumption and "normal" exercise. When the majority is overweight, America cannot be normal. |
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2:30 pm
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3:15 pm |
The Role of Obesity Prevention in Food Marketing – An Industry Leader Debate
Moderator: Cathy Kapica, Senior Vice President, Global Health and Wellness, Ketchum Elizabeth Pivonka, President and CEO, Produce for a Better Health Foundation
Maureen Storey, PhD, Senior VP of Science Policy, American Beverage Association
MeMe Roth, President/Founder, National Action Against Obesity
What is the food industry doing to market anti-obesity products? What can they do better? What opportunities exist in the space? Who is doing it well and who is simply touching on a large problem? Our expert panel discusses.
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3:15 pm
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4:00 pm |
Networking Break in Exhibit Hall |
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4:00 pm
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4:45 pm |
Marketing Obesity Prevention to the Hispanic Community – A Panel Discussion
Moderator: Jorge Daboub, Vice President of Marketing and Business Development, Univision
Hispanics are one of the demographics most at risk for obesity today. Jorge Daboub of Univision will lead a panel on how best to break that language and culture barrier and discuss what can be done to let the Hispanic community know about the abundance of options that they can undertake to stave off the obesity crisis in their communities. |
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4:45 pm
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5:30 pm |
Marketing Obesity Prevention to the African American Community
Dr. Henrie Treadwell, Director and Senior Social Scientist for Community Voices, Morehouse School of Medicine
Dr. Henrie Treadwell will moderate a panel on obesity in regards to what is being done by companies to assist in the combat of the epidemic in the US through corporately supported programs and the marketing goods, services and products to the African-American community. |
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5:30 pm
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7:00 pm |
Networking Cocktail Reception |
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7:00 pm
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8:30 pm |
MDPA Advertising Awards Dinner
The MDPA Advertising Awards are designed to honor excellence in DTC creative based on independent judging of the campaign creative. The Advertising Awards Dinner is an exciting industry event. Gold, Silver and Bronze Winners are announced live and awards are presented to brand and agency team members.
Entry for the MDPA Advertising Awards is now open. For information on how to enter your campaign in these exciting new awards, please visit www.mdpaconference.com and use the Awards link. Entry is free and simple, deadline is August 20, 2010. |
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Day 3 Prevention Marketing as Public Policy, October 21, 2010 |
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9:00 am
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9:30am |
The CDC Perspective on Disease Prevention Marketing
Faye Wong, Chief of the Program Services Branch in the Division of Cancer Prevention and Control, Center for Disease Control and Prevention
What does public health want from the private sector to mutually advance goals to address obesity? How have public health and private sector worked together? Why does it make sense to collaborate and how can companies and government benefit? Faye Wong from the Center for Disease Control and Prevention gives her organization’s perspective.
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9:30 am
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10:00 am |
Utilizing Public/Private Partnerships to Fight the Obesity Crisis
Bob McKinnon, Founder, Yellow Brick Road
Too often, the first response to a problem as large as the childhood obesity epidemic is to find someone to blame for it. But in fact, we all share responsibility - personally, corporately, in the private and public sector - not for just how we've gotten here but more importantly for how we can create a healthier country together. In his talk, Bob McKinnon will discuss the barriers that have prohibited successful collaborations to date including the lack of appreciation for the different roles that the public and private sectors play in society and how we can find common ground and mutually beneficial solutions that begin with a simple acceptance that the public and private sectors have different but equally valid reasons for desiring the same outcome, a healthier citizenry. |
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10:00 am
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10:45 |
Slowing The Childhood Obesity Epidemic - An Expert Discussion
Moderator: Bob McKinnon, Founder, Yellow Brick Road
Patti Miller, VP of Public Policy, Sesame Workshop
Alice Cahn, VP of for Social Responsibility, Cartoon Network
Faye Wong, Chief of the Program Services Branch in the Division of Cancer Prevention and Control, Center for Disease Control and Prevention
It is hard to understate the severity of the childhood obesity epidemic. Americans are getting larger at an alarming rate and are doing so younger and younger. The children of America are in worse physical condition than at any time in this country's history. What can be done to combat this crisis? What is the media's responsibility in this? How can initiatives be communicated to today's children to stop them from becoming the most obese generation in history? Our expert panel discusses. |
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10:45 am
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11:15 am |
Networking Break in Exhibit Hall |
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11:15 am
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11:45 am |
A Legislative Update on Food and Nutritional Policy
Annie Toro, Director of Goverment Relations, Trust for America's Health
Food policy is a hot topic in Washington. Under discussion are many laws regarding nutritional labeling, sin taxes, marketing to children, and the ability to use transfats and salts in food production. Our speaker will update what is under discussion in food policy around the country and how these new laws and regulations will effect industries and consumers.
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11:45 am
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12:15 pm |
Using Public Policy to Encourage Nutritional Behavior
Ellen Haas, CEO, Food Fit and former Undersecretary of Agriculture, Food, Nutrition
How can legislators utilize public policy to dictate behavior? Why is it important to change how products are marketed to children and in schools? What is the government’s responsibility to make sure that people are eating better and not burdening the healthcare system with obesity-related diseases? Leading expert Ellen Haas discusses the importance of these pending laws.
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12:15 pm
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12:45 pm |
The Obesity Myth
Dr. Paul Campos, Professor of Law, University of Colorado
When an entire society is told that thinner is better and studies everywhere agree diets don't work, it's time to take a look at the assumptions behind the messages. How important is BMI really and is thinner really better? What has the government done in terms of changing the BMI standards so that they consider Brad Pitt to be overweight and George Clooney obese and how do these positions drive the arguments that America is too fat? Professor Campos suggests that Americans should take another look at weights, dieting, and how they want to let the government regulate what foods they should eat and how they should be marketed and wonders how necessary some of those proposals really are. |
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12:45
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1:30 pm |
Panel – Should Certain Food and Beverage Products be Restricted for Sale?
Moderator: Annie Toro, Director of Government Relations, Trust for America's Health
Ellen Haas, CEO, Food Fit
Judith Bell, President, PolicyLink
Dr. Paul Campos, Professor of Law, University of Colorado
Patrick Basham, President, Democracy Institute and Adjunct Scholar, Cato Institute
Our panel takes a look at all sides of the current discussion as to the advantages and disadvantages of certain sin taxes, advertising limitations, and the difference in what should be allowed in marketing to adults and children.
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*The MDPA Conference Agenda may change as we strive to ensure the best possible content is provided to our attendees. Please visit the website periodically to check for updates.
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