Cross-Discipline Perspectives and Keynote Conversations
The morning program paired market realities with clinical and patient experiences:
- Macro and Investor Outlook: Olivier Chateau, Co-Founder and CEO of Health Union, opened the day in conversation with Brian Cheng, Executive Director and Senior Biotech Analyst at J.P. Morgan’s U.S. Mid Cap Biotech Equity Research team. Cheng outlined how biotech investors evaluate commercial pipelines and explained why early disease awareness helps de-risk launch trajectories.
- Re-Engineering HCP Strategy: Julia Tewksbury, VP Client Partner at Health Union, led an executive panel with Lindsey Chamorro, Director of Omnichannel Strategy, CX/UX at Alexion, and Alex Crujeiras, U.S. HCP Marketing Director, Immunology and CIDP at Takeda. The group discussed algorithmic targeting, non-personal promotion in white-space territories, and tactics to help general practitioners spot rare symptom patterns earlier.
- The Patient Reality: Julie Croner, VP of Community Development at Health Union and a psoriatic arthritis patient leader, moderated a panel featuring rare disease advocates Erin Poyant (ATTR amyloidosis) and Dima Hendricks (sickle cell). The speakers discussed the realities of “living rare” – prolonged diagnostic journeys, feelings of uncertainty and isolation, the dynamic of patients knowing more about their condition than local doctors – and how pharmaceutical teams can build credible community relationships.
- DTC Advertising and Regulatory Standards: Chateau joined Robert Ehrlich, Chairman and CEO of DTC Perspectives, and Jim Potter, Executive Director of 4As Health, to review shifting FDA risk-disclosure oversight, the evolution and impact of DTC advertising in the U.S., and emerging health data privacy restrictions.
Interactive Roundtables: Hands-On Problem Solving
The core of the summit centered on two dedicated roundtable sessions that divided attendees across six facilitated working groups. Rather than passive listening, participants analyzed operational roadblocks across HCP and DTC marketing:
- Challenges in HCP Marketing for Rare: Marketers addressed the reality that primary care doctors may only see an ultra-rare condition once in their career. Groups focused on identifying undiagnosed patients, positioning brands as practical clinical resources rather than pure promotional engines, and refreshing traditional key opinion leader (KOL) panels by including community-based physicians. Discussions also centered on commercial measurement, with participants advocating for longer attribution look-back windows and longitudinal referral tracking instead of short-term campaign metrics.
- Challenges in DTC Marketing for Rare: Sessions examined the patient and caregiver experience, specifically how high administrative burdens, like insurance coverage and prior authorizations, strain families. Marketers worked through tactics to personalize education for very small patient populations and discussed how to help patients articulate their symptoms and concerns clearly during short medical appointments. Attendees emphasized that pharmaceutical companies need to support community education and peer networks well ahead of product launches to build genuine trust.
Across both tracks, attendees concluded that breaking down internal silos between HCP and DTC marketing teams is essential to creating a unified diagnostic ecosystem.
Executive Perspectives
“Rare disease marketing requires close attention to the human experience,” said Olivier Chateau, Co-Founder and CEO of Health Union. “What made the room in Boston effective was the candor across every discipline. Analysts, brand managers, and patient advocates spoke openly about the diagnostic gap and what it takes to support these communities. We built the summit to create that direct dialogue, and we will continue the work with DTC Perspectives at DTC National next year.”
“The level of participation in Boston showed that rare disease marketers want a dedicated space to compare practical approaches,” said Robert Ehrlich, Chairman and CEO of DTC Perspectives. “Health Union’s experience with patient and HCP communities makes them an ideal partner, and we look forward to expanding this programming together on the DTC National stage in 2027.”
A complete summary of key themes from the summit is available on the Health Union website. Marketers interested in the 2027 Rare Disease Workshop at DTC National can request additional details at pr@health-union.com.
About Health Union
Health Union powers the first and largest community-based activation and data platform, transforming healthcare by providing unparalleled support, information, and validation for millions navigating complex health conditions and their care teams. With over 125 condition-specific online communities and 15 years of digital health leadership, Health Union’s authentic engagements fuel the company’s robust suite of endemic media, influencer marketing, market research, and data solutions, driving proven outcomes for patients, HCPs, and brands.
About DTC Perspectives
DTC Perspectives, Inc. has been the leader in the direct-to-consumer marketing of pharmaceuticals and medical devices since 2001. Founded by Robert Ehrlich, the former VP Consumer Marketing for Parke-Davis, DTC Perspectives focuses on the emerging consumer desire for health information. Each year the DTC National Conference brings together marketers, their agencies, and media companies to discuss the latest in DTC Marketing. DTC Perspectives also consults, publishes studies, and represents the industry on important issues. Go to www.dtcperspectives.com to learn more.
Media Contact:
Health Union PR
pr@health-union.com
