Human-Centered Design: Moving From Transaction to Attraction (B2B Marketing Series)

This event is over.

Throughout her storied marketing and PR career, Stephanie Moritz has ushered big name brands — including ConAgra Foods, The Hershey Company, and Jim Beam — to household name status. In 2015, she joined the American Dental Association as its CMO — without a background in associations, nonprofits, or dentistry. But her industry perspective has radically reconstructed the ADA’s marketing efforts, adding value for its members and reshaping its public perception to a friendly, trusted source of health care information — a far cry from its appearance as the sterile, authoritarian voice of the dental establishment. In this informative session, Moritz will tell the story of how a customer-centric approach took the 161-year-old ADA from analog to digital and eliminated the siloed thinking that often encumbers businesses both big and small.

Key Takeaways:

How design thinking can help attendees understand customer’s unmet needs and motivations
Why research is not the first step of the process, but one facet of a continuous feedback and improvement loop
Identifying the highest and best use of a team for notable impact