Communication Strategies Sessions, August 18-20, 2020

Content Marketing Lessons from Cleveland Clinic

Always a leader in healthcare content delivery, the team at Cleveland Clinic has produced some of its best work during the COVID-19 pandemic. Learn how a focus on being useful, helpful, and relevant drove the creation of content to educate and inform the community, staff, and physicians while also building trust and calming fears. Examine approaches to governance, collaboration, and communication between teams during a time of rapid production (7 articles per day at one point!), all while working remotely.

Amanda Todorovich, Senior Director of Enterprise Digital Content, Cleveland Clinic (Cleveland, OH)

Communication Through a Pandemic

As COVID-19 spread through the population at unprecedented speed, healthcare organizations were hit with significant clinical, operational, and communications challenges. Hear how Hackensack Meridian Health mastered communications through daily communications with the Board, team members, and physicians; weekly webinars and town halls with 3000 people (open to questions and conducted virtually); crisis management; local and national PR; and more.

Jim Blazar, EVP, Chief Strategy Officer and

Michael McCauley, Vice President, Communications, Hackensack Meridian Health (Edison, NJ)

Future-Proof Your Brand

How do you transform a brand that enjoys a strong national reputation, but locally was flat and ill-defined, while facing increased competition from provider, payer, and retail pharmacy competitors? Get a behind-the-scenes look at Geisinger’s brand transformation from the inside and out. Examine the challenges and benefits of having a cohesive and future-ready brand in this age of rapid industry change. Assess how future-ready your brand is and how it compares with others.

Don Stanziano, Chief Marketing & Communications Officer, Geisinger (Danville, PA)

Simon Hill, President, North America, Future Brand

Crisis Management: 10 Tips for Leading Your Organization Through the Pandemic Crisis

So you thought you had managed every type of crisis, and then COVID came along! Take home 10 great tips for guiding your organization through the continuing pandemic crisis that will apply to all crises, including how to incorporate research, deliver messages for maximum impact, and manage reputation recovery. Learn how to optimize the use of traditional communication channels and social

Michael Knecht, SVP, Strategic Marketing & Communications, RWJBarnabas Health (NJ)

Lisa Schiller, Chief Communications & Marketing Officer, UNC Health Care (Chapel Hill, NC)

Susan Alcorn, (Facilitator), Strategic Counselor, Alcorn Strategic Communications & Jarrad Phillips Cate & Hancock

Employee Engagement: INTERNAL Stakeholders are the Face of Your Credibility

Employees can also be your best “personal marketing representatives” IF they are engaged. Examine an integrated engagement program, created collaboratively by PR and marketing. Hear how the program’s strategies turned around negative employee attitudes AND can help sustain or if needed, reframe a corporate culture that is responsive to the needs of diverse internal and external audiences.

Steve Campbell, VP, Marketing & Communications, University of Texas Medical Branch (Galveston, TX)

Kathleen L. Lewton, Principal, Lewton, Seekins & Trester; Of Counsel, Padilla

The Art of Change: A Leader’s Guide to Major Strategic Change

As hospital leaders steer their organizations through transformation, they must make numerous significant, difficult decisions. Learn how to connect the dots on seemingly disparate issues and changes to help all stakeholders understand the why behind decisions and how they can contribute to the organization’s success.

Rose Glenn, Chief Communications & Marketing Officer, Michigan Medicine (Ann Arbor, MI)

Beth Toal, VP, Communications & Marketing, St. Luke’s Health System (Boise, ID)

Anne Hancock Toomey, Founding Partner, Jarrard Phillips Cate & Hancock