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, non-profits, 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 healthcare 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

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Start: Wednesday, April 7, 2021 at 3:00pm

End: Wednesday, April 7, 2021 at 4:00pm