Sales & Marketing Summit | HIDA Educational Foundation

November 9-10, 2022 | Virtual Conference

HIDA Sales & Marketing Conference

HIDA Sales & Marketing Summit

If you’re a healthcare salesperson, or you lead a sales team, plan now to attend HIDA’s Sales & Marketing Summit, November 9-10, 2022. It’s your opportunity to hone your knowledge and skills for succeeding in today’s quickly-evolving healthcare market.

Who Should Attend

The HIDA Sales & Marketing Summit will benefit 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
  • E-commerce directors
  • Marketing leaders

How You’ll Benefit

  • Gain insight on market trends and opportunities in a post-COVID world
  • Advance your sales skills and strategy
  • Understand changing customer needs
  • Learn to engage and persuade executive-level decision-makers more effectively
  • Better prepare your team for today’s customer challenges, and hone your own skills as leaders
Leveraging The Advantages Of Virtual

Virtual training is a great way to train your team without wasting precious sales time on travel. HIDA’s virtual platform offers some great advantages:

  • Ability to attract key experts as presenters and panelists
  • Live, face-to-face discussions and networking via video conference
  • Real-time interaction during conference sessions
  • Convenience and cost savings



Additional Registration Options
Registration Fees
  • AMS Accredited Individuals: Complimentary
  • Member: $199 per person
  • Non-member: $399 per person

Distributor Contact:

Meagan Roloff

Meagan Roloff»
Director, Membership – Acute, Physician & Lab

Manufacturer Contact:

Cindy Chen

Cindy Chen, MS»
Director, Associates Program

AMS Sales Training Contact:

Callie Nigrelli

Callie Nigrelli»
Senior Manager, Member Relations

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 HIDA materials.

Event 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 through September 12, 2022 and a 50% refund will be available between September 13 and September 30, 2022. While no refunds will be available after September 30, a company may substitute a registrant at any time without penalty.


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

Wednesday, November 9

1:00-1:30 ET
Master The Virtual Selling Stage

Even if your primary role is in-person sales, virtual sales calls and meetings are now a fact of life. Don’t let weak virtual presentation skills cost you the next big sale for your company. In this dynamic session, discover the importance of your on-camera presence.

  • Emphasis on eye contact and body language to convey credibility and build relationships
  • How the very best sales reps make a personal connection with customers even when it isn’t an in-person call
Julie Hansen
Julie Hansen
Author & Keynote Speaker and Trainer
Founder, Selling On Video Master Class

1:45-2:15pm ET
Orchestrating A Successful Product Launch
Panel Discussion

The process of launching a new healthcare product begins months or years before the item hits the market. Find out what industry leaders have learned from years of experience with product launches.

  • Key elements of the launch plan – sales strategy, marketing, packaging, and more
  • Roles of the manufacturer, distributor, GPO, and other key partners
  • Ways to incorporate both creativity and competent execution
  • Lessons learned from the best (and worst) launches
Jessica McCarthy

Jessica McCarthy
Sr. Director of Equipment & Capital Lab
Henry Schein

Kurt Forsthoefel
Marketing Director – Medical Division

Moderator: Jan Beery
KBK Communications

2:30-3:00pm ET
Digital Directions: Six Steps To Accelerate Sales & Marketing

Your company’s digital strategy should generate leads, empower the sales team, and help guide customers toward a sales decision. In this lively session, digital sales and marketing expert Susan Merlo will address the biggest obstacles distributors and other healthcare companies face today, and help you create an immediately actionable plan elevates results.

  • Create a digital strategy and online presence that increases customer retention and increases share-of-wallet within your accounts
  • Design a website and fill it with content that generates leads – not just traffic
  • Use marketing automation to qualify and nurture those leads
Susan Merlo

Susan Merlo
Next Level Media

3:15-4:00pm ET

ShareGroups are interactive discussion sessions via video conference. Each dialogue is moderated by a HIDA member, sometimes with help from a guest expert. It’s not a presentation. Instead, each session is a peer-to-peer conversation about a specific challenge, designed for professionals with similar job titles.


Generating Sales Leads: Digital Best Practices


Positive PIM Practices

Strategic Accounts

Organizing The Strategic Accounts Team


Accelerating Growth Through More Effective Sales Onboarding


Talking With Customers About Back Orders & Allocations


Using Reimbursement Expertise To Target Your Sales Message

4:15-4:45pm ET
Talking With Customers About Supply Chain Delays

Prior to the pandemic, healthcare sales and marketing professionals didn’t need to worry about shipping – or understand problems like port congestion, railroad delays, or trucker shortages. But today, transportation issues are pervasive and successful sellers must be able to discuss them competently. In this session:

  • Get an understanding of the global supply chain – from the time products leave the factory until they arrive at the customer’s facility
  • Understand common challenges and delays at each step
  • Find out what HIDA and its member companies are doing to address these challenges
  • Gain confidence in talking with customers about these problems
Linda Rouse O’Neill
Linda Rouse O’Neill
VP, Supply Chain Policy & Executive Branch Relations

Thursday, November 10

1:00-1:30pm ET
Elevating Your Value With Healthcare Customers

Success in healthcare sales – or any type of business – depends on connecting the products, expertise, and services you offer to your customers’ biggest challenges. In this session, we’ll talk about:

  • The biggest issues your healthcare customers are facing today
  • Using well-informed questions to uncover needs
  • Tying your sales message directly to those needs, deepening the relationship with the customer, and growing your business
Elizabeth Hilla
Elizabeth Hilla
Senior Vice President

1:45-2:15pm ET
Selling To The C-Suite Healthcare Executive

If you want to become a long-term strategic partner to your key customers, you need to build relationships at the top. In this session, former IDN C-suite executive Mark Dixon will provide first-hand guidance on how to get to the C-suite and what to do once you’re there.

  • How decision-making often works in large healthcare provider organizations
  • What C-suite executives think about suppliers and salespeople – and how to change those negative impressions
  • Why it’s critical to think like an economic buyer
  • When you need to access the C-suite, and when you don’t
Mark Dixon
Mark Dixon
The Mark Dixon Group, LLC

2:30-3:15pm ET

ShareGroups are interactive discussion sessions via video conference. Each dialogue is moderated by a HIDA member, sometimes with help from a guest expert. It’s not a presentation. Instead, each session is a peer-to-peer conversation about a specific challenge, designed for professionals with similar job titles.


Where To Look For Market Data


Personalized Messaging To Attract New Prospects


Negotiating Contracts That Work


In-Person Sales Coaching: Making It Positive & Productive


Manufacturer & Distributor Joint Calls: How Do You Wow The Customer?


Using Reimbursement Expertise To Target Your Sales Message

3:30-4:00pm ET
Using Data To Identify Healthcare Sales Opportunities

Healthcare sales data can be a gold mine of information for salespeople and marketers – if you know where to find it and how to use it. In this session, HIDA data partner Clarivate will share best practices on how to use distributed product sales data to understand purchasing trends and uncover growth opportunities.

  • Recognize data signals that point to sales opportunities
  • Gain insight on current market trends
  • Learn new ways of leveraging data to optimize your commercial strategy
Andrew Lee

Andrew Lee
Vice President, Medtech Strategy

4:15-4:45pm ET
How Salespeople Can Use E-Commerce Insights To Delight Customers

Sales reps sometimes view e-commerce as a threat – something that could eventually replace their role as the primary interface with the customer. But other reps see digital tools as a competitive advantage, a way to find and close profitable sales opportunities. In this session, find out how the most successful reps are embracing digital technology and using it to make themselves irreplaceable.

  • How insights gleaned from e-commerce data can help reps match customers with the products and solutions they want most
  • What data about customer “personas” can tell you about their buying patterns
  • Why customers want a digital connection with your company as well as a personal one – and how that benefits you as the sales rep
Justin Racine

Justin Racine
Director, Commerce Strategy


Download PDF Flyer►

Lock in your sponsorship package for premium exposure to Sales & Marketing Summit attendees. HIDA offers a wide variety of sponsorship opportunities at various price points, so you can select the options that best suit your marketing strategy and budget. HIDA can also build a customized sponsorship solution just for you so you can get in front of your target audience.

  • Sponsored Email Blast - $1,750
  • Education Session Sponsor - $3,500
  • Rotating Logo on Platform - $2,000
  • Static Banner on Homepage - $2,750
  • Gold Bundle Sponsor (2 virtual events) - $6,000

Customized sponsorship packages are also available. To learn more, contact Esha Bell at 703-884-1152 or

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.