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Getting the Board on Board: A CEO and CMO Perspective on Enabling Change Through Politics, Policies and People
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9:10 AM - 10:10 AM
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Making change happen is difficult especially when it challenges the age-old “we’ve always done it this way” mentality. At LCMC Health, organizational and brand-related changes were led by a powerful collaboration between CEO and CMO. This session tells how they challenged the status quo to transform the organization and brand for the future. Learn the tactics and best practices of two collaborative leaders that not only engaged more than 8,500 employees but also got the board on board. |
Speakers:
Christine Albert, Senior Vice President of Marketing and Communications, LCMC Health
Greg Feirn, Chief Executive Officer, LCMC Health
Justin Wartell, Managing Principal, Monigle
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Session Type:
Concurrent Session
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Session Track:
Career & Leadership Development
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Build Your Employer Brand With an Ambassador Program Designed to Drive Change and Improve Engagement
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9:10 AM - 10:10 AM
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Learn how Dayton Children's Hospital implemented an employee brand ambassador program that helped raise employee engagement from the 11th to the 95th percentile in 18 months. The corporate communications team created the program, anticipating staff resistance to change when implementing a new logo after nearly 50 years with the previous mark and opening a new patient tower in 2017. This team of 30 employees helped their peers navigate and embrace the significant changes happening at the hospital.
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Speakers:
Kristen Bowser, Director of Corporate Communications, Dayton Children's Hospital
Kelly Kavanaugh, Vice President of Marketing and Chief Strategy Officer, Dayton Children's Hospital
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Session Type:
Concurrent Session
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Session Track:
Communications & Public Relations
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See Around the Right Corners: Turning Untapped Consumer Demand Into New Growth Opportunities
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9:10 AM - 10:10 AM
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The future of health system growth and patient engagement is tied to solutions and experiences that are rapidly taking shape – like real-time, remote biometric monitoring; tech-enabled self-diagnosis; and AI-based treatment guidance. These aren’t novelties; they’re evidence of broad-scale consumerism in health care — and they’re arriving sooner than many organizations are prepared for.
Through de-identified and named examples from AVIA’s work with more than 40 of the most forward-thinking health systems in the country, this session offers real-world guidance on how attendees can create a framework for digital consumerism that engages patients and bolsters health systems’ consumer acquisition and retention. |
Speaker:
Cynthia Perazzo, Executive Vice President, AVIA
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Session Type:
Concurrent Session
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Session Track:
Cross-Functional Topics
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Using Analytics, Data Visualization and Propensity Models to Personalize Health Care Marketing
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9:10 AM - 10:10 AM
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This case study demonstrates how health care organizations can use existing patient data to build deeper relationships, prioritize health equity and more efficiently communicate with patients.
Prior to the release of a health care system’s patient-facing mobile health application, analysts used existing patient data to identify patients most likely to engage with the app. Analysts then: developed a data model that can be used repeatedly to analyze the patient population; identified 10 user personas most likely to benefit from application use; and developed strategic communication recommendations for highest priority personas.
Implications for future health care delivery and patient health outcomes will be discussed.
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Speakers:
Charlotte Wilson, Director, Digital Marketing & Analytics, OSU Wexner Medical Center
Bill Balderaz, President, Futurety
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Session Type:
Concurrent Session
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Session Track:
Cross-Functional Topics
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Innovations in Experiential Wayfinding Platforms that Drive Patient Engagement and Business Development
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9:10 AM - 10:10 AM
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As the consumerization of health care grows, patients expect health care systems to offer convenient, personalized experiences. Having a system-branded mobile platform is a first step, but it’s important to ensure the platform delivers distinctive, ongoing opportunities that drive adoption, maintain engagement, and offer measurable business development opportunities and patient experience improvements.
This presentation features Piedmont Health’s success with an experiential wayfinding platform that drives improvements to patient experience and access to care. Best practices for an experiential wayfinding platform will be featured, including defining measurable goals for improving patient experience and evaluating analytics to measure KPIs of digital engagement efforts. |
Speaker:
Katie Logan, Vice President, Experience, Piedmont Healthcare
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Session Type:
Concurrent Session
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Session Track:
Marketing & Digital Engagement
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Merger Marketing Madness: A Strategic Approach for Developing a Post-Merger Consumer Brand
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9:10 AM - 10:10 AM
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In the past two years, health care mergers have increased by around 12% a year. If you haven’t been affected by a merger yet, you may be soon. Mergers bring challenges for marketers, who need to reconcile the marketing strategies of what may have been formerly competing health care entities. They need to convince consumers this combination of resources translates to better care.
Done well, marketers can use mergers to bring innovation and improve processes. It can be the perfect time to rebrand. This session gives a behind-the-scenes look at how Hackensack Meridian Health created a strong, consumer brand and content strategy centered around storytelling for its 17-hospital network post-merger.
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Speakers:
Shannon Cummins, Vice President, Business Development, GLC
Michael McCauley, Vice President, Communications, Hackensack Meridian Health
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Session Type:
Concurrent Session
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Session Track:
Marketing & Digital Engagement
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Opportunity in the Opioid Crisis: The Leadership Role and Brand Value for Hospitals
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9:10 AM - 10:10 AM
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Hospitals are often the front line of the opioid crisis and bear witness to its devastating effects. As one of the most visible health care hubs in your community, hospitals have a vital role — and a brand opportunity — to position themselves as a community champion tackling this crisis.
Learn how to build communications around the opioid crisis that not only raise awareness in the community but change behaviors. Look at how hospitals across the country have been integrating the crisis into their communications strategy to build brand affinity. |
Speakers:
Christine Varela, Partner, DH
Amy Blondin, Chief Communications Officer, Washington State Health Care Authority
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Session Type:
Concurrent Session
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Session Track:
Marketing & Digital Engagement
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Developing Virtual Care Strategies That Advance the Quadruple Aim
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9:10 AM - 10:10 AM
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Virtual care is emerging as a powerful way to attract patients and differentiate provider brands in competitive markets. This session will uncover how One Medical has capitalized on virtual care, including live video, chat, and asynchronous triage, to become the largest independent primary care system in the country with 500% higher virtual utilization than the industry average. Participants will learn how to use virtual services to drive patient growth, boost provider retention and improve access to care. |
Speakers:
Paul Cohen, VP, Strategy, One Medical
William Kimbrough, National Virtual Medical Director, One Medical
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Session Type:
Concurrent Session
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Session Track:
Strategic Planning & Business Development
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Physician Engagement Strategy: Driving Growth by Educating Referring Physicians
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9:10 AM - 10:10 AM
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Learn how the physician relations team at UMass Memorial Health Care plays a key role in driving growth for the organization by educating community referring physicians on the total value proposition. Examine tools and techniques that the physician relations team uses to engage and retrain physicians for enhanced growth opportunities within the network. Learn how to increase alignment with both private and employed physicians by developing a formal strategic communications plan that will enhance physician loyalty. |
Speaker:
Sarah Latorre, Senior Director, Physician Referral Marketing, UMass Memorial Health Care
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Session Type:
Concurrent Session
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Session Track:
Strategic Planning & Business Development
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Strategic Partnering: An Approach for Accelerating Consumer Focus and Diversifying Revenue
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9:10 AM - 10:10 AM
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In an increasingly competitive environmental landscape with more focus on consumerism and affordability, health care systems must develop accessible, integrated programs that are also convenient, affordable and intuitive. Often these programs will take organizations beyond their core operating space into adjacent as well as new white space opportunities. This session will explore how organizations identify, evaluate and make operational new business opportunities that leverage key partnerships and diversify revenue to grow their health care ecosystem. Participants will engage in a facilitated interactive discussion with executives from MedStar Health and Spectrum Health, exploring new approaches and critical skills required. |
Speakers:
Holly Sullivan, Senior Director, Strategic Marketing, Spectrum Health
Jennifer Wilkerson, Chief Strategy Officer, Sheppard Pratt Health System
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Session Type:
Concurrent Session
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Session Track:
Strategic Planning & Business Development
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Driving Dual Transformation: Building an Innovation Intelligence Engine to Transform Your Business
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11:35 AM - 12:35 PM
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Many organizations are pursuing dual transformation strategies and face challenges balancing resources between internal transformation and external innovation. The keys to success can be found in the creation of an Innovation Intelligence Engine that can collect and aggregate the most valuable consumer and business data. The Insights Innovation Engine is an integrated system that creates clarity for the voice of the consumer and blends it with the needs of the business to identify opportunities and direct priorities.
Join us as we walk through the components of the Insights Innovation Engine and how it is used to identify and create consumer experience and digital transformation strategies for both internal and external innovation. We will explore how projects are identified, teams are created and resources are deployed against dual transformation activities. |
Speaker:
Jamey Shiels, System Vice President, Digital Experience, Advocate Aurora Health
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Session Type:
Concurrent Session
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Session Track:
Cross-Functional Topics
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Internal Comm-edy: How to Infuse Humor to Engage Employees
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11:35 AM - 12:35 PM
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Health care is riddled with change – big and small. Internal communicators are tasked with finding creative ways to break through the daily clutter of messages, communication methods, and general noise. Learn how Mary Washington Healthcare used humor to catch employees’ and providers’ attention to gain excitement and engagement during a major organizational change. In this session, you will see examples of successful change management tactics, gain insight into how humor can inspire change, and gather tools to infuse humor into your internal communications strategies. |
Speaker:
Lisa Henry, Director of Corporate Marketing and Communications, Mary Washington Healthcare
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Session Type:
Concurrent Session
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Session Track:
Communications & Public Relations
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Keep Calm: How to Reposition Alarmist Language to Calm and Reassure Audiences
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11:35 AM - 12:35 PM
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Accreditation is a sign of quality and can be an important consideration in patients’ decision-making. What happens when an organization loses accreditation and state agencies get involved? Learn how one hospital turned the tide and preserved public opinion. |
Speakers:
Karen Brodbeck, Vice President, Public Relations, OSF HealthCare
Diane Schuette, Vice President Strategic Marketing, OSF HealthCare
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Session Type:
Concurrent Session
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Session Track:
Communications & Public Relations
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Quick to Market: Implementing a Rapid Innovation Process to Drive Customer Satisfaction
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11:35 AM - 12:35 PM
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As convenience upstages loyalty, health care systems must nimbly respond to evolving consumer demands by innovating quickly and efficiently, maximizing customer satisfaction while controlling costs. Learn how CoxHealth is navigating this complex value equation by implementing the IN-90 process. Designed to tackle innovation problems and produce solutions ready for implementation in 90 days, the CoxHealth team has harnessed the power of the process to make operational consumer-centric services like Save My Spot, telespeech for schools and Imprivata palm scanning, designed to improve efficiency and elevate satisfaction. |
Speakers:
Jann Holland, Vice President, Marketing & Corp Communications, CoxHealth
Scott Rogers, System Director of Innovation, CoxHealth
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Session Type:
Concurrent Session
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Session Track:
Cross-Functional Topics
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How to Succeed When Google Is Your Homepage
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11:35 AM - 12:35 PM
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Optimizing for search is essential. But how do you stand out when Google is fast becoming your biggest competitor? Attend this session and learn how Hartford HealthCare (Hartford, CT) invested in research and their site’s technical foundation to own organic search for priority service lines and how MidMichigan Health (Midland, MI) transformed their site traffic to a more clinically focused audience by taking a strategic approach to business listings. |
Speakers:
Lindsey Steinkamp, Senior Digital Marketing Strategist, Geonetric
Daniel Small, Director, Digital Strategy, Hartford HealthCare
Megan Yezak, Marketing Manager, MidMichigan Health
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Session Type:
Concurrent Session
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Session Track:
Marketing & Digital Engagement
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Provider Directories Can Either Cost Your Reputation or Help You Grow Volume: Use Them Wisely!
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11:35 AM - 12:35 PM
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The challenge of listing providers online is ever growing. Who do you list? How will you feature specific providers? Should you list community providers? How do you keep the directory accurate? Dayton Children's Hospital will walk you through strategies, policies and pitfalls to host a successful provider directory. Learn how to use ratings, provider biography videos, “request an appointment” features and more. |
Speaker:
Ashley Stanko, Marketing and Business Development Manager, Dayton Children's Hospital
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Session Type:
Concurrent Session
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Session Track:
Marketing & Digital Engagement
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Pruning the Content Library: Evolving To a Content Strategy
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11:35 AM - 12:35 PM
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After five years of successful content marketing, VITAS Healthcare tells the story of transforming an overgrown library of content through a website redesign into a streamlined, audience-focused content strategy. The process requires a clear strategic approach, diligent audience research, data analytics, persona mapping and tough choices. The end result is a focused library of content designed around the relevant needs of the most desired, valuable audiences—and the building blocks of a personalization program. Participants will learn tips and strategies to keep growing content libraries pruned and relevant, transforming them from organic traffic honeypots to conversion engines for brand growth. |
Speaker:
Jeffrey Stewart, Assistant Vice President, Digital Communications, Vitas Healthcare Corporation
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Session Type:
Concurrent Session
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Session Track:
Marketing & Digital Engagement
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Nimble and Agile: Integrated Strategic and Financial Planning
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11:35 AM - 12:35 PM
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We’ve read the statistics – 70% of new, large-scale strategic initiatives fall short of their goal. Why does this happen? A primary reason is that plans and initiatives are not adequately resourced in order to ensure successful execution. The solution is to integrate strategic planning with financial planning. Jefferson Health has taken the journey to design and implement an annual process that ensures that strategy informs and is supported by capital and operating budget processes. |
Speakers:
Monica Doyle, Senior Vice President, Strategy and Business Development, Thomas Jefferson University Hospitals
Heather Prasad, Associate Vice President, Strategy & Business Development, Thomas Jefferson University Hospitals
Katherine Cwiek, Associate Vice President, Strategy & Business Development, Jefferson Health
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Session Type:
Concurrent Session
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Session Track:
Strategic Planning & Business Development
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Transforming Physician Relations: The Why, the How and the Results
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11:35 AM - 12:35 PM
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Transformation is the name of the game in nearly every health care organization. We see it from care delivery to alignment strategies to strengthening market position. As organizations make essential and sometimes disruptive strategic changes, it’s vital for physician relations to ask what needs to change to support the future direction of the organization. This session will explore how to audit the effectiveness of your model and strategy, what changes to make and the process to get there.
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Speakers:
Susan Boydell, Partner, Barlow/McCarthy
Becky Lathrop, Indiana University Health Methodist Hospital
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Session Type:
Concurrent Session
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Session Track:
Strategic Planning & Business Development
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Making a Successful Mid Career Transition in Health Care Leadership
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8:30 AM - 9:30 AM
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| Join four members of the SHSMD board as they discuss making mid-career changes at the leadership level. Whether you are considering a totally new opportunity or just changing roles where you work now, this session will help you prepare. The panel will explore how to assess new opportunities, develop successful onboarding strategies, lead teams during transitions and much more. |
Speakers:
Camille Strickland, VP, Health System Marketing, ReviveHealth
David Grandy, Vice President, Delivery System Design and Innovation, Kaiser Permanente
Alan Shoebridge, Director of Marketing, Salinas Valley Memorial Healthcare System
Jennifer Wilkerson, Chief Strategy Officer, Sheppard Pratt Health System
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Session Type:
Concurrent Session
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Session Track:
Career & Leadership Development
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A Physician CEO Shares the "Special Sauce" to Align and Engage Physician Providers!
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8:30 AM - 9:30 AM
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Learn how SSM Health Medical Group-Oklahoma partners with its physicians to improve, grow , and transform the health care system, resulting in: a top 5% ranking nationally for satisfaction, engagement, and alignment; double-digit growth for three consecutive years, improved operating performance and network retention during aggressive growth; improved clinical quality – one of the strongest participants in the Comprehensive Primary Care Plus initiative through the Center for Medicare and Medicaid Innovation; improved patient experience from below the 50th percentile to the 90th percentile in three years and increased patient affiliation with the system. |
Speakers:
Kevin L. Lewis, Regional President, SSM Health Medical Group - Oklahoma
Susan Emerson, SVP of Strategic Planning and Business Development, Private Health News
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Session Type:
Concurrent Session
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Session Track:
Communications & Public Relations
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Transgender Care: Creating Communications and Engagement Guidelines
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8:30 AM - 9:30 AM
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This session outlines the path taken by the Strategic Relations and Marketing team of the University of Virginia Health System to educate itself on the unique needs of the transgender community. Topics include general transgender terminology and demographics; barriers that inform transgender health and health care experience; and best practices related to patient engagement, training, policies, communications and clinical care. Specific resources will be identified so that participants at all points in providing inclusive and equitable care can determine staged approaches for transgender services relevant to their particular institutional and cultural environment. |
Speakers:
Amy Sarah Marshall, Online Content Strategist, University of Virginia Health System
Sarah Ridgeway, Marketing and PR Specialist, UVA Health System
Aleksandra Golota, Marketing and PR Specialist, UVA Health System
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Session Type:
Concurrent Session
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Session Track:
Communications & Public Relations
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Beyond the EHR: Personalizing the Patient Experience With a Consumer Engagement Platform & Patient Engagement Center
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8:30 AM - 9:30 AM
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Providence St. Joseph Health (PSJH) has responsed to consumerism with higher expectations for personalization, on-demand technology, and overall experience for patient health. PSJH created a Patient Engagement Center with highly trained personalized health liaisons to help patients and providers navigate care. It developed a consumer engagement platform that integrates the ecosystem of technology to engage with consumers, including: CRM to connect various patient interactions into one 365-degree view of the consumer: omni-channel technology that can be used for high-touch personalized contact centers; targeted and tailored digital marketing; and ultimately quality care delivery. |
Speakers:
Karen Appelbaum, Executive Director, Enterprise Access Operations & Technology, Providence St. Joseph Health
Kim Swafford, Group Vice President, Telehealth & Health Technology Strategy, Providence St. Joseph Health
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Session Type:
Concurrent Session
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Session Track:
Cross-Functional Topics
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Planning a Turnaround: Regaining Trust and Commitment to Improve Performance
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8:30 AM - 9:30 AM
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While “turnaround” is usually associated with financial performance, multiple strategic and operational factors must be considered to put an organization back on a positive, sustainable path to success. In 2017, Summa Health went through a disruptive change that resulted in a significant loss of market share, poor financial results and major reputational damage. This session will highlight: how and why executives immediately recognized that engagement of staff and physicians had to be top priorities; tactics they implemented to rebuild culture; and the positive results the system has achieved. |
Speakers:
Burl Stamp, President/Founder, Stamp & Chase, Inc.
Benjamin Sutton, Senior VP, Strategy and Performance Management, Summa Health
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Session Type:
Concurrent Session
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Session Track:
Cross-Functional Topics
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A Tale of Two Health System Rebrands: The Good, the Bad and the Ugly
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8:30 AM - 9:30 AM
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Rebranding health care systems is all the rage, and for good reason: Done well, rebrands can unify the organization, drive patient satisfaction, grow market share and even improve clinical care. (And let's not forget that it can also cut costs by centralizing multiple operational functions, including marketing.)
But before your health system dives head-first into this pool of potential prosperity, you should know what you are getting into. Told from the perspective of three health care insiders who have been central to their organization's rebranding initiatives, this is a must-attend for anyone even contemplating a rebrand. |
Speakers:
Joshua Cowan, VP Strategy and Communication, Adventist Health
Sharon Clary, VP Marketing, AdventHealth Orlando
Jason Brown, CEO & Chief Strategy Officer, Brown Parker & DeMarinis Advertising
Brandon Murphy, President & Chief Strategy Officer, 22squared
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Session Type:
Concurrent Session
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Session Track:
Marketing & Digital Engagement
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Building and Implementing a Consumer Insights Strategy
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8:30 AM - 9:30 AM
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Capturing the “voice of the consumer” is essential to be competitive in health care, but health systems cannot solely rely on patient satisfaction surveys to understand consumer needs. Recognizing this, some systems are creating consumer insights departments to coordinate many types of data gathering and report analysis. Hear how Advocate Aurora Health’s consumer insights leadership team created an internal insights team – including employee skill sets and resource tools. Learn how consumer insights impact health systems beyond the marketing department – such as in service lines, business growth, operations and human resources. |
Speaker:
Darrell Beneker, Director Consumer Insights, Advocate Aurora Health
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Session Type:
Concurrent Session
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Session Track:
Marketing & Digital Engagement
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Off the Chart Engagement: Videos and Incentives Drive St. Luke’s Employee Ambassadors
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8:30 AM - 9:30 AM
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In a 10-plus hospital network such as St. Luke’s University Health Network, it is difficult to keep employees informed of all network happenings. So we created short, fun, informational videos that employees actually want to watch and share with their family, friends and communities. A year later, it’s a hugely successful employee engagement program with 76% participation. As employees watch and share videos they earn points toward “cool” branded merchandise and gear. This session shares how the program helps increase employee engagement. |
Speakers:
Mary Beth Golab, Director of Marketing, Internal Communications, St. Luke’s University Health Network
Donna DeMarco, co-founder, Viddler
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Session Type:
Concurrent Session
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Session Track:
Marketing & Digital Engagement
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How Innovation and Risk Taking Affect the Creditworthiness of Health Care Organizations: A Credit Rating Agency’s Perspective
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8:30 AM - 9:30 AM
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This session will demonstrate how S&P Global incorporates risk-taking strategies into its credit reviews, how S&P Global’s rated health care credits pursue risk-taking, and how certain strategies impact an overall view of the credit. Strategies include expansion outside hospital walls, integrated delivery systems, value-based contracting, provider-sponsored health plans, mergers and acquisitions and joint ventures, innovation funds, and technology and artificial intelligence. Attendees will be invited to share their own experiences with innovation and risk-taking and engage in discussion about credit impact with the speakers. |
Speakers:
Allison Bretz, Associate Director, S&P Global Ratings
Patrick Zagar, Associate Director, S&P Global Ratings
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Session Type:
Concurrent Session
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Session Track:
Strategic Planning & Business Development
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Right Place, Right Time, Right Service: Managing Behavioral Health Patients in a High-Performance Clinically Integrated Network (CIN) – A model for today and tomorrow that saves lives and bends the cost curve!
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8:30 AM - 9:30 AM
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WakeMed Behavioral Health Network (WBHN) is a clinically integrated network (CIN) that includes an anchor Health System (WakeMed Health & Hospitals), inpatient behavioral health hospitals (totaling over 750 beds), outpatient behavioral health organizations (representing ten (10) regional providers with over 400 clinicians), and community based social service organizations (CBO’s) targeting social determinant of health (SODH) needs. Early outcomes have increased patient access to care significantly, and decreased both avoidable bed days by 40% and length-of-stay by 27%, which has resulted in a $10M + positive annual P&L impact for the Health System, and is attracting regional managed-care and accountable care organization (ACO) interest.
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Speakers:
Michael Rhoades, CEO, Blaze Advisors
Richard Shrum, VP, Chief Strategy Officer, WakeMed Health & Hospitals
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Session Type:
Concurrent Session
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Session Track:
Strategic Planning & Business Development
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Developing a Digital Health Roadmap - The Cleveland Clinic Experience
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11:10 AM - 12:10 PM
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The session will outline internationally renowned Cleveland Clinic’s digital transformation strategy and will describe its digital road map for engaging patients and enabling caregivers. Audiences will learn about the tools and frameworks used and how a large group of cross-functional stakeholders came together to develop the road map, evaluate technology solutions and determine a way forward for the organization. The session speakers will share challenges and best practices in the digital transformation journey. |
Speakers:
Paddy Padmanabhan, CEO, Damo Consulting Inc
Peter Rasmussen, Medical Director of Digital Health, The Cleveland Clinic
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Session Type:
Concurrent Session
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Session Track:
Cross-Functional Topics
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Innovation Leadership and Design Thinking
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11:10 AM - 12:10 PM
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Dr. Sherry Gevedon will engage health care leaders to view their roles through the lens of innovation, leadership and design thinking. Using evidence-based research in leadership and case studies to show how leader behaviors consistently drive innovation in products, services and processes, audiences will be inspired to create new mindsets and consider a framework for team innovation. |
Speaker:
Sherry Gevedon, CEO, PES, Inc.
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Session Type:
Concurrent Session
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Session Track:
Career & Leadership Development
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Going Beyond Political Strategy: Adding Value Through PR and Communication Strategy Expertise
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11:10 AM - 12:10 PM
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In 2013, due to OMC’s reliance on government payers, its CEO determined advocacy was key to ongoing success and viability. A small team was developed – an expert in law and HR leader, and a PR and communications professional (both internal personnel) – to advance the organization’s advocacy agenda. The result was a highly competent and successful team (that has since grown), with the requisite knowledge and respective expertise to create stories, shape the narrative and engage target audiences.
Learn how having an understanding of reputation, storytelling and the audience effectively contributes to public policy and advocacy work. |
Speakers:
Bobby Beeman, Communications and Public Affairs Manager, Olympic Medical Center
Jennifer Burkhardt, General Counsel, Chief Human Resources Officer, Olympic Medical Center
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Session Type:
Concurrent Session
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Session Track:
Communications & Public Relations
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Stakeholder Collaboration: Working Across the Aisles in Positioning Service Lines for Growth and Sustainability
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11:10 AM - 12:10 PM
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Health care strategists know change is constant, and staying on top of trends is something we push for with internal stakeholders regularly. But if you're not able to adapt, you can't expect them to. Need new ways to connect across the hospital aisles – moving away from traditional silos and toward internal alliances?
During this session on internal stakeholder collaboration, hear how Einstein Healthcare Network colleagues in planning and business development, marketing and communications, and physician liaison services worked together to create a new data-driven, outcome-oriented process tied to annual goal-setting and contributing to hospital service-line growth and sustainability. |
Speakers:
Leah Sheppard, Associate Vice President, Marketing, Einstein Healthcare Network
Kate O'Rourke, Senior Director, Einstein Healthcare Network
Reshma Stone, AVP, Strategic Planning and Business Development, Einstein Healthcare Network
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Session Type:
Concurrent Session
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Session Track:
Cross-Functional Topics
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A Game Plan for Increasing Patient Portal Enrollment
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11:10 AM - 12:10 PM
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| Patient portals are primary tools for patient engagement, but only if patients enroll and use them. It takes more than marketing and promotion to increase enrollment, it takes broad culture change. In this session we will reveal how departments and stakeholders came together at Vanderbilt University Medical Center to increase portal enrollment by more than 30% this year. |
Speakers:
Trent Rosenbloom, Vice Chair, Department of Biomedical Informatics, Vanderbilt University Medical Center
Terrell Smith, Sr. Director of Patient and Family Engagement, Vanderbilt University Medical Center
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Session Type:
Concurrent Session
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Session Track:
Marketing & Digital Engagement
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Intent Marketing: Health Care Strategy in the New Age of Patient Discovery
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11:10 AM - 12:10 PM
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Search today has little to do with branding and push marketing – it’s all about patient intent. Although health systems push out brand messaging, patients aren’t finding information related to brand. They are searching for doctors, conditions, specialties, insurance and convenience. This search happens across today’s digital ecosystem of maps, apps, search engines, voice assistants and intelligent services.
As a result of new patient search behavior, the role of a health care marketer is rapidly changing. How do you shift from push marketing to intent marketing? How can you capture intent across today’s digital ecosystem? |
Speakers:
Carrie Liken, Head of Industry, Healthcare, Yext
Sarah Bouldin, Manager, Digital Access & Engagement, LifePoint Health
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Session Type:
Concurrent Session
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Session Track:
Marketing & Digital Engagement
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Social Media and Physician Reputation Scores in the U.S. News & World Report Hospital Rankings
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11:10 AM - 12:10 PM
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Hospitals have a clear incentive to enable their clinicians’ safe and responsible use of social media, as Mayo Clinic has done through its Social Media Residency program. According to W2O Group’s 2018 Social Oncology Report, of the 54 metrics tested for correlation with physician reputation scores in the U.S. News & World Report Hospital Rankings, the metric with strongest positive correlation to physician reputation score (.478) and strong statistical significance (p=.059) was percentage of doctors on Twitter. Other social media metrics are correlated with physician reputation scores, especially those related to online engagement between the institution and its clinicians. |
Speakers:
Greg Matthews, Founder & CEO, HealthQuant
Lee Aase, Communications Director, The Mayo Clinic
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Session Type:
Concurrent Session
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Session Track:
Marketing & Digital Engagement
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Total Transformation: How Arkansas Children's Rebuilt Marketing for Growth
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11:10 AM - 12:10 PM
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Driven by the evolution from a hospital-centric organization to a statewide system of care for children, Arkansas Children's leadership mandate was to establish a marketing function that would support the system growth. In response, marketing at Arkansas Children's has gone through a radical redesign, its focus transforming from marketing communications to strategic marketing, creating impact for Arkansas Children's. |
Speakers:
Carla Bryant, Executive Vice President, Corrigan Consulting
Jeff House, Vice President Strategic Marketing, Arkansas Children's
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Session Type:
Concurrent Session
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Session Track:
Marketing & Digital Engagement
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Pairing the Right Questions With the Right Data: Effectively Leverage Data for Maximum Insights
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11:10 AM - 12:10 PM
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Are you asking the wrong question of the right data; or the right question of the wrong data? Most health care strategic planners understand the value of using data for informed decision-making, but many don’t know how to effectively use data – or when to acquire new data – to find the answers they need.
While there is no “magic bullet” when it comes to data – no dataset holds all the answers – the right data paired with the right question can lead to powerful insights. In this session, Houston Methodist and Stratasan will equip attendees to properly leverage data to create insightful growth strategies. |
Speakers:
Lee Ann Lambdin, Senior Vice President Healthcare Strategy, Stratasan
Oluwabukola Omotade, MHA, Project Manager to President & CEO of Houston Methodist Global Services, Houston Methodist Global Healthcare Services
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Session Type:
Concurrent Session
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Session Track:
Strategic Planning & Business Development
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Strategy Driven Prioritization and Initiative Assessment
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11:10 AM - 12:10 PM
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This session will explore using standardized decision support to evaluate and prioritize organization efforts using a strategy-driven approach. This method uses normalized value assessment that measures financial and non-financial value, risk, complexity and impact to the organization. It includes the use of balanced alignment of core product line, service, vertical, regional and functional aspects of the organization. The approach can be used for strategic initiatives, capital planning, innovation, and long-range financial planning. It addresses off-cycle event and opportunity assessment which can otherwise disrupt organizations negatively. Attendees will receive templates. |
Speakers:
Craig Cunningham, CEO, OntoReason LLC
Joe Kessler, Chief Financial Officer, Medically Home Group
Eric Schripsema, CTO, OntoReason LLC
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Session Type:
Concurrent Session
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Session Track:
Strategic Planning & Business Development
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Future Signals: The 10 Out-of-Sector Innovations You Need to Know About
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1:50 PM - 2:50 PM
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The outside-in approach is core to the innovation strategy methodology. It helps broaden our thinking beyond the expected or commonplace, enabling us to ask the transformational questions that get us to truly innovative answers. In this session, we’ll brief you on disruptive out-of-sector innovations and consumer trends – sourced from tech, retail, hospitality and beyond – with the greatest potential impact on the health care industry. We’ll cover new entrants who are already approaching the industry differently, and discuss strategies for you could apply these innovations and trends to unlock new value for your organization.
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Speakers:
Kristen Plunkett, Senior Consultant, Farenheit 212
Adam Rubin, Associate Partner, Head of Idea Development, Farenheit 212
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Session Type:
Concurrent Session
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Session Track:
Cross-Functional Topics
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The Big Fish Experience: Create Memorable Presentations That Reel in Your Audience
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1:50 PM - 2:50 PM
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The success of every idea depends on the strength of how it’s presented. We’ve all had that one “big idea” – that passion project we’ve worked through the night and into the morning. Everyone has felt the drive that comes with it, and the desire to see it come to life. However, the next groundbreaking idea can’t be ignored just because it was presented badly. That’s why, in this interactive presentation, Kenny Nguyen of ThreeSixtyEight will teach you how to master the presentation process that has helped some of the largest brands in the world wow their audience. |
Speaker:
Kenny Nguyen, CEO/Co-Founder, ThreeSixtyEight
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Session Type:
Concurrent Session
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Session Track:
Career & Leadership Development
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Stop Arguing: Use Consensus to Build More Trust, Better Results
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1:50 PM - 2:50 PM
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Every marketer laments about the doctor who demands his face on a billboard or the service-line vice president who wants a unique web site. Unfortunately, the requests often don’t align to best practices or organizational priorities, and the temptation is to argue for what we “know” is right. Instead, emotional intelligence can build a path toward consensus around sensible plans. By working to build consensus around any given challenge, we help to create understanding for ourselves, build trust with our colleagues, and deliver strategic results for our organizations. |
Speakers:
William Mulligan, Senior Director, Marketing, WellSpan Health
Jane Owsiak, Regional Director, Marketing Communications, WellSpan Health
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Session Type:
Concurrent Session
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Session Track:
Career & Leadership Development
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Creating an Army of Physician Champions: Recruiting and Empowering Physicians to Be Your Best Brand Advocates
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1:50 PM - 2:50 PM
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In a time when people question media and organizations, they trust their doctor. Creating physician advocates and getting those physicians to use social channels is an important element of communication in the social/digital age. Encouraging doctors to engage in the social space is vital to sharing your organization's story – especially in times of crisis. But many frontline physicians are busy and skeptical of social channels (e.g. HIPAA). Attendees of this session will learn how to create those advocates, empower them and nurture them to create an army of physician brand champions. |
Speaker:
Claire Simmons, Corporate Communications Senior Manager, Atrium Health
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Session Type:
Concurrent Session
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Session Track:
Communications & Public Relations
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Diary of an Innovation Team: Victories, Stumbles, and Lessons Learned
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1:50 PM - 2:50 PM
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“Innovation” means different things to different people, and if that word is in your job description, it can be a predicament. Take a peek behind the curtain of Banner Health’s innovation team to learn how they created their own definitions, and endured more than a few failures. |
Speakers:
Russell Maloney, Director, Consumer Insights, Banner Health
Mark Jannone, Sr. Director, Ambulatory Innovation, Banner Health
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Session Type:
Concurrent Session
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Session Track:
Cross-Functional Topics
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Convenience Is Caring: How Digital Experiences Can Deliver on the Promises of Systemness
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1:50 PM - 2:50 PM
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While many systems have spent a great deal of time and money building strong master brands, the average consumer still doesn’t have a firm grasp on how systems are beneficial in the first place. Beyond marketing and advertising, the promises of health care brands aren’t experienced in the majority of interactions. Learn how Northwell Health used research insights to develop a digital consumer experience strategy that integrates software, hardware, inputs and outputs to deliver easy and convenient health care interactions, paving the way for deeper connections with consumers. |
Speakers:
Emily Kagan Trenchard, Vice President of Digital & Innovations Strategy, Northwell Health
Dave Middendorf, Director, Strategy and Insights, Monigle
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Session Type:
Concurrent Session
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Session Track:
Marketing & Digital Engagement
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Driving OB Growth and Retaining Pediatric Volume: Targeting Women “At Every Stage”
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1:50 PM - 2:50 PM
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As one of the largest birthing hospitals in the state of Louisiana, Touro was looking not only to acquire new OB/GYN patients but to increase patients’ loyalty and nurture them to other service lines within the hospital. Touro’s sister hospital, Children’s Hospital of New Orleans, is known for advanced pediatric specialty care, but their pediatric primary care clinics have struggled to retain patients born within their health system. With a goal of acquisition, retention and network integrity, the two hospitals launched an integrated strategic marketing campaign to communicate with women at three distinct stages – as young women, through pregnancy, and as new moms. |
Speakers:
Jessica Muntz, Director of Marketing and Communications, Touro Infirmary
Kristen Robinson, Director, Marketing and Communications, Children's Hospital New Orleans
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Session Type:
Concurrent Session
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Session Track:
Marketing & Digital Engagement
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Is Your Contact Center Making or Breaking Your Brand Promise?
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1:50 PM - 2:50 PM
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AMITA Health, the largest health care system in Illinois, sought to connect its brand promise, “In Sickness and in Health,” to its contact center experience, typically one of the biggest patient pain points in the health care industry. Learn how AMITA Health used methodologies grounded in the social sciences to develop a contact center promise from their brand’s value proposition and establish guiding principles for executing service to better meet patient needs. |
Speakers:
Deborah Wachtel, Associate Vice President Marketing, AMITA Health
Kristen Bishop, Associate Director, Brandtrust
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Session Type:
Concurrent Session
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Session Track:
Marketing & Digital Engagement
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Can a Blackberry Become a Smartphone? An Engineer's View on Facility Growth
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1:50 PM - 2:50 PM
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The built environment is like a Blackberry serving certain functions that in its time were very important and did the job well. However, when smartphones came along, they differed from the Blackberry in their “platform” for offering many types of functions, some of which still haven’t been thought of.
Similarly, applied analytics come into play to define the platform and give a basis for the highest and best use of the built environment. An understanding of what you have then leads to creative thinking of what could be, which then moves to capital renewal to give form to the creativity. |
Speakers:
Dana Swenson, Senior Vice President & Chief Facilities, UMass Memorial Health Care, Inc.
Mark Kenneday, Director of Market Strategy and Business Development - Healthcare, Sightlines, a Gordian Company
Spencer Moore, VP and Chief Facilities Officer, University of Texas M.D. Anderson Cancer Center
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Session Type:
Concurrent Session
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Session Track:
Strategic Planning & Business Development
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Engaging Millennials in Their Health Care
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1:50 PM - 2:50 PM
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With millennials overtaking boomers as the largest population segment, preferences in modality of health care and communications with medical professionals will drive new delivery and engagement models. We’ll show how expectations of convenience care and limited loyalty to one provider can be opportunities for differentiation.
Embracing new strategies to engage millennials in health care reflects an understanding of millennial values. We’ll explore how millennials value community and where overlapping motivations exist among a population with diverse beliefs and lifestyles. We’ll share examples in which on-demand scheduling, virtual visits and urgent care have resulted in driving new usage and engagement. |
Speakers:
Julia Brady, Senior Vice President, BVK
Amy Ferguson, Assistant Vice President, Integrated Marketing and Corporate Communications, NorthShore University HealthSystem
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Session Type:
Concurrent Session
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Session Track:
Cross-Functional Topics
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How to Lead and Influence: Making Gender Character Traits Work for You
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8:30 AM - 9:30 AM
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Studies have shown that many of the ideal characteristics exhibited by the best leaders happen to be character traits historically considered feminine – empathy, vulnerability, humility, etc. Inspired by “Between Venus and Mars: 7 Traits of True Leaders,” and “The Athena Doctrine,” this presentation will highlight women and men in leadership roles who use largely feminine traits and why that makes them successful leaders. |
Speakers:
Abigail Clary, Principal, Director of Health Practice, Cannon Design
Victoria Navarro, Regional Director of Planning, Design & Construction, Advocate Aurora Health
Brandy Olsen, Director of Organizational Design and Change, The Estee Lauder Companies
Rosanna Morris, Chief Operating Officer, University of Texas MD Anderson Cancer Center
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Session Type:
Concurrent Session
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Session Track:
Career & Leadership Development
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Internal Is Also External: Aligning Crisis Communications for Employees, Stakeholders and Media Across a Multi-Hospital Health System
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8:30 AM - 9:30 AM
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Northwestern Medicine is a nationally recognized health system with 30,000 employees and 4,000 physicians providing world-class care at 10 hospitals and more than 200 locations throughout Chicago, the suburbs and northern Illinois. In a single year, its communications team was challenged to communicate the evacuation of one of its hospitals due to flooding and an armed intruder event in which a nurse was taken hostage. Our aligned internal and external communications staffing structure and response process helped us effectively communicate both events internally across the system and message key stakeholders while managing national media response. |
Speakers:
Heather Cunningham, Director, Communications, Northwestern Medicine
Christopher King, Director, Media Relations & Communications, Northwestern Medicine Lake Forest Hospital
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Session Type:
Concurrent Session
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Session Track:
Communications & Public Relations
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Population Health Defined and Explored
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8:30 AM - 9:30 AM
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For some health systems, the concept of population health is an enigma, for others it is standard operating procedure. But for most, it is a function managed by community health on one end of the spectrum and chronic disease case managers on the other. So where does strategy, marketing and communications fit into the emerging population health world? In this working session, we will strive to answer that very question by exploring and defining important issues such as:
• The perceptions and reality of population health in the healthcare industry today
• The needs related to population health
• The role of strategy, marketing and communications in population health initiatives
• The barriers that prevent organizations from engaging in population health initiatives
• What we think the future of population health activation will look like
• How strategy professionals assume a leadership role in planning for population health |
Speaker:
Susan Dubuque, Principal, NDP Agency
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Session Type:
Concurrent Session
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Session Track:
Cross-Functional Topics
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Voices Behind the Data
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8:30 AM - 9:30 AM
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Health care is more and more a numbers-driven industry. From multiple CAPHS to reimbursement based on performance to national percentile rankings. While data is important to ensure performance, it is essential that organizations do not lose sight of the true human encounters that formulate impressions. This session will present specific health care customer experience data, focused on both traditional survey methods and person-on-the street interviews just prior to the conference. The voices behind the data will come from customers talking about their real-life experiences. Words and emotions from consumers, overlaid with themes from surveys, makes the data come alive. |
Speakers:
Kevin Stranberg, Director of Strategy and Public Experience, Memorial Medical Center of Ashland
Marsha Hystead, Senior Vp/senior Creative Dr, Hailey Sault
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Session Type:
Concurrent Session
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Session Track:
Cross-Functional Topics
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Carpe Datum - Using Web Analytics and Consumer Research to Shape Your Digital Strategy
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8:30 AM - 9:30 AM
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Google Analytics offers great data and insights helping marketers understand consumer behavior, demonstrate success to leadership, and unlock opportunities for growth. However, most marketing teams lack the expertise or time required to make the most of web analytics tools and the wealth of data they provide.
Lurie Children’s Hospital (with their partner Modea) will present how they used web analytics and targeted user testing to inform their digital road map and prioritize work for the web. They will communicate the process, insights and results. Every attendee will leave with tangible next steps they can take to gain similar insights. |
Speakers:
Christopher Riegger, Chief Operating Officer, Modea
Kyle Anderson, Director of Digital Programs, Ann & Robert H. Lurie Children's Hospital of Chicago
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Session Type:
Concurrent Session
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Session Track:
Marketing & Digital Engagement
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Employer Branding: How Health Care Marketers Support Winning Recruitment Strategies in Competitive Job Markets
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8:30 AM - 9:30 AM
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A strong economy, a tight job market and a talent shortage have health care organizations scrambling to fill vacant positions. While organizations promote great pay and benefits, 74% of job seekers are more likely to apply for a job if the employer actively manages its “employer brand.”
Today, an organization’s marketing team has a new role not only in marketing their patient-facing brand but in creating a job applicant-facing brand as well. Learn how an employer brand impacts recruiting success, how to define an employer brand while collaborating with an HR team, and tactics for marketing that brand to job applicants. |
Speakers:
Ken Ungar, President, CHARGE
Elizabeth Stahl, Director of People, Fairbanks Hospital, Inc.
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Session Type:
Concurrent Session
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Session Track:
Marketing & Digital Engagement
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The Power of Social Media on Brand Equity and Patient Experience
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8:30 AM - 9:30 AM
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Health care marketers must learn to harness the power of the increasingly influential voice of the patient in order to strengthen brand and drive patient acquisition. In this session, we will introduce the latest in digital consumer research, identifying where consumers search for information and how they navigate patient reviews to choose a provider. Learn how Intermountain Healthcare is using patient experience surveys, in-person rounding and social media sites to harvest the patient voice. Intermountain uses appreciative inquiry to support its physicians with positive patient feedback that increases their engagement and drives the delivery of safe, high quality, patient-centered care. |
Speakers:
Aaron Clifford, SVP of Marketing, Binary Fountain
Anne Pendo, Senior Medical Director, Experience of Caring, Intermountain Healthcare
Chrissy Daniels, Partner, Medical Practice and Consumerism Solutions, Press Ganey Associates
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Session Type:
Concurrent Session
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Session Track:
Marketing & Digital Engagement
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Strategic Realities: Achieving Scale Through Regional Mergers
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8:30 AM - 9:30 AM
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As health system consolidation continues across the country, leaders are faced with the challenge of what comes next. Just like in our personal lives, the success of a marriage is not defined by the transaction itself (a successful wedding ceremony), but the groundwork that comes before and the shared vision that is created to unite two separate parties. Realizing the synergies of a larger organization are difficult, but with the right focus you can set yourself up for success.
If you are in the middle of a merger, acquisition, or strategic partnership and are wondering how you will reap the benefits of a new organization, this session will review the key frameworks Navicent Health used to evaluate their newest partnership, and how achieving scale starts with the initial plan.
|
Speakers:
Alison Wishnick, Vice President, Client Relations, Sg2
Sarah Bacik, Chief Strategy & Business Development Officer, MUSC
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Session Type:
Concurrent Session
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Session Track:
Strategic Planning & Business Development
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Through the Eyes of Millennials: Reshaping Health Care’s Future
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8:30 AM - 9:30 AM
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The future is all about the battle for health care’s “front door,” and millennials are knocking hard. Now the largest U.S. population segment, millennials are driving change in numerous industries, including health care. In a world of instant messaging, same-day delivery and constant access, millennial consumers have high expectations of quality, convenience and cost. New research illustrates how those expectations affect health care.
Children’s hospitals are on the front lines, as millennial parents manifest clear care-delivery expectations for their children and for themselves going forward. Drawn from extensive proprietary research, this session reveals what providers must do to win the next generation. |
Speakers:
Paul Crnkovich, Managing Director, Kaufman Hall
Dan Clarin, Senior Vice President, Kaufman, Hall & Associates, LLC
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Session Type:
Concurrent Session
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Session Track:
Strategic Planning & Business Development
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Case Studies on How to Align Teams to be Future-Ready
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9:45 AM - 10:45 AM
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Learn how marketing and planning teams have examined the forces shaping the future of health care to position their teams for success. Hear how Mary Washington Healthcare redesigned their existing Marketing team to build on team strengths, expand team goals and better align with organizational priorities. Hear how Kaiser Permanente leveraged key future imperatives to make rapid progress on organization-wide initiatives. This session shows how health systems have realigned their teams to be future-ready, updating team structures and responsibilities and ensuring that team members have the skills and attributes necessary for success. Learning objective one: Understand how to prepare teams to meet the new imperatives for health care Learning objective two: Identify team strengths and gaps (such as those found in SHSMD’s Bridging Worlds), and prioritize development needs Learning objective three: Learn ways to expand team competencies to better align with strategic imperatives |
Speakers:
Michael Joyce, System Designer, Office of Transformation, Kaiser Permanente
Lisa Henry, Director of Corporate Marketing and Communications, Mary Washington Healthcare
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Session Type:
Concurrent Session
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Session Track:
Career & Leadership Development
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Turning Down the Heat: A Practical Playbook for Hospitals and Health Systems Looking to Tackle Burnout and Improve Well Being
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9:45 AM - 10:45 AM
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| Burned out on burnout? This pervasive cultural disease can infect groups and challenge the best and most committed teams. As the pace of change in health care continues to accelerate, how do we pause and understand how, as an organization we can best protect ourselves from burnout? Join this session to hear practical lessons from the field on how organizations are working with their teams to identify the causes and turn down the heat on burnout. |
Speaker:
Elisa Arespacochaga, Vice President, Physician Alliance, American Hospital Association
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Session Type:
Concurrent Session
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Session Track:
Career & Leadership Development
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Stories vs Status-Tame the Confusion and Better Resource Your Work
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9:45 AM - 10:45 AM
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There is almost universal confusion around the difference between internal communication and project management communication. This misperception can create waste, ineffective resourcing and dissatisfied stakeholders. Taming this confusion is more important than ever as health systems are growing in size and complexity due to mergers and acquisitions, projects mushrooming and stakeholder expectation of compelling storytelling and initiative implementation. Both internal and project management communication are critical. Learn how to resource, structure and execute effective communication. |
Speakers:
Megan Torres, VP, Corporate Marketing, Accolade
Tammy Graves, Healthcare Principal Consultant, Point B
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Session Type:
Concurrent Session
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Session Track:
Communications & Public Relations
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Focused Story Initiative: Innovation in Digital Strategy
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9:45 AM - 10:45 AM
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| Learn from SHSMD members who have successfully implemented innovations in digital strategy at their hospitals or health systems. Innovations in digital strategies have been achieved in such areas as customization and personalization, network utilization and management, data collection and analysis, referral management and in-network retention, collaboration with community partners and increasing access to health care. |
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Session Type:
Concurrent Session
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Session Track:
Cross-Functional Topics
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Mind the Gap: Building Bridges Between Policymakers, Providers, and Communities in the Shift to Value
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9:45 AM - 10:45 AM
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| The shift to value-based care (VBC) payment models is accelerating across Medicare, Medicaid and commercial sectors. CMS is demonstrating a sustained push. The Health Care Transformation Task Force (HCTTF) has 50%+ value-based payments. State governments are developing major initiatives. To succeed in the value-based care environment requires development of new care models integrating traditional clinical services with behavioral health and social determinant services including nutrition, housing, transportation, employment, etc. New business models are emerging as hospital systems and social-determinants providers develop comprehensive health services for regional markets. A shake-out is underway and strategists need to bring new tools to their organizations. |
Speakers:
Lawrence Miller, Senior Advisor, Cambridge Management Group
Donna Lynne, SVP/COO, Columbia University Irving Medical Center, CEO of Columbia Doctors, Columbia University
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Session Type:
Concurrent Session
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Session Track:
Cross-Functional Topics
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Building a Successful Physician Email Program to Support Your Multi-Channel Strategy: Behind the Scenes with Johns Hopkins
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9:45 AM - 10:45 AM
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| A case study featuring Johns Hopkins, this session will showcase how email can be used to generate data-driven insights and deliver personalized, physician-focused marketing programs. Johns Hopkins’ multi-channel marketing program will be featured to demonstrate how this academic medical center market leader is leveraging email to build and maintain physician relationships, along with sustaining support for its U.S. News & World Report ranking. |
Speakers:
Jerrad Rickard, Director of Product Management, Email, DMD Marketing
Shannon Ciconte, Senior Director of Interactive Marketing, Johns Hopkins Health System
Therese Lockemy, Director of Internet Marketing and Social Engagement, Johns Hopkins Medicine
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Session Type:
Concurrent Session
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Session Track:
Marketing & Digital Engagement
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Marketing Measurement 101: Everything You Need to Get Your Marketing Metrics Working for You
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9:45 AM - 10:45 AM
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You know you need to do it. But with so much data in so many places throughout your health system, setting up a process for measuring marketing results can be overwhelming. Hear from experts at UC Health and Rasor Marketing Communications about how you can establish a process that includes only the necessary data needed to make marketing spend-and-resource allocation decisions. With the right process in place, you can learn how what you spend in the market influences key indicators, such as consumer preference, in order to optimize your paid, earned and owned media. |
Speakers:
Mimi Rasor, President, Rasor Marketing Communications
Allison Neikirk, Consumer Insights & Marketing Manager, UC Health
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Session Type:
Concurrent Session
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Session Track:
Marketing & Digital Engagement
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The Five Secrets to Unleashing the Power of Word-of-Patient Marketing
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9:45 AM - 10:45 AM
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If the best advertising is the kind money can’t buy, then surely the best advertising for a health care network is the kind that comes straight out of a patient’s mouth. There is truly no greater asset in a hospital’s portfolio than a deeply satisfied patient who has experienced the high-quality care the network provides from start to finish – and who can then authentically attest that the brand’s promise was actually kept. But successfully mobilizing these super influencers is no easy feat. We’ll unlock the five secrets to word-of-patient marketing – from recruitment to content development, social storytelling and beyond. |
Speakers:
Tara Vail, Vice President of Marketing and Communications, Ascension
Gur Tsabar, Executive Vice President for Digital Strategy & Innovation, Ketchum
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Session Type:
Concurrent Session
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Session Track:
Marketing & Digital Engagement
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Clinical Reconfiguration in the Transformation Era: A Successful Case Study
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9:45 AM - 10:45 AM
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| Cone Health embarked upon the clinical reconfiguration of three hospital campuses by applying a progressive approach that had long-reaching strategic implications. This presentation will explore Cone Health’s approach and the transformative results they have realized. Attendees will be taken through the process, from planning and analysis to building consensus among executives, nursing, and physicians to a successful execution of nearly two dozen operational moves of patient units and staff. Components of Cone’s playbook for successful execution will be shared. |
Speakers:
Dawn Carter, President, Ascendient Healthcare Advisors
Anne Macner, Vice President, Reinventing Care, Moses H. Cone Memorial Hospital
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Session Type:
Concurrent Session
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Session Track:
Strategic Planning & Business Development
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Practical Disruption Models and Tools to Enhance Your Health Care Strategy, Create Innovative Ambulatory Delivery Models, and Segment the Market
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9:45 AM - 10:45 AM
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| This session will focus on practical, proven case studies that can be employed to disrupt your local market competition and prepare your organization for outside entrants across your health care platform. You will review disruption strategies that grow share, differentiate your services, increase efficiencies, and improve care quality and patient access to care. |
Speakers:
Craig Ahrens, Managing Director, Ankura
Gaurov Dayal, President, New Markets and Chief Growth Officer, Chenmed
Ethan Franklin, Senior Managing Director, Ankura Consulting
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Session Type:
Concurrent Session
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Session Track:
Strategic Planning & Business Development
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