Summit
Monday, April 30, 2018
8:30 - 11:30a
Pre-Summit Strategy Sessions
Advance registration is required for the Pre-Summit Strategy sessions, and separate registration fees apply. See Registration Form for details.
PRE-SUMMIT STRATEGY SESSION I
Reimagining Marketing in a Technology-Driven World
As digital technologies continue to advance, the walls between marketing, digital, and IT are disappearing. Prepare for success in a technology-driven world! Learn how to accelerate the transition from “doing digital” to “being digital;” build a digitally-savvy, data intelligent team; and address cultural and structural barriers to change.
James Blazar, Chief Strategy Officer, Hackensack Meridian Health (Hackensack, NJ)
Suzanne Sawyer, Vice President, Chief Marketing Officer, Penn Medicine (Philadelphia, PA)
Paul Szablowski, /Thought leader, obsessed with outcomes, informed optimist
Karen Corrigan (Facilitator), CEO, Corrigan Consulting
PRE-SUMMIT STRATEGY SESSION II
Branding on the Edge: Propelling Your Organization Forward
To keep their brands relevant, brand leaders must now anticipate change and marshal, activate, educate, engage, and inspire both internal and external audiences around the brand. Learn how to drive internal brand engagement and advocacy; employ a holistic, consumer-centric approach to operationalize your brand promise; and apply simulations and forecasting models to unlock your brand’s value.
Mara Lord, VP Communications, Experience, Brand Strategy, Medical College of Wisconsin (Milwaukee, WI)
Manny Rodriguez, Chief Marketing & Experience Officer, UCHealth (Aurora, CO)
Joseph Moscola, SVP & Chief People Officer and
Ramon Soto, Chief Marketing Officer, Northwell Health (New Hyde Park, NY)
Justin Wartell (Facilitator), Managing Director, Monigle
pre-summit strategy session iii
Build Your Skills: Getting Your Content Ready for Voice Activated Search
By 2020, Gartner predicts that 50% of all searches will be voice searches, which means your healthcare content needs to be conversational and voice-ready. Learn how to build skills (apps for voice) and get your content ready for voice search. Hear practical tactics, as well as innovative ways to use voice-activated search as part of marketing strategy.
Stephanie Ayars, Director of Marketing, Products & Services, Mayo Clinic (Rochester, MN)
Nathan David, Digital Marketing Manager, Cleveland Clinic (Cleveland, OH)
Emily Kagan-Trenchard, AVP, Digital Strategy & Innovation, Northwell Health (New Hyde Park, NY)
Ahava Leibtag (Facilitator), President, Aha Media Group
pre-summit strategy session iv
Deep Dive Into Leakage Strategies
Identifying and plugging sources of “leakage” remains a key opportunity for growing volume. Learn how to move beyond traditional approaches and implement new and innovative solutions, including ED leakage and retention strategies, use of data analytics to identify sources and opportunities, and field strategies. Examine approaches for reporting results.
Tricia Anderson, Director, Business Development, Texas Health Resources (Arlington, TX)
Alina Joseph, Physician Outreach Director, Kettering Health Network (Miamisburg, OH)
Susan Boydell (Facilitator), Partner, Barlow/McCarthy
12:30 - 1:45p
strategic marketing
Marketing’s Role in Behavior Change
The challenge is on for healthcare marketers to adopt social marketing techniques aimed at promoting positive changes in behavior. Examine behavior change theories and models. Learn how to use CRM, segmentation, and other marketing tools to influence health behaviors. Hear success strategies, results, and lessons learned.
Katie Mardigian, Transplant Outreach Coordinator, Hume-Lee Transplant Center, VCU Health (Richmond, VA)
Heather Valentine, Assistant Vice President Marketing & Digital Strategy, Loma Linda University Health (Loma Linda, CA)
Susan Dubuque, Principal, ndp
customer communication & engagement
Marketing and Communications for Successful Mergers
When organizations merge, marketers are tasked with a number of internal and external communications and marketing challenges. Learn how to create a unified plan to merge cultures, stories, and messages; align all stakeholders around a single brand promise; and successfully brand and market the new entity to the community.
Karina Jennings, AVP, Marketing & Communication, Providence St. Joseph Health (Renton, WA)
Kevin DiCola, Regional Communications Director and
Mary Letters, Regional Director of Marketing, Saint Joseph Mercy Health System, a member of Trinity Health (Ann Arbor, MI)
Marilyn Wilker (Facilitator), President, MintChip Communications
Analytics, Data & CRM
Aligning Digital Strategy with Technology Tools
Aligning business goals and expectations with CRM, marketing automation, database marketing, and content management solutions is a key challenge for healthcare marketers. Learn how core objectives–patient acquisition, calculating ROAS, and improving patient experience–relate to these solutions. Hear tips for overcoming operational constraints and developing a strategic roadmap.
Anaye Milligan, Director of Digital Marketing, Houston Methodist (Houston, TX)
Carl Agers, SVP, Marketing Services, Hero Digital
interactive & digital strategies
The Science of Audience Journey Mapping
Take your marketing to the next level by understanding what your audience wants and needs! Learn how to apply audience journey mapping best practices from Nuance Communications — the maker of Dragon speech recognition software — to better understand how to unlock your patients’ psychological motivators. Hear how to incorporate insights into content marketing and inbound strategies to build brand trust and long-term loyalty.
Jeff Frank, Former Vice President, Marketing, Nuance Communications
Shawn Gross, Chief Digital Strategist – Healthcare, Practice Lead, White Rhino
physician relations & sales
Quantifying the Value of Physician Relations
Proving the value of a physician relations program is an ongoing challenge. Learn how to track and measure results that align with organizational goals and demonstrate impact on the bottom line. View reports for communicating the value of physician relations efforts to leaders and key stakeholders in language they understand.
Carol Hemker, Director, Business Development & Northwest Healthcare, Christian Hospital/BJC Healthcare (St. Louis, MO)
Lori McLelland, Executive Director, Marketing, Emory Healthcare (Atlanta, GA)
physician communication & strategies
Engaging Physicians in Transformational Philanthropy
“Giving back” can be an important part of the healing process for patients and their families. Examine the relationship between a caregiver’s compassion and empathy and a patient’s expression of gratitude. Hear how expressing gratitude can motivate philanthropy and improve patient satisfaction and physician and employee engagement. Learn how to help physicians understand their role in the philanthropic process and engage with grateful patients in a way that promotes giving.
Bruce Bartoo, Chief Philanthropy Officer, MedStar Health (Baltimore, MD)
Chad Gobel, CEO, Gobel Group
2:30-3:45p
strategic marketing
Customer Lifetime Value: On the Verge of Reality
Research shows that consumers are more loyal to healthcare brands than we give them credit for. So what can marketers do to facilitate long-term, even lifelong, relationships? How can we demonstrate the lifetime value of a loyal customer—as both a user of our services and an influencer? Let’s talk!
Preston Gee, Vice President, Strategic Marketing, CHRISTUS Health (Irving, TX)
Rose Glenn, Senior Vice President Communications & Chief Experience Officer, Henry Ford Health System (Detroit, MI)
Joel English (Facilitator), Managing Partner, BVK
customer communication & engagement
Beyond Your Intranet and News Stories: A New Era of Employee Engagement
Employees are accustomed to highly interactive, social, and dynamic communication in every aspect of their lives — and they expect as much in the workplace. Learn how to move beyond your intranet and newsletters to build genuine dialogue and measurable engagement. Explore platforms, simple ideas to build interactive content, and processes for success.
Terri McNorton, Chief Marketing Communications Officer, Bon Secours Health System (Marriottsville, MD)
Benjamin Texter, Co-Founder, Digital Health Strategies
Analytics, Data & CRM
How AI and Machine Learning are Disrupting the Healthcare Ecosystem
Despite varying promises from technology and solutions vendors, there is no “one size fits all” approach for putting artificial intelligence (AI) and machine learning (ML) to effective use in healthcare. But there are tools and platforms that offer great promise. Examine concrete examples of how AI and ML are disrupting current practice and transforming healthcare organizations. Explore future opportunities for AI- and ML-driven transformation.
Joseph Voyles, Director, AI Accelerator Lab, PricewaterhouseCoopers LLP
interactive & digital strategies
Crisis Response: Are Your Digital Channels Ready?
In today’s world, websites and social media channels are essential tools for effective crisis response. Learn how digital and marketing/PR teams worked together to ensure rapid and effective internal and external communications in the face of crisis, including Hurricane Harvey and the mass shootings in Las Vegas.
Scott Kerbs, Physician Experience Coordinator, University Medical Center of Southern Nevada (Las Vegas, NV)
Crista Latham, VP of Strategic Communications, MD Anderson Cancer Center (Houston, TX)
Dan Dunlop (Facilitator), President, Jennings Health
physician relations & sales
From Onboarding to Retention: Fostering Physician Loyalty
Leading onboarding programs are more than ID badges and credentialing … they fully integrate physicians into clinical practice and are a platform for sustained engagement. Examine tools and techniques for successful onboarding and a construct for implementing them. Hear about metrics of program effectiveness that contribute to a culture of continuous improvement.
Nicole M. Buikema, Director, Physician Experience, Northwestern Medical Group (Chicago, IL)
Elizabeth Kiker, Senior Consultant, Atrium Health (Charlotte, NC) – Carolinas HealthCare System is Atrium Health
physician communication & strategies
Reducing Referral Leakage with Analytics
Using data from internal systems as well as third-party claims, Intermountain has developed a process for successfully tackling referral leakage. Examine the process, which identifies leakage points, targets efforts where they are most needed, and uses performance data to measure results. Hear how alignment is hardwired and enforced.
Robert Perkins, Outreach Service Director, Intermountain Healthcare (Salt Lake City, UT)
Andrew Efron, Vice President, Client Solutions, SymphonyRM
4:00 - 5:15p
The Internet to the Inner-Net: How to Reset Your Connections & Live a Conscious Life
The Internet has become humanity’s invisible central nervous system, connecting us at the speed of thought. Yet the most important technology is still the one within us: our brain, body, and consciousness. Gopi Kallayil shows how integrating our inner and outer technologies can help us better engage with others while also improving our internal wellbeing. Examine videos and stories celebrating the human spirit, the power of emotional connections, and the concept of social innovation for social good.
Gopi Kallayil, Chief Evangelist for Brand Marketing, Google