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Webinars

Listen. Learn. Imagine.

Benefit from the insights of some of healthcare’s most forward-thinking experts without ever leaving your desk. Sort through the opportunities, challenges, and tactics facing healthcare executives today and examine the essential trends shaping the future of healthcare delivery and financing.

Tuesday, August 8, 11:30am-12:30pm CDT

Crafting a Leading Brand Architecture Strategy

Health system brand architectures often turn into a tangled collection of names, logos, and co-brands over time. Not only does the brand become complex and expensive to manage, consumers find it difficult to understand and navigate the organization’s services and offerings. In this complimentary webinar, sponsored by Monigle, you’ll learn how to move from complexity to clarity and create a cohesive brand architecture for your organization. Join Elizabeth Kistner, Executive Director, Brand Strategy & Consumer Research, Mercy; Kim Vecchio, Director of Brand, UCHealth; and Gunnar Jacobs, Executive Director, Monigle, for a dive into brand architecture’s most critical challenges — such as partnerships, affiliations, physician practices, children’s services, donor naming, and service lines — and get advice to help you:

• Understand the elements of a hard-working, cohesive brand architecture
• Navigate turbulent waters internally and externally
• Elevate brand architecture to align and optimize with business strategy

Learn the keys to navigating internal politics and creating a brand architecture that aligns with your business strategy and communicates clearly to consumers.

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Past Webinars

Marketing’s Revenue Contribution: Proving the Value of Marketing Efforts to the C-Suite

Wednesday, July 19, 2017

Sponsored by:

Healthcare marketers are being held to new levels of accountability in this data-driven and patient-empowered era. As health systems increasingly rely on the marketing department to attract and retain new patients, the C-suite expects marketing to prove the value and return of their spend — from brand awareness to an impact on the bottom line.

In this webinar, Dan Lavelle, Administrator, Marketing, Lehigh Valley Health Network, and Gary Druckenmiller, Vice President, Marketing Practice Lead, Evariant, discussed how to develop and measure the success of marketing programs in more than just likes, shares, click-throughs, and site visits. The webinar featured proven approaches to measurement and examples of actual reports and data that can be shown to the C-suite audience to convey the value of marketing efforts and prove a return on investment.

Reputation Management: From the Marketing Department to the C-Suite

Wednesday, December 14, 2016
Sponsored by:

Online reputation management is about more than managing the organization’s brand or increasing SEO, it also can have a crucial impact on patient experience. Healthcare marketing executives are now sharing online patient feedback with chief medical officers, chief nursing officers, and other clinical leaders, using it as a source of patient experience intelligence and an agent for operational change. In this webinar, marketing executives from Carilion Clinic, AMSURG, and Privia Health share their experiences and advice on using reputation management to drive patient experience improvements.  Learn how Mike Dame, Richard Palumbo, and Kate Slonaker are engaging stakeholders in reputation management and elevating marketing’s visibility in impacting the patient experience.

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Radical Convenience: The Future of Healthcare Delivery

Wednesday, September 28, 2016
11:30AM – 12:30PM (CDT)

For health systems today, accelerating growth begins with radical convenience: anytime/anywhere access to quality care. In this webinar, you’ll hear from two systems — Henry Ford Health System in Detroit and MultiCare Health System in Tacoma, WA — that are providing patients with convenient and affordable access to primary care in ways that go beyond those traditionally offered by healthcare providers. Learn how these organizations are using retail clinics, telehealth, and other innovative strategies to deliver more efficient, effective, and convenient care. Featuring Christi McCarren, SVP, Retail Health and Community-Based Care, MultiCare Health System; Ara Telbelian, Director of Marketing & Brand Management, Henry Ford Health System; and Moderator Kim Athmann King, Founder & President, Strategy Advantage.

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Revitalizing Physician Relations: Hitting Your Stride with Referral Growth

Thursday, July 28, 2016
11:30AM – 12:30PM (CDT)

Odds are you already understand the importance of physician relations, and your day-to-day operations are rolling along. But are your referral gains all they could be? Is your department optimally positioned for growth in an increasingly complex healthcare landscape? In this webinar, sponsored by Marketware, you’ll hear strategies for revitalizing your physician relations function. Marcy Traxler, VP of Business Development for AMITA Health; Susan Boydell, Partner with Barlow/McCarthy; and Moderator Krystal Guerra, VP of Marketing for Marketware, share tips and strategies for analyzing the strengths and weaknesses of your referral program; reconfiguring your program for growth; mastering the challenges of new affiliations; and tracking ROI.

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Three Ps to Increasing Digital Marketing Conversions

Wednesday, April 6, 2016
11:30AM – 12:30PM (CDT)

No matter the method of engagement–web, mobile, email, social, chat, or text–digital marketing strategies should optimize targeting effectiveness while maximizing patient experience. In this webinar, sponsored by Socius Marketing, you’ll hear how Tampa General Hospital leveraged proven consumer marketing principles coupled with emerging technology methods to launch a breakthrough customer engagement solution. Join Rich Phillips, Chief Technology Officer, Tampa General Hospital; Chris Behan, President, Socius Marketing; and Moderator Karen Corrigan, CEO, Corrigan Partners and learn how to implement the three Ps of digital engagement — Patient-centric, Personalized, and Prompt.

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Facebook for Accountable Care Marketing

Thursday, October 22, 2015
11:30AM – 12:30PM (CDT)

Most healthcare marketers understand that social media is a valuable channel for marketing. What they may not realize is that it can also be a valuable tool for changing behaviors and managing patient health. In this webinar, Matt Gove, Chief Consumer Officer, Piedmont Healthcare; Rachel Elam, Market Development Lead, Facebook; Michael Sengbusch, SVP, Product Development, Influence Health; and Moderator Karen Corrigan, CEO, Corrigan Partners examine strategies and case studies that leverage the latest Facebook marketing techniques to not only drive business objectives but also help manage population health.

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Going Mobile: Meeting Audiences Where They Are

Thursday, October 1, 2015
11:30AM – 12:30PM (CDT)

In today’s world, your audiences, both internal and external, increasingly want to be reached on their mobile devices. In this webinar, you’ll hear from two healthcare organizations that get more than 55 percent of their website traffic from mobile devices. Featuring Edward Bennett, Director, Web & Digital Services, University of Maryland Medical Center; Neal Linkon, Director, Digital Engagement, Children’s Hospital of Wisconsin; and Moderator Daniel Fell, President & CEO, Neathawk Dubuque & Packett, the webinar explores how these organizations are improving reach and engagement through mobile apps and strategies.

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What Americans Have to Say About Healthcare

Thursday, January 22, 2015
11:30AM – 12:30PM (CST)

In this webinar, you’ll hear findings from Klein & Partners consumer research on a variety of healthcare topics, as well as expert insights on what those findings mean for your marketing strategy. Rob Klein, Founder & CEO, Klein & Partners; William (Bill) R. Gombeski, Jr., Director of Strategic Marketing, UK HealthCare; and Karen Corrigan, CEO, Corrigan Partners examine key consumer perspectives on the online experience, retail clinics, health and wellness information, and more– as well as the implications for healthcare marketers.

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