Keynote: Reimagining Trust in Healthcare: How Community-Inspired Marketing Used Humor to Inspire Action

Session details:

In an era of declining attention and growing health misinformation, breakthrough campaigns need more than reach. They need relevance and to embrace vulnerability to earn trust. Join comedy icon and Type 2 diabetes patient Damon Wayans and Genentech CMO Zoë Lazarre for a candid conversation on the power of authentic storytelling and creative marketing strategies to reach and activate high-risk populations. Drawing on Genentech’s "All Eyes on DME" campaign, they will explore how marketers can tackle serious health issues, reduce stigma, and engage underserved communities through creative approaches that resonate far beyond traditional healthcare communications.