The Agenda Is The Manifesto with Jody Tropeano

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Session Overview

Jody Tropeano, Head of Content at HLTH, is in charge of content research and speaker selection for the most innovative event in digital health. HLTH’s program is the framework that helps lead the dialogue for cutting edge transformation to shape the future of healthcare.

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For Jody, the event content has to culminate in HLTH’s point of view and statement they are making about the future of the industry. So, how does she get there?

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In this live conversation with Jody, she shared her process to building an innovating, bold, and groundbreaking agenda that starts with:-

The value of research in writing the agenda

-The process of identifying topics to shape the event program-

The impact speaker selection has on finalizing a bold vision for healthcare

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Session Transcript

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Bryan Funk [00:00:00]

Jody, thank you so much for being here.

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Jody Tropiano [00:02:00]

Thanks for having me, Bryan. I’m excited to be here.

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Bryan Funk [00:02:05]

To set the stage, can you tell us about your background, what led you to HLTH, and what excites you most about your role in the events industry?

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Jody Tropiano [00:02:30]

Of course! My journey to HLTH is a bit unconventional. I started my career in finance, but it wasn’t fulfilling. I transitioned to events because I loved connecting people and fostering relationships. Early on, I worked at IQPC, a large global events company. While it was a great experience, I craved more creative freedom.

In 2017, someone sent me HLTH’s website before their first event. I was blown away by the creativity and design. I reached out to John Weiner, the CEO, on LinkedIn—not looking for a job, just to share my admiration. That message led to a conversation, and ultimately, I joined the team to help launch HLTH’s inaugural event. It’s been an incredible journey ever since.

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Bryan Funk [00:05:00]

That’s amazing. The work you’ve done at HLTH is phenomenal. Your events are unique, award-winning, and full of personality. Let’s dive into your process for curating content. Can you share your ethos for building an agenda?

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Jody Tropiano [00:06:00]

Absolutely. My guiding principle is simple: don’t be boring. The events industry is crowded, and many programs feel repetitive. I always ask myself, "How can we be different? What will excite our audience?" I put myself in the attendee’s shoes and strive to create content that resonates on a personal level.

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Bryan Funk [00:07:00]

That’s a great mindset. Can you walk us through your process for identifying topics that shape the agenda?

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Jody Tropiano [00:07:30]

I’m constantly thinking ahead—already planning for HLTH 2025, even though HLTH 2024 hasn’t happened yet. I keep a running list of ideas in my notes app, inspired by news, articles, conversations, and even random thoughts. By the time we officially start planning, I usually have 50+ ideas ready.

Once we begin mapping the framework, we consider attendee needs and trends. For example, we analyze what worked well in previous events and what conversations are trending in the industry. It’s a mix of creativity, research, and responsiveness.

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Bryan Funk [00:09:00]

How do you balance broad themes with niche topics?

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Jody Tropiano [00:09:30]

In the early days, we structured our agenda around set themes, like AI or pharma, which helped ensure we covered major topics. Over time, we moved away from rigid themes to allow for more creativity and flexibility. Now, we focus on creating a high-level framework while leaving room for innovative, timely topics.

We ensure there’s something for everyone in each time slot and balance tried-and-true topics with experimental ones. For example, this year we’re exploring climate change in healthcare—a topic that doesn’t fit into a traditional theme but is crucial to address.

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Bryan Funk [00:12:00]

Can you share an example of how your agenda theme ties into the overall event experience?

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Jody Tropiano [00:12:30]

This year’s theme is "Be Bold," inspired by the idea of improving healthspan alongside lifespan. We need bold ideas, leaders, and innovators to tackle this challenge. Our creative team takes this theme and brings it to life visually and experientially—stage designs, artwork, and even pavilion concepts like AI and Food as Medicine all align with our message.

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Bryan Funk [00:15:00]

Your work goes beyond just building an agenda. How do you integrate speaker selection into this process?

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Jody Tropiano [00:15:30]

We use a mix of methods: a call for speakers on our website and proactive outreach. About 40% of our speakers come through submissions, while 60% are hand-picked based on research and recommendations. We prioritize fresh perspectives and avoid echo chambers by ensuring diverse voices and opinions are represented.

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Bryan Funk [00:20:00]

What’s your approach to keeping the audience in mind when finalizing the agenda?

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Jody Tropiano [00:20:30]

We gather data from past events, track session attendance, and monitor engagement across webinars and social media. Additionally, we have a network of trusted advisors who provide feedback on topics. It’s all about understanding what resonates with our audience and continuously refining based on their interests.

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ryan Funk [00:25:00]

Jody, this has been an incredible conversation. Before we wrap up, do you have any final thoughts or advice for event professionals?

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Jody Tropiano [00:25:30]

Trust your instincts, but don’t hesitate to ask for feedback. Done is better than perfect. Sometimes you need to take risks and try new things. If it doesn’t work, it’s a learning experience for the next event.

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Bryan Funk [00:27:00]

Thank you, Jody, for sharing your insights. And thanks to everyone for joining us today.