Hyatt Regency Coral Gables, FL | February 5-6, 2020

HIDA eCommerce Conference


Conference Speaker

Michael Brenner
Marketing Insider Group

Conference Speaker

Justin Racine
Geriatric Medical & Surgical Supply

Conference Speaker

Lori McDonald Session intro video on LinkedIn
Distributor E-Commerce Expert

Conference Speaker

Steve Ingel

Conference Speaker

Jan Beery
KBK Communications

Conference Speaker

Dave Bent
ES Tech Group

Conference Brochure►
(Adobe PDF File)
Conference Speaker

Daryn Smith

Conference Speaker

Jim Berdela

E-Commerce Is Transforming the Business of Healthcare

Join fellow healthcare suppliers and trading partners to discuss ways to leverage current and future e-commerce capabilities to grow your business. If your job involves marketing, product management, e-commerce, or IT, you’ll want to attend this event to get a comprehensive view into various healthcare e-commerce hot topics including:

  • Channel partner success strategies for product data management and digital marketing
  • Help streamline and standardize electronic processes for sharing product information
  • Explore ways to grow your e-commerce and digital marketing presence
  • Leverage channel partnership solutions to grow B2B and B2C sales

Who Should Attend

  • Marketing, IT, or product management directors and managers
  • Distributor and manufacturer owners, CEOs, CIOs, or executives
  • Anyone who wants to grow their business in e-commerce

Kudos From Last Year’s Attendees

  • Great conference, very educational, with different topics to satisfy everyone.
  • Good cross-section of manufacturers, distributors, and consultants sharing their digital journeys.
  • Very informative, great networking opportunities.
  • I finally found a conference where I feel like I belong and am with a group of people that understand the challenges I see.
  • Excellent overview with opportunity to ask questions in detail.
  • You’ve tapped into a hot area. Keep going. Well done!

Registration and Pricing

Register online

Registration Fees

Member: $749 per person

Non-member: $1249 per person

Healthcare Providers: $399 per person. (Contact David Forbes to register►)

Distributor Contact:

Kelley Taft»

Director, Membership

Manufacturer Contact:

Cindy Chen, MS, AMS»

Sr. Manager, Associates Program

Registration Policy

Space may be limited. Registration is first-come, first served. Registration forms sent without payment will not be processed. Any photos taken at this event are property of HIDA and can be published without permission in the HIDA materials.

Cancellation Policy

Participants must cancel in writing via mail, email or fax in order to request a refund, less a $35 processing fee. A full refund minus the processing fee will be available prior to January 8, 2020 and a 50% refund will be available between January 9 and January 24, 2020. While no refunds will be available after January 25, a company may substitute a registrant at any time without penalty.


Wednesday, February 5

(Times and topics subject to change.)

Welcome and Objectives • 1:30–1:45pm

Content And The Future Of B2B Marketing • 1:45–2:30pm

Michael Brenner, CEO, Marketing Insider Group

  • Former VP of Content Marketing at SAP
  • Expert in helping companies attract new customers and deliver a return on content marketing
  • Engaging storyteller who teaches organizations to create, deliver, optimize, and measure content marketing effectiveness

Six Critical E-Commerce Features For Distributors • 2:30–3:15pm

Lori McDonald, President and CEO, Brilliance Business Solutions

  • Strategies for providing customer-level pricing amid complex purchasing scenarios and multiple payment types for each account
  • Search capabilities that can handle tens of thousands of SKUs
  • Machine learning technology to increase revenue through personalization

Working Roundtable #1 • 3:45–4:15pm

Managing The PIM Data Morass: Best Practices For Getting, Maintaining, And Fixing Product Information • 4:15–5:00pm

Panel Discussion

  • Sharing data between trading partners: what’s working, what’s not, and where the best improvement opportunities are
  • First steps to take to identify and fix problem areas
  • Practices that create inefficiencies, and how to avoid them

Case Study: Lessons Learned From Industry-Wide PIM Transformation In Office Products B2B Distribution • 5:00–5:30pm

Dave Bent, President of US Operations, ES Tech Group

How the UK’s B2B office products distribution industry traveled a transformational journey that led to industry-wide adoption of common processes and standards for the creation and management of product information.

Networking Reception • 5:30–7:00pm

Thursday, February 6

Networking Breakfast • 7:00–8:00am

Distributor Case Study: Using Digital Tools To Drive Sales Force Effectiveness • 8:00–8:45am

Justin Racine, Director, Marketing & E-Commerce, Geriatric Medical & Surgical Supply, Inc.

  • Gain ideas from one of the healthcare distribution industry’s e-commerce leaders (Geriatric Medical produces 90% of its revenue through its digital channel)
  • Understand how to apply key digital marketing metrics such as cart abandonment rate, average order size, and customer engagement and disengagement rates to grow your business
  • How to define the proper KPI’s (Key Performance Indicators) for your business, and how to actually reach them

Manufacturer Case Study: Using Technology to Connect Patient, Provider, And Payer In Real Time • 8:45–9:15am

Steve Ingel, Executive Vice President, Healthcare Solutions, DJO

  • Hear how this DME manufacturer developed a novel application that links the provider’s EHR to payers and can accept real-time payment at the bedside
  • Find out why they built it, how it works, what it took to create it, and how the company has benefited

Working Roundtable #2 • 9:15–9:45am

Managing Channel Conflict Through A Strong E-Commerce Strategy • 10:15–10:45am

Jan Beery, Chief Executive Officer, KBK Communications
Daryn Smith, Co-Founder, MPULL

  • How the rise in e-commerce has transformed channel relationships and increased conflict between manufacturers, distributors, and other trading partners
  • Why it’s critical to develop your e-commerce strategy and your channel strategy in tandem, identifying and addressing potential conflict areas
  • What specific steps you can take to build a strong digital strategy that allows you to collaborate effectively with your partners and grow your business

Is That Product Safe? Protecting Consumers From Gray Market Risks In The Age Of E-Commerce • 10:45–11:15am

Jim Berdela, Channel Development Management VP, BD

  • Understand the gray market and the risks it poses to the supply chain, and importantly, for healthcare patients
  • Discuss how e-commerce increases gray market risks
  • Learn specific steps that trading partners can take to avoid gray market challenges and ensure that products are authentic and safe

Working Roundtable #3 • 11:15–11:45am

Roundtable Reports and Action Planning • 11:45am–12:15pm


Event Sponsors:

Sponsorship Opportunities   Download Info (PDF)►

Gain visibility to more than 300 conference participants at three co-located events focusing on e-commerce capabilities, contract efficiency and demand planning.

Back of Badges Sponsor - $2,500

Nightly Schedule of Events Email Sponsor -  $3,000

Education Session Sponsor -  $3,500

Reception Sponsor - $4,500

Exhibit Opportunities

Presenting Sponsor -$10,000 (member)
Includes three registrations, exhibit table, session introduction; and recognition in marketing, web, and onsite slides/signage.

Sponsor - $3,950 (member) | $6,500 (non-member)
Includes two registrations, exhibit table, recognition in marketing, web, and onsite slides/signage.

Supporter - $2,750 (member) | $5,500 (non-member)
Includes one registration, exhibit table, recognition in marketing, web, and onsite slides/signage.

Sponsorship Contact:

Julie Berry»
Director, Conferences & Sponsorship Sales

Hotel Reservation Information

Hyatt Regency Coral Gables, Florida


Rate: $259 per night (Note: Hotel full, see alternatives below), single/double, plus 13% tax. Tax rates are subject to change.

Hotel Address: 50 Alhambra Plaza, Miami-Coral Gables, FL 33134

Hotel Cancellation Policy: After the January 8, 2020 cut-off date, reservation requests for rooms will be based on hotel availability and rates are subject to change. Name changes on, or other transfers of, room reservations will not be accepted after the cut-off date. If you booked accommodations at the Hyatt Regency Coral Gables but can no longer attend, please contact Julie Berry directly 703-838-6103 or to cancel your room.

HIDA’s attendee room block at the Hyatt Regency Coral Gables is now closed.
To be added to the wait list, please contact Julie Berry at 703-838-6103 or

Alternative Hotels:

Hotel St. Michael►
Distance: 0.2 miles
Rate: $247

Hotel Colonnade Coral Gables►
Distance: 0.3 miles
Rate: $289

Courtyard by Marriott Miami Coral Gables►
Distance: 0.6 miles
Rate: $364

Aloft Coral Gables►
Distance: 0.7 miles
Rate: $249

Event Contact:

Stephanie Reed, MS»
Director, Education

Please Note: We are aware of several companies that are attempting to sell HIDA Conference attendee lists. These companies are in no way affiliated with HIDA and the lists they are attempting to sell are not legitimate.

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.