Sales & Marketing Summit | HIDA Educational Foundation
November 8-9, 2023
 Virtual Conference
HIDA Sales & Marketing Conference

HIDA Sales & Marketing Summit

If you’re a salesperson or marketing professional in the healthcare industry, HIDA’s Sales & Marketing Summit is your opportunity to hone your knowledge and skills for success in today’s quickly-evolving healthcare market.


Sales skills and strategy

Communicate & Engage

More effectively with customers and colleagues


Yourself and your team for tomorrow’s customer challenges

Who Attends

Join sales and marketing professionals from healthcare distributors, manufacturers, group purchasing organizations, and technology companies, including:

Sales reps

Sales managers

National accounts executives

Customer service professionals

Marketing leaders

AMS-accredited salespeople: Attend this conference and earn all your required continuing education points for the year!

Learn about HIDA’s AMS Sales Training program here.


All sessions are listed in Eastern Time. Time and topics subject to change.

Wednesday, November 8

1:00-1:30 ET
Beyond The Screen: Crafting Memorable Sales Presentations

Making an impactful sales presentation through a screen can be a challenging task. In this interactive session, healthcare sales trainer Brian Sullivan will walk through how to master the art of conducting engaging and professional sales presentations on popular platforms like Zoom and Teams. In this session, we’ll learn how to:

  • Create compelling openings to grab your audience’s attention right from the start
  • Use interactive features offered by Zoom and Teams to encourage participation and feedback
  • Overcome common virtual presentation challenges
Brian Sullivan

Brian Sullivan, CSP

1:45-2:15pm ET
How Sales And Marketing Professionals Can Harness AI
Panel Discussion

In this session, industry experts will dive into the transformative power of AI. The panel will discuss how you can leverage available tools today and what they envision the future to look like as technology continues to advance. Don’t miss this opportunity to discover the potential of AI and stay ahead of the curve in the ever-evolving sales landscape.

  • How healthcare organizations and other forms of distribution are using the power of AI
  • How AI can boost productivity and efficiency in your sales and marketing efforts

2:30-3:00pm ET
Communicating The Value Of Your Healthcare Products

Your customer’s time is valuable and you want to make sure your message is clear and concise, while demonstrating the true value of your solution. In this session, get advice on how to do this from an expert who spent years on the customer’s side of the table. She’ll share the dos and don’ts of an effective healthcare sales presentation along with:

  • The importance of understanding your target audience and stakeholder personas
  • Ways to craft a presentation that clearly demonstrates the product’s or service’s clinical value
  • Ways to educate your customer
Barbara Strain

Barbara Strain
Barbara Strain Consulting

3:15-4:00pm ET
ShareGroup Breakouts

ShareGroups are live, peer-to-peer discussions, on the biggest topics in healthcare sales and marketing. This is a great opportunity to learn from your colleagues in the healthcare distribution and manufacturing space. Each ShareGroup will be led by a guest expert and HIDA staff who will pose questions to the group to spur conversation and dialogue. Attendees are requested to be on camera and actively participate in the conversation.

4:15-4:45pm ET
Leveraging Powerful Digital Content To Drive Sales

Relevant and compelling content can bring potential buyers to your site, which may convert into qualified leads for your sales teams. Join experienced marketing experts as they share practical tips and strategies for harnessing digital content across various platforms and channels. In this session, we’ll discuss:

  • How to create effective content that resonates with your target audience
  • How you can use AI and other tools to help craft the right type of content
  • How to measure the success of your content marketing efforts

Lori McDonald
President, CEO
Brilliance Business Solutions

Thursday, November 9

1:00-1:30pm ET
Building Loyalty: 4 Strategies For Lasting Customer Connection

In a dynamic landscape where customer loyalty can sway, strategic and well-timed communication and interventions become paramount. Join Lisa Perry, a branding expert, as she shares actionable strategies to establish and strengthen customer loyalty. This session covers:

  • The significance of transparent customer communication
  • Approaches to tackle issues skillfully
  • Techniques for diagnosing loyalty decline
Lisa Perry

Lisa Perry
Global Brand Marketing Executive

1:45-2:15pm ET
Strategies For Effective Sales And Marketing Collaboration
Panel Discussion

It’s no secret that team alignment and shared goals can result in increased revenue. But the reality is that constant and open communication between departments can be challenging. In this session we will discuss how your teams can overcome these obstacles. We’ll talk about:

  • Ways to effectively collaborate cross-functionally
  • Common challenges and ways to work around them
  • Examples of successful team collaboration
Chris Brooks

Chris Brooks
Senior Vice President, Sales
Dukal Corporation

Heather Llorca-Kropp

Heather Llorca-Kropp
Vice President, Marketing & Channel Management
Dukal Corporation

2:30-3:15pm ET
ShareGroup Breakouts

3:30-4:00pm ET
Making The Most Of Tradeshow Connections

Industry tradeshows are a great way to connect with customers and identify new leads. But do you have a plan in place to connect and nurture your new contacts? Join us in this session as we outline a framework to turn warm leads into lasting relationships. We will discuss:

  • The importance of properly documenting interactions in a CRM
  • Different communication tools and strategies for personalized touchpoints
  • Techniques to build rapport and keep your brand top-of-mind
Jan Beery

Jan Beery
President, Life Sciences
Atypical Digital

Eryn Veronesi

Eryn Veronesi
Senior Director, Client Services
Atypical Digital

4:15-4:45pm ET
Reach More Customers And Grow Your Business With Multi-Channel Marketing

By utilizing multiple channels, you can enhance your brand’s reach, improve targeting, and provide a seamless experience for customers. It’s important to deliver consistent and coordinated messages ensuring that the right information reaches the right audience at the right time. In this session we’ll explore what makes a successful multi-channel strategy. We’ll talk about:

  • Key elements of a multi-channel marketing plan
  • Ways to incorporate both creativity and competent execution
  • Methods to determine the most effective channels


  • AMS Accredited Individuals: Complimentary
  • Member Company: $199/person for first attendee
    • $150/person for each additional attendee
  • Non-Member: $399/person


Additional Registration Options

Distributor Contact:

Sarah Stensrud

Sarah Stensrud
Director, Membership

Manufacturer Contact:

Cindy Chen

Cindy Chen, MS
Director, Associates Program

AMS Sales Training Contact:

Callie Barthel

Callie Barthel
Senior Manager, Member Relations

The Health Industry Distributors Association (HIDA) is committed to a respectful and safe experience for all participants, regardless of race, ethnicity, color, national origin, sex, sexual orientation, gender identity, age, religion, disability, and any other characteristic protected by applicable federal, state or local laws. HIDA does not tolerate discrimination, intolerance, harassment, or aggression at any HIDA event, either in person or via electronic communications. Any discriminatory, harassing, inappropriate, or aggressive behavior should be reported to an employee of HIDA or to the event staff immediately. Anyone engaged in inappropriate behavior is subject to removal from the event at HIDA’s discretion.