Physician Strategies Summit. The Forum for Healthcare Strategists. Hospital & Physician Relations: An Executive Summit. Leveraging Technology.
 


Webinars
2009 Schedule


Customizing Your Physician Relations Efforts: Niche Solutions Offer Results
Thursday, January 22, 2009
11:30AM – 1:00PM (CST)

Build physician referrals...
In today's competitive world, new referral development techniques are essential for provider organizations looking to stay ahead.  Augmenting traditional physician relations efforts with "niche" approaches is a powerful way to generate new referral sources.  Join Elaine Monico, Director, Network Development, and Margaret Lynch, Outreach Coordinator, Beth Israel Deaconess Medical Center, along with Sarah Miller, Consultant, Barlow/McCarthy, to learn how Beth Israel Deaconess Medical Center generated tangible results from two creative approaches targeting special niche physician groups:

  • A telemarketing campaign with new referring physicians
  • A specialist speakers bureau for community-based physicians

Examine the lessons learned and gain insights from the approach and process.

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Doing More with Less: Integrating Traditional and New Media
Thursday, February 26, 2009
11:30AM – 1:00PM (CST)

By combining the strengths of traditional marketing channels with cost-effective, Internet-based communication tools, healthcare organizations can strengthen connections with consumers, patients, and referring physicians without stretching the marketing budget.  Christine Murray, Director, Business Development & Marketing Services, Medical University of South Carolina (Charleston, SC); Elizabeth Scott , President & CEO, New Maven Marketing; and Robin Snow , Principal, aefinity interactive will examine the latest techniques in analytics and research, search engine marketing, traditional and online media buying, multimedia, online events, social media, and microsite strategies.  Proven examples of how healthcare marketers are successfully integrating new media tools, including social networks, blogs, podcasts, and online videos, into the marketing mix will also be featured. 

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Leveraging the Marketing Mix: Focus on Physicians
Thursday, March 26, 2009
11:30AM – 1:00PM (CDT)

Physicians are a key customer group for hospitals, and a key driver of hospital selection.  And, research indicates that most physicians value marketing support and, if it delivers results, are willing to pay for it.  Yet, hospital marketing activities are often heavily weighted toward consumers.  It's time to rebalance marketing activities to reflect a greater emphasis on physicians.  In this Webinar,  Kriss Barlow, Principal, Barlow/McCarthy, and Alvis Swinney , Senior Vice President, Marketing & Communications, Meridian Health (Neptune, NJ), will discuss how to: move beyond referral development and view physicians as a distribution channel; develop and implement physician-to-physician marketing strategies and tools that offer an immediate impact on practice referrals, patient volume, and mix; set measurable goals for physician marketing programs, and analyze performance against those goals.

Proven approaches from Meridian Health will be featured.

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Web 2.0 and Healthcare: An Interview with Omar Wasow
Wednesday, April 8, 2009
11:30AM – 1:00PM (CDT)

How should healthcare organizations approach Web 2.0?  And, as they experiment with new Web tools, what can they hope to achieve?  What can they learn from the online experiences of other industries?  In this one-of-a-kind, audience-driven interview, Omar Wasow, a leading commentator on the challenges and opportunities of new media, will examine those questions and more.  As the founder of BlackPlanet.com, the weekend technology correspondent for MSNBC, a regular contributor to USA Today, and an advocate for social issues, Mr. Wasow brings a unique perspective to understanding the role of the Internet in healthcare.  Attend this Webinar and explore:

  • Online lessons learned from other industries
  • Lessons from the Obama campaign's use of new media
  • How to measure success with social media
  • The value and etiquette of Facebook, Twitter, LinkedIn, and other social media sites
  • Useful tools and resources

Come prepared with questions!

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Getting More Out of Your Employed Physicians: Performance Improvement Strategies
Tuesday, April 21, 2009
11:30AM – 1:00PM (CDT)

Too often, hospitals lose money on underperforming employed physician practices.  The problem ... many organizations focus on recruitment and acquisition but not on practice operations. Stephen Clarke, Vice President of Business Development, Anne Arundel Medical Center (Annapolis, MD) and Steve Messinger, Principal, ECG Management Consultants, Inc., will examine practical solutions for improving the financial performance of an employed physician network.  Learn how to assess your practice and quantify the financial opportunity for improvement by evaluating physician incentives and compensation, practice operations, revenue cycle and pricing, practice governance and management, IT opportunities, quality initiatives, and more.

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Social Media: Be a Part of the Conversation
Thursday, May 21, 2009
11:30AM – 1:00PM (CDT)

Social media is the newest Web frontier, and it's drawing the attention of marketers both inside and outside of healthcare.  Millions of consumers are flocking to blogs, discussion forums, and social networking sites like Facebook and Twitter each day to share information and experiences.  Whether you're participating in social media conversations or not, there's no denying that they are taking place, and they offer a tremendous opportunity for connecting with your customers.  How can healthcare organizations monitor those conversations, or better yet, become a part of them to better connect with patients, consumers, and physicians?  Join Andy Gradel, Internet Marketing Manager, Cooper University Hospital, and David Bennett , Senior Vice President of Electronic Solutions, StayWell Custom Communications, in this primer for healthcare marketers, where you'll learn how to develop a strategy for connecting with the online communities that matter most to your organization.  Hear:

  • The basics for getting started with Twitter, Facebook, and YouTube
  • Practical examples of how healthcare organizatons are using and adapting to social media
  • Case profiles of successful hospital marketing campaigns that employed social media tools, and their outcomes

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Proving the Value of New Internet Investments
Thursday, May 28, 2009
11:30AM – 1:00PM (CDT)

Despite today's challenges, some Web departments in healthcare are getting more resources while other marketing budgets are being cut.  It's all about showing the value of online investments, and documenting the cost-effectiveness and results.  Neal Linkon, Senior Vice President, and Mike Schneider, Executive Vice President, Greystone.Net, will share examples and best practices from leading healthcare organizations on how they are showing progress, business value, and ROI for their online strategies.  Learn the keys to proving value ... in this environment, it's a must.

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Mapping Your Medical Staff: The Key to Powerful Physician Strategies
Thursday, June 18, 2009
11:30AM – 1:00PM (CDT)

Traditional medical staff development planning is no longer enough for building a strong physician staff and growing the healthcare organization.  Today, organizational success demands a detailed understanding of the physician staff, including the unique needs, concerns, and aspirations of each medical staff segment.  Attend this webinar and learn how to:

  • Segment your medical staff based on different categories of needs, including lifestyle, financial, and status
  • Use a segment map to enhance the entire range of physician relationships
  • Develop practical strategies for working with different physician groups

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Building a Powerful Healthcare Brand: Engaging Employees
Thursday, July 23, 2009
11:30AM – 1:00PM (CDT) 

Employees are a critical factor in building a sustainable and successful brand.  With the right education and motivation, employees can become your brand ambassadors, delivering on core values at every touch point, and driving employee as well as customer satisfaction.  In this Webinar, Lynne Field, Managing Director, Strategy and Engagement, Monigle Associates, and Teresa Murphy , Vice President, Marketing and Communications, Fletcher Allen Health Care (Burlington, VT), will explain the benefits of employee brand engagement, especially in today's challenging economic environment, and the essentials for developing a strong, brand-centric internal culture.  Participants will also learn:
  • How Fletcher Allen Health Care, Vermont's Academic Medical Center, uses the patient experience-informed by in-depth Immersion research-as the cornerstone for operationalizing employees' consistent delivery of the brand promise
  • The keys to engaging each and every internal stakeholder-from staff, to nurses, to physicians, to volunteers-in living the brand promise
  • The pitfalls that prevent many employee brand engagement programs from achieving their objectives, and how to avoid them

Proven results will be shared.

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Marketing the Employed Physician Practice
Thursday, November 19, 2009
11:30AM – 1:00PM (CST) 

As more hospitals employ physicians, a new responsibilty has been added to the marketer's list ... marketing employed physician practices.  Great marketers make it happen, but nothing contributes to success more than framing the right approach upfront, and knowing the pitfalls before they arise.  Teri Cardenas, Sr. System Director, Strategic Marketing & Communications, CHRISTUS Health; Carol Fellin Hemker, Director, Physician Services & Marketing, Christian Hospital/BJC; and Kriss Barlow , Principal, Barlow/McCarthy, will offer practical, time-tested solutions to streamline the practice marketing process, maximize your marketing efforts, and get the practice the visibility needed for growth.  Attend this program and exlpore:
  • key communication tools (Web-based and traditional) and advertising venues
  • the marketer's role in supporting practice staff and messaging
  • obtaining organizational and physician buy-in
  • how approaches differ for new vs. established practices

Proven case studies will be shared.

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Disruptive Innovation: Challenging the Status Quo
Wednesday, December 2, 2009
2:30PM – 4:00PM (CST) 

Innovations tend to follow two routes: either they are assimilated into the status quo, or they fade away because they lack a sustainable business case.  But disruptive innovations veer off the beaten path, with a sticking power that has the potential to change the way services are sought out and delivered.  In this Webinar, Paul H. Keckley, PhD , Executive Director of the Deloitte Center for Health Solutions, will examine key disruptive trends in healthcare, including:
  • retail clinics
  • medical tourism
  • patient-centered medical homes
  • technology-enabled self-care.

Be one of the first to hear the results of new research on consumer receptivity to these innovations, current and projected growth trends, sustainability, and the impact on the global healthcare system.

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QUESTIONS?

Many of you may already be familiar with Webinar technology, but for those who are not, the informational document below will help you navigate through your first Webinar:

Download Quick Reference Guide    

If you have any other questions about Forum Webinars, please contact Jennifer Pense  ,
312-440-9080, ext. 23, or jpense@healthcarestrategy.com.


We look forward to your participation in these valuable new educational forums!