Monday, April 6, 2020

8:00 - 9:15a

General Session - Sponsored by Healthgrades

Does Your Customer Experience Create Conversation?

The best way to grow ANY business is for your customers to grow it for you. But that only occurs if you deliver a customer experience that creates conversations. With humor, examples, and research, Jay Baer shows how to create a unique story that will turn your customers—including patients, families, employees, and physicians—into your most effective marketing advantage. Learn how to think in new ways about the intersection of customer experience, marketing, and operations!

Jay Baer, President, Convince & Convert, Bestselling Author, Hall of Fame Speaker


10:00 - 11:00a

strategic marketing

Personalizing the Consumer Experience

Executing a consumer engagement strategy, in the most cost effective manner possible across all touch-points and channels, requires a myriad of distinct platforms living in a unified state. Examine a real-life case where EMR, CRM, CMS, Engagement Center, and Marketing Automation platforms all speak the same language, enabling hyper-targeted segmentation and improved personalized outreach. Take home tools for your own journey.

Murray Friedman, Director, CRM, Advocate Aurora Health (Milwaukee, WI)

Gary Druckenmiller, VP, Customer Success, Healthgrades

communication strategies

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

transforming consumer experience

The Case for Experiential Marketing

Consumers receive thousands of marketing messages a day; experiential marketing helps break through the noise. Learn how Norton Healthcare creates personal experiences that deepen community connections. Examine Ochsner’s use of augmented reality, gaming, and other innovations for engaging consumers.

Dana Allen, SVP, Marketing & Communications, Norton Healthcare (Louisville, KY)

Cara Zorzi Bergendahl, System VP, Marketing & Communications, Ochsner Health System (New Orleans, LA)

John McKeever (Facilitator), EVP, Endeavor Management

interactive & digital strategies

Taking Control of the Conversation

Privacy regulations and HIPAA hinder how most health systems can respond and engage with customers. So, how can you provide the online experiences consumers expect from all other industries? Hear how health systems can use conversational platforms in direct and engaging ways, directly learning the voice of the consumer. Examine how to communicate with the consumer to create a better overall experience.

Chris Boyer, Principal, @chrisboyer, LLC

Brian Gresh, President, Loyal

physician relations & sales

Onboard, Align, Engage!

Organizations work hard to recruit the right physicians, yet the process to ensure a smooth transition may be rocky at best. Learn how to create a well-organized onboarding approach that aligns and engages physicians while ensuring internal obligations are met. Examine multiple approaches, including tools to track and measure and ways to stage a new doctor for success before he or she arrives.

Christopher Hyers, Vice President, Business Development, UConn Health (Hartford, CT)

Mitzi Kent, RN, BSN, Partner, Barlow/McCarthy

engagement strategies

Patient Knows Best: Improve Reputation AND Enhance Patient Experience

Take your reputation management to the next level! Hear how MultiCare’s 4-step strategy to connect with patients across their healthcare journey led to a 200% increase in Google actions in just 4 months. Examine the impact on SEO, engagement, and patient satisfaction.

Melanie Collett, Digital Marketing Specialist and

Annie Haarmann, Sr. Director of Healthcare Strategy,

George Hampton, Senior Director of Marketing & Communication, MultiCare Health System (Spokane, WA)

11:15a - 12:15p

strategic marketing

Marketers and Clinicians: Working Together to Transform Care

Vanderbilt’s marketing and clinical leaders are partnering to develop content and increase physician adoption of population health resources. Hear how email campaigns, content hubs, and sophisticated content solutions power the effort, and drive change in inpatient admissions and readmissions, as well as care transitions.

Megan Pruce, VP, Business Engagement Strategies and

Mallory Yoder, Manager, Business Engagement Strategies, Vanderbilt University Medical Center (Nashville, TN)

Jane Crosby, VP, Strategy & Business Development, True North

communication strategies

Enhance Reputation Through Strategic Thought Leadership

In today’s healthcare landscape, the commitment and vision to take a stand on critical issues can be a powerful differentiator. An authentic, strategic thought leadership program can elevate brand reputation, distinguish key leaders, and humanize an organization. Examine a program that elevates diverse voices, from C-Suite leaders to subject matter experts, and reinforces mission and values among constituents.

Gene Ford, National Public Relations Lead, Interim, Ascension (St. Louis, MO)

Terry Hoffmann, Senior Vice President, FleishmanHillard

transforming consumer experience

CRM is Software; Growth is a Strategy

Without a larger strategy, tools like CRM and marketing automation can fall short of expectations and become expensive investments with questionable paybacks. Learn how to develop a growth strategy to guide martech investments, build profitable business, and optimize marketing spend and ROI. Examine how to use data to target messaging, optimize demand generation, and more.

Paul Matsen, Chief Marketing & Communications Officer, Cleveland Clinic (Cleveland, OH)

Suzanne Sawyer, SVP, Chief Marketing & Communications Officer, Johns Hopkins Medicine (Baltimore, MD)

interactive & digital strategies

Technology Touchpoints that Drive Patient Acquisition

Technology has changed how consumers seek health information, consume content, and travel to and from appointments. Learn how Banner Health is adopting new technology solutions to alleviate pain points across the patient journey. Hear how the efforts improve patient acquisition and experience. Learn how to adapt strategies for your own organization.

Chris Pace, Chief Digital Marketing Executive, Banner Health (Phoenix, AZ)

Michael Andrews, Executive Director, WebMD

Carrie Liken, Head of Industry, Healthcare, Yext

Omar Nagji, Head of Healthcare Partnerships, Lyft

physician relations & sales

Strategy Meets Execution: Empowering a Liaison/Sales Team

A strategic plan for growth only works when it is combined with market intelligence and tactical implementation through boots-on-the-ground outreach. Learn how to empower your liaison/sales team to align with leader objectives, clearly define growth opportunities, and bring home answers to help guide strategic planning and implementation.

Veronica Campbell, Network Director, Physician Relations, HonorHealth (Scottsdale, AZ)

Marcy Traxler, Business Development & Strategy Advisor

engagement strategies

Leadership in the New Era of Experience

Marketers and patient experience leaders worked together to shape a more consumer-focused experience at Stanford Health Care. Hear how Stanford’s new hospital provides the most advanced care in the world, along with a patient- and family-friendly experience. Examine new research on what consumers want from healthcare providers.

Michiko Tanabe, Vice President & Chief Marketing Officer and

Alpa Vyas, Vice President, Patient Experience, Stanford Health Care (Stanford, CA)

Carolyn Bugg, Director, Strategy, Monigle

12:15 - 1:30p

Luncheon & General Session

Healthcare Consumerism: A Conversation with Paul Keckley and Kaveh Safavi

With more options for care, and greater willingness to exercise choice, consumers are driving a shift in healthcare to a B2C model. Which segments are most susceptible? And what factors, including benefits design, prices, and more, influence consumers’ decisions? Join Paul Keckley and Kaveh Safavi for a look at the current state of healthcare consumerism and what lies ahead in this special lunchtime conversation, sponsored by Monigle.

Paul Keckley, PhD, Principal, The Keckley Group; Healthcare Research & Policy Expert

Kaveh Safavi, MD, JD, Senior Managing Director – Head of Global Health Practice, Accenture; Technology & Trends Expert

Justin Wartell, Managing Principal, Monigle (Moderator)

1:45 - 2:45p

strategic marketing

A Structured Approach to Physician Marketing

CHI Memorial has hard-wired patient experience into its physician marketing plans. The structured approach includes scripting physicians and staff, a no-waiting process for throughput, measuring and monitoring patient experience scores, and a service recovery process. Examine the approach, including communications best practices for increasing physician involvement.

Lisa McCluskey, Vice President, Marketing Communications, CHI Memorial (Chattanooga, TN)

Sherry Borchelt, AVP Strategic Planning, Private Health News

communication strategies

Employee Engagement: Marketing through INTERNAL Stakeholders

Health system CEOs agree that employees are at the core of patient satisfaction, quality, and productivity. Employees can also be your best sales force IF they are engaged. Examine an integrated engagement program, created collaboratively by PR and marketing. Hear how it turned around negative employee attitudes with significant year one shifts to strongly positive ratings that have continued with the program’s expansion.

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

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

transforming consumer experience

Driving Mobile App Engagement

Hospitals and health systems are increasingly employing mobile apps to engage key audiences, including consumers and existing patients. But how do you drive increased adoption and use of mobile tools? Hear how mobile app teams are collaborating with marketing and communications departments to spread the word and encourage downloads. Explore successful content strategies.

Katie Logan, Chief Consumer Officer, Piedmont Healthcare (Atlanta, GA)

Christopher NeuharthExecutive Director, Digital Health and Experience, Children’s Wisconsin (Milwaukee, WI)

interactive & digital strategies

Using Analytics to Inform, Plan, and Optimize Marketing

Marketers are challenged to make the best use of advertising dollars, especially with the growth of digital. How much should you be spending on service lines vs. brand? What channels work best for patient acquisition? What should you not spend money on? Learn how to use CRM analysis and other data tools to answer those questions and more. Hear how to better target campaigns and optimize conversion across digital channels.

Brandy Hill, Director, Marketing & Public Relations, Riverview Health (Noblesville, IN)

Brad WenselEVP & Chief Customer Officer, Healthgrades

physician relations & sales

Strategies for Field Success

What does it take for liaisons to stay strong in the field? Hear techniques and innovations for success, including how to get through the door, prove your value add, and gain internal traction. Learn how to assess and address program vulnerabilities.

Chelsea Fanelli, Provider Relations Lead, Centura Health (Denver, CO)

Paula Murphy, BSN, MBA, RN, Senior Physician Liaison, St. Louis Children’s Hospital (St. Louis, MO)

engagement strategies

Small Steps Lead to Big Results for Health and Wellness Content

Digital content is a central element of any successful health and wellness program. Learn how to develop targeted, engaging, and relevant communications and tools for improving health and wellbeing. Hear how wellness content grounded in behavioral science drives action and builds relationships. Hear tips for distributing content across multiple platforms to multiple audiences at once.

Wendy Marshall, Vice President, HR Services, Geisinger (Danville, PA)

Ben TexterCo-Founder, Digital Health Strategies

3:30 - 4:30p

strategic marketing

The Intersection of Strategy, Access, and Patient Experience

Marketers and physician liaisons are increasingly charged with driving growth, but growth can’t happen without appointment access. Hear how NewYork-Presbyterian is improving access by anchoring it in patient experience and engaging physicians in creating meaningful solutions. Learn how to assess current access and determine when a service line is ready for market.

Rick Evans, SVP Patient Services & Chief Experience Officer, NewYork-Presbyterian Healthcare System (New York, NY)

Kristin Baird, President, Baird Group

Jean Hitchcock, President, Hitchcock Marketing & Communications

communication strategies

Survive a Leadership Change ... and Thrive!

Leadership changes are increasingly common in healthcare and can be a source of angst for many executives. What can you do to prepare? How do you decide when to cut the cord?  Hear key considerations and how to get off to a great start if you make a move.

Patricia L. Cluff, Chief Strategic Relations & Marketing Officer, UVA Health System (Charlottesville, VA)

David A. Feinberg, SVP, Chief Marketing & Communications Officer, Mount Sinai Health System (New York)

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

Lynn Torossian, Chief Executive Coach, LMT Executive Advisors

transforming consumer experience

How AI Can Change the Future of Healthcare

Computers that can learn and take on human tasks offer real opportunities across all parts of our healthcare system, not only for making care more effective, but more affordable and accessible as well. Examine the transformative impact of AI on healthcare. Hear how AI technology can augment the work of people and help close the gap between demand for care and its supply in a more affordable way and on patient’s terms.

Kaveh Safavi, MD, JD, Global Managing Director, Health Industry, Accenture

interactive & digital strategies

Is Your Digital Front Door Strategy Investment-Worthy?

Using benchmark data across 60+ digital capabilities and patient feedback, Atrius Health achieved C-suite alignment to prioritize and fund a new digital front door that will seamlessly connect patients to convenient digital experiences with providers. Learn how Atrius built the case for investment. Hear how to enhance organizational readiness to act on newly emerging capabilities, such as chatbots, video visits, virtual triage, and other new capabilities.

Marci Sindell, Chief Marketing Officer & SVP, External Affairs, Atrius Health (Newton, MA)

Jason Lineen, Senior Vice President, AVIA

physician relations & sales

Growth Plans for Physician Relations with ROI as the End Game

MedStar Medical Group developed a physician relations growth plan model with meaningful business metrics at the core. Learn how the phased, “inside-out” model can work for your organization. Hear how a C-suite-endorsed, ROI-driven results report is changing and aligning the physician relations function in this large regional health system. Bring back tips and strategies for success.

Jean Bunker, VP, Marketing, Communications & Physician Relations and

Michael Greco, Director, Physician Relations, MedStar Medical Group (Columbia, MD)

engagement strategies

Deep Listening to Understand Consumers

Ethnographic research, or deep listening, provides a unique view into your market and customers, delivering actionable insights into how consumers make decisions, how they self-segment, and where they turn for help. Learn how to use deep listening research to inform strategy, build customer journeys, refine messaging, discover channel opportunities, and focus investments.

Jeff House, VP, Strategic Marketing, Arkansas Children’s (Little Rock, AR)

Jessica Savage, Administrative Director of Marketing, Memorial Healthcare System (Hollywood, FL)

Carla Bryant, EVP, Corrigan Consulting

4:30 - 6:15p

Reception in the Exhibit Hall