Tuesday, March 19, 11:30am - 12:30pm CST
Unlocking the Power of First-Party Data: Mastering Patient Acquisition, Engagement & Retention in Healthcare Marketing
Today’s healthcare marketers understand the importance of putting privacy first. In doing so, they are focusing on first-party data collection, which unlocks new tactics at every step of the patient journey, all while complying with HIPAA guidelines.
Join Ray Mina, VP of Marketing at Freshpaint, to explore the critical role of first-party data in maintaining HIPAA compliance, controlling data sources, and preventing unauthorized sharing with third parties like Google or Meta. You’ll learn:
• The benefits of first-party data, including its ability to enhance patient experiences without compromising protected health information
• Practical strategies for collecting first-party data, including essential steps and tools such as Healthcare Privacy Platforms, Analytics, CRM, and Warehousing
• How to scrub your website of unauthorized third-party tracking tools
Recorded on Thursday, February 8, 2024
Humanizing Content: Leveraging Segmentation to Deliver Personalized Communications
The next generation of consumers is reshaping expectations for their health, care, and wellness. The result … a shift in communications with a focus on personalized content delivery. Join Chrisie Scott, SVP & Chief Marketing Officer, Virtua Health; Ryan Younger, VP, Marketing, Virtua Health; and Grant Mason, Executive Director, Behavioral Insights, Monigle, to explore how segmenting individuals based on their specific needs, preferences, and challenges can foster a more personalized approach.
While attitudinal segmentations often face implementation challenges, this webinar will showcase how Virtua Health used advanced analytics to successfully connect these segments to an entire patient database, enabling the delivery of targeted content with impactful and measurable results. Examine:
- What’s driving the growing need for customized content, and the seven segments of healthcare consumers—who they are; what matters to them; and their healthcare challenges, characteristics, and preferences
- The process used to fuse attitudinal segments to an actual patient dataset
- How Virtua Health socialized and activated the segmentation to create personalized content that meets the varying needs of each segment and deliver new levels of engagement
Recorded on Wednesday, November 15, 2023
Healthier Marketing Strategies: Driving Acquisition & Conversion with Data-Driven Marketing
Booking appointments. Browsing services. Searching for providers. Patients and consumers are increasingly looking to address healthcare needs online, and to do so quickly and easily.
At the same time, privacy and HIPAA compliance remain a top priority. This adds complexity for healthcare teams looking to create frictionless digital experiences that keep pace with user expectations.
In this webinar, Adam Graves, Senior Director, Marketing Measurement, Analytics & Insights, Memorial Sloan Kettering Cancer Center; Richard Briddock, SVP of Strategy & Analytics, Cardinal Digital Marketing; and Aaron Brox, Director of Solutions Engineering, Heap discussed how to leverage behavioral data to engage patients at each step of their journey to find care, while managing data governance and maintaining compliance.
Recorded on Tuesday, October 3, 2023
More Than a Billboard: What You Need to Know About Today's Patient Experience
For healthcare consumers, there’s nothing scarier than a health crisis that affects a loved one. For the caregivers, the next steps are often clouded by fear and confusion. Even for those who work within the healthcare system, navigating care can seem daunting.
In this webinar, you’ll hear from two seasoned healthcare executives who learned how clear content and a strong community can help light the way. Ahava Leibtag, with 20 years of healthcare content marketing experience, saw firsthand how important content is when navigating her daughter’s health crisis. And, Dean Browell’s experience in social listening and behavior guided him to communities for support as he lived the caregiver’s experience with his daughter.
Watch now to hear their personal experiences, along with practical ways to help caregivers navigate their new realities.
Recorded on Tuesday, July 18, 2023
The Power of Predictive Data: How MetroHealth Achieved 70:1 ROI
Growth for health systems is not easy, and the shift to advancing technologies is making it even harder. While growth can come from many different angles—including new service line offerings, improved patient outreach, and everything in between—data often plays a crucial role in the success of these initiatives.
Join Aimee Smith, Marketing Director – Service Lines, MetroHealth, Brian Wiszniewski, Marketing Manager, Clinical Services, MetroHealth, and Danny Fell, Senior Strategist, Optum, to examine the power of predictive data. You’ll learn how marketing leaders at MetroHealth realized a 70:1 return on ad spend by leveraging predictive data and consumer insights to analyze their market and reach patients that are likely to need specialty services.
Recorded on Tuesday, July 11, 2023
Improving SEO & Patient Acquisition with a Headless CMS
Nationwide, consumers have a rapidly growing number of healthcare options from which to choose. And, with ever increasing patient expectations, that’s good! But it also presents a challenge for healthcare organizations: how to better understand, and exceed, patient and consumer expectations across their journey.
Flexible technology would be the obvious solution. But the truth is that not all tech stacks are built with a cohesive consumer experience in mind—and providers and payers can’t rely on legacy platforms to get the job done.
Join Matt Klawitter, Senior Digital Access Strategist at Beacon Health, and Carrie Liken, Head of Industry for Healthcare at Yext, to hear how Beacon Health used a technology-first approach to create frictionless experiences for consumers. Instead of relying on monolithic technology, Beacon leaned into the concept of a headless CMS approach to find success in everything from improved SEO to increased appointments. Learn how they connected platforms, content, provider data, and appointment scheduling capabilities to enhance patient experiences, increase satisfaction, and ultimately drive appointments.
Presented on Tuesday, June 20, 2023
Gun Violence...Voices of Experience
Nashville. Uvalde. Tulsa. Highland Park. Buffalo. East coast to West…rural to urban. Red states and blue states. Every day, another headline. Another tragedy.
More communities than ever are being impacted by gun violence, and this, in turn, has a profound impact on local healthcare organizations. As a hospital or health system MarComm executive, how should you deal with grieving communities, distraught staff, and the hordes of media? How can you activate your organization to action…and should you? How, and when, do you engage others in a conversation?
This facilitated conversation featured:
Susan Rios, Marketing & Public Relations Manager, Uvalde Memorial Hospital
Lauren Landwerlin, VP, Strategy, Marketing & Communications, Saint Francis Health System
Sevan Roberts, Senior Director, Corporate Communications, Saint Francis Health System
Dan Schlacter, VP, Health Services, Jarrard Inc.
Susan Alcorn (Moderator), Of Counsel, Jarrard Inc.
Recorded on Wednesday, June 14, 2023
From Insights to Execution: The Ballad Health Approach to Consumer Understanding
In today’s world, the consumer owns the brand. And, as healthcare executives, it is our job to exceed consumer expectations in care delivery. To do that, it is imperative to understand the consumer before the patient journey begins.
Join Molly Luton, Chief Marketing & Communications Officer, Ballad Health, and LIFT Healthcare’s David McDonald, Chief Executive Officer, and Phillip Ritchey, Chief Growth Officer, to explore how Ballad Health approaches consumer understanding, including:
- The Insights: Understanding audience insights through front-end research helps build stronger relationships and, ultimately, grow business. Learn how Ballad Health strives to understand the consumer’s why before defining the how in campaign planning.
- The Strategy: Next comes the how. Examine strategies for gaining buy-in from internal and external stakeholders, and the value of developing key personas, journey maps, and targeted audience building.
- The Execution: And finally … the what … translating learning into action. Hear how to apply an insights-first methodology in an annual marketing cycle and bring your external partners along for the ride.
Recorded on Wednesday, June 7, 2023
Sonic Tonics: Sound Marketing for Healthcare in an Age of Uncertainty
It’s no secret that brands are facing strong economic headwinds. Fortunately, there’s a wealth of data and experience that can help them weather the storm. In this timely webinar, we’ll offer a prescription for your brand health, exploring three “sonic tonics” that can help you not only survive a recession, but thrive on the other side: Use Your Voice, Go Long, and Get Creative.
Join Steve Keller, Sonic Strategy Director, Studio Resonate, and Anna Clement, Director of Healthcare, SXM Media, to examine the importance of audio in helping healthcare brands achieve these goals, and how a well-defined sonic strategy offers a sound advantage, amplifying your brand and maximizing returns on investments.
Recorded on Wednesday, May 24, 2023
The Ultimate Healthcare Brand, Experience, and Culture Playbook
The time is NOW for healthcare organizations to connect in a meaningful way with employees, communities, and patients! In this webinar, Monigle’s Grant Mason, Executive Director, Insights, and Carolyn Bugg, Executive Director, Strategy, share highlights from Humanizing Brand Experience Vol 6, the playbook that unlocks opportunities you can leverage today and tomorrow to drive brand, experience, and culture change in your organization.
Be among the first to:
- Understand key national trends around engagement, trust, loyalty, systemness, selfcare, content, premiumization, and more
- Dig into the top Intellectual, Emotional, Sensorial, and Behavioral drivers of consumer decisions about healthcare
- See the rankings of the top 200+ most human brands
- Examine implications and key takeaways for focusing your efforts for maximum impact
Recorded on Thursday, May 11, 2023
How Healthcare Marketing Leaders are Driving Innovation with Data
In today’s world, healthcare marketing leaders must innovate to remain competitive. Findings from recent State of Marketing research provide insights into just how they are doing that. Join Chelsea Lockhart, System Director, Digital Outreach & CRM, at Bon Secours Mercy Health, and Ben Seyden, Executive Strategist, Healthcare & Life Sciences, at Salesforce, to learn:
♦ how Bon Secours uses data as its secret sauce to meet patients’ high expectations of real-time, personal marketing experiences
♦ which tools and technologies marketers are investing in to support automation, productivity, and real-time intelligence
♦ how to optimize your team structure to efficiently deliver marketing tactics and strategy by moving from batch and blast messaging to personalized patient-centric journeys
Recorded on Wednesday, March 15, 2023
From Insights to Action: Using Journey Mapping to Humanize Experience
Baptist Health, South Florida is a top ten brand according to the annual Humanizing Brand Experience report. But they wanted to do more … they wanted to strengthen and improve the consumer experience for the future. To deeply understand consumers and their perspectives on experience, they turned to expansive journey mapping research. In this webinar, you’ll hear about the focus on five key journeys—emergency room, inpatient, cancer, primary care, and urgent care.
Join Danny “Elf” Elfenbein, AVP, Digital Health + Patient Experience, Baptist Health; Grant Mason, Executive Director, Insights, Monigle; and Zack Bruggeman, Associate Director, Insights, Monigle to examine the highlights of the research, including the touchpoints and key moments that matter along each unique journey. Learn how the data is helping Baptist Health prioritize actions and enhancements across the entire journey to improve experience and elevate brand reputation. Plus, hear how to:
• Uncover what truly drives the functional and emotional aspects of experience
• Focus and prioritize where experience change needs to happen
• Move beyond expected experiences and traditional brand roles to define and design meaningful moments
• Develop best practices for socialization and working across departments to make change happen
Recorded on November 17, 2022
Reimagine Patient Journeys for Better Experiences Across Digital & Human Connections
In the era of personalization and convenience, healthcare organizations must reimagine the entire patient journey, from digital to offline connections. This webinar examines the technology, data, and teams reshaping access to more humanized care.
Join Joanna Laytin, VP of Brand Marketing, University Hospitals, and Jennifer Bassik, Senior Director of Growth Marketing, Invoca, to explore:
• Marketing-led insights that improve patient scheduling and staffing efficiency
• Personalized messaging to meet patients along their journeys
• Creating a data-driven feedback loop to eliminate silos across teams
Recorded on November 2, 2022
Health 1:1 is the Only Way to Reach a Health Consumer: Change My Mind
There’s no doubt that the best and only way to articulate, personalize, and communicate an individual’s precise health status is to talk with that person one-on-one, in every facet and action of their provider relationship. From marketing to access to clinical to population health, a unified 1:1 consumer journey can ONLY be fully realized when data, process, content, and preference come together at the exact moment to deliver the experience consumers expect—one that is comparable to what they experience when they book a hotel room, buy a car, or simply make a dinner reservation.
Why can’t it be that easy in healthcare? Jeff House, VP, Consumer and Insights at Atrium Health, Josh Schlaich, Director of Marketing at University of Utah Health, and Gary Druckenmiller Jr., General Manager, CRM at Innovaccer, examine the challenges, opportunities, and solutions.