Summit
Monday, May 16
8:30 - 11:00a
Pre-Summit Strategy Sessions
Advance registration is required for the Pre-Summit Strategy sessions, and a separate registration fee applies.
PRE-SUMMIT STRATEGY SESSION I
Develop Effective Marketing Plans
A marketing plan grounded in an understanding of external issues and the organization’s strategic objectives is a must. Learn how to conduct a market audit and use the findings to develop a position, strategies, quantifiable objectives, and appropriate tactics. Examine metrics for measuring results, including ROI.
Karen Wish, Chief Marketing Officer, Mount Sinai Health System (New York)
Cristal Herrera Woodley, Director, Marketing, Communications & Customer Engagement, Renown Health (Reno, NV)
David Marlowe, Principal, Strategic Marketing Concepts
PRE-SUMMIT STRATEGY SESSION II
Building a Brand That’s Not About You
Consumerism and competition from new entrants like Optum and WalMart Health demand that healthcare organizations take a completely new approach to “brand.” Learn how to identify an emotional consumer motivator for the center of your brand, how to message your brand without promoting your organization, and why gaining first-mover advantage is essential to success.
Catherine Harrell, Chief Marketing Officer, Franciscan Missionaries of Our Lady Health System
Christian Barnett, SVP, Strategy and
Chris Bevolo, Chief Brand Officer, Revive
PRE-SUMMIT STRATEGY SESSION III
Innovative Approaches in Physician Relations
Traditional referral development strategies are no longer enough to succeed in today’s ultracompetitive markets. Learn how to transform your program—and establish physician relations as an integral strategic resource—with innovations in field techniques, analytics, measurement, and more. Hear ideas for internal collaboration, talent empowerment, and leadership.
Ann De Los Santos, Vice President, Physician Partnerships and Strategic Growth, Ascension Texas
Angie Stoltz, Director Health Professional Marketing & Relations, Children’s Minnesota
Susan Boydell, Partner, Barlow/McCarthy
11:00a - 12:00p
Sponsored by Stericycle Communication Solutions
First-Time Attendee Meet & Greet
12:00 - 1:00p
strategic marketing
A Health System Rebrand: Lessons from Outside Healthcare
Henry Ford Health, a 100-year old organization, used strategies from outside healthcare to develop a rebrand that built on the storied past. Hear how the team navigated pandemic challenges, a new partnership with Michigan State University, and socialization of major change with a range of stakeholders to activate a modern, inclusive brand experience that celebrates Henry Ford Health’s future.
Heather Geisler, CMO, Henry Ford Health
communication strategies
Women in Healthcare: Leadership & Mentoring
Women are significantly underrepresented in senior executive and board positions in healthcare. Hear how to overcome barriers to career advancement and equitable pay. Examine strategies to improve your leadership and technical skills while building a supportive network of peers.
Suzanne Hendery, Chief Marketing & Customer Officer, Renown Health
Ahava Leibtag, President, Aha Media
Jhaymee Tynan, Consultant, Health Practice, Egon Zehnder
Linda MacCracken, (Facilitator) Associate Director, Accenture
interactive & digital strategies
Transform the Digital Experience
Healthcare digital leaders are using data and new tools to shape the consumer engagement experience. Hear how they’re addressing cultural, structural, and technical gaps and building resilient digital tools and teams to support their organizations, patients, and providers.
Chris Boyer, VP, Digital & Marketing Intelligence, Beth Israel Lahey Health
Aaron Watkins, Sr. Director of Internet Strategy, Johns Hopkins Medicine
Dalal Haldeman (Facilitator), CEO, Haldeman Marketing, LLC
innovation & transformation
Marketing Designed by Physicians, for Physicians
By listening to what physicians want, Baptist Cancer Center transformed its digital content and physician communication strategies. Hear how the physician-first marketing approach, in partnership with physician relations efforts, is driving referrals, resulting in approximately $9.3M in additional revenue since the campaign began. Learn how to develop and implement valuable, consistent, concise, and direct content for physicians.
Jonathan Linn, Former System Director of Marketing, Baptist Cancer Center, Baptist Memorial Health Care
Natalia Birgisson, MD, Director of Strategy, Doximity
engagement strategies
Don't You Forget about Gen X
The 65 million-plus members of Generation X will be a crucial audience for healthcare marketers for the next 10 years. As a “triple threat,” they are coordinating care for their children and parents while also dealing with their own personal health needs as they age. Learn what makes Gen X tick, how their attitudes toward healthcare differ from other generations, and how to engage this important audience.
Alan Shoebridge, Chief Communication Officer, Providence
Dan Miers, Chief Strategy Officer, SPM Group
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.
Jean Bunker, VP, Marketing, Communications & Physician Relations and
Michael Greco, AVP, Physician Relations, MedStar Medical Group
1:00 - 1:15P
Sponsored by Leadsquared
Coffee Break
1:15 - 2:15p
strategic marketing
Build a Next-Gen Marketing Team
As healthcare marketing continues to evolve, a customer experience and engagement capability will be huge. Let’s talk about what it will take to build a successful team. Hear how to get the right talent, skills, tools, and internal buy-in for long-term success. Examine successes, misses, and what lies ahead.
Kelly Faley, VP, Digital Marketing and Customer Contact Centers, Sharp Healthcare
Don Stanziano, Chief Marketing Officer, Geisinger
Laura Kunzelmann, Partner, Grey Group
Jerry Grady (Facilitator), Vice President, The Ward Group
communication strategies
Take the Lead on Social Determinants of Health (SDoH)
Marcom executives are applying the lessons learned during COVID to SDoH. Hear how the power of market research and voice of customer insights inform SDoH strategy and tactics.
Deb Pappas, VP, Chief Marketing & Communications Officer, Connecticut Children’s
Alicia Shoemaker, Senior Director, Integrated Marketing, Nationwide Children’s Hospital
Annie Zucker, Manager, Community Impact, Renown Health
Jean Hitchcock (Facilitator), VP, Marketing, Communications and Physician Relations, Phoenix Children’s Hospital
interactive & digital strategies
Take Your Personalized Approach to Care to the Web
Increasingly, healthcare organizations promise to deliver personalized care. Hear how two organizations extend that promise to the digital experience. From sophisticated segmenting to impressive optimization, both have built a strategy, team, and framework to deliver relevant content and support broader organizational promises.
Selene Mejia, Digital Marketing Director, University Health
Jeremy Rogers, Executive Director, Digital Marketing & Experience, Indiana University Health
Ben Dillon, Chief Strategy Officer, Geonetric
innovation & transformation
The Outsiders: Profiling the Patients Who Don't Seek Care
Nationwide, many consumers have low or no preference for a care provider and also choose to delay necessary medical treatment. What do we know about them? Learn what drives deferment and why consumer preference holds the key to predicting future utilization—or not. Hear how to shape messaging to reach those who may be considering treatment.
Tom Kirby, Director, Strategic Marketing & Intelligence, UPMC
Ryan Donohue, Strategic Advisor, NRC Health
engagement strategies
Patient Engagement & Loyalty: Where the Rubber Meets the Road
Increasingly, patients are “virtual first and only.” Leading healthcare organizations recognize this and are laser-focused on strategies to retain and deepen the loyalty of patients through innovative marketing programs that emphasize choice and access. Hear how to use digital tools and techniques to engage patients through multiple channels.
Laura Vasile, Marketing Manager, Cleveland Clinic
Rob Whitehouse, VP, Marketing Communications, TriHealth
Tom Hileman, CEO & President, Hileman Group
physician relations & sales
Referral Strategies for the New Reality
Referral management, including understanding and managing “leakage,” is a critical issue for healthcare organizations challenged with growing volume. Examine innovative referral management solutions. Hear new approaches to data tracking, trending, and reporting methods that build leadership support and drive action.
Anamika Desai, Network Director, Growth & Development, Hackensack Meridian Health
Josh Cameron, Vice President, Client Success, Marketware
2:15 - 3:00p
Sponsored by Yext
Coffee Break in Exhibit Hall
3:00 - 4:00p
strategic marketing
Run Less, Play More: A Marketing Reboot
There’s too much running and not enough play in today’s healthcare marketing. Jumping to solutions…taking prescriptive orders…it’s wearing us all out and creating the wrong expectations. Learn how to deliver a more disciplined marketing approach, with more diagnosis, more strategy, and more authority.
Craig Elbert, Sr. Director of Consumer & Digital Marketing, Children’s Mercy Kansas City
William Robertson, President & CEO, MultiCare
Jerry Hobbs, President, Prairie Dog
communication strategies
Disruptive & the Traditional: What Do Consumers Say?
Disrupters vs. traditional care…do you wonder how consumers view both? Research from 1,000+ consumers nationally will provide you with invaluable insights. Join us as we discuss the implications!
Dean Browell, Principal, Feedback
Rob Klein, Founder & CEO, Klein & Partners
Laila Waggoner, Senior Healthcare Strategist, Core Health
interactive & digital strategies
Enhance Patient Access with Direct Provider Engagement
Learn how to modernize the care search process with a comprehensive provider directory that tracks consumer access analytics, particularly for provider searches. Hear how the process improves data accuracy and drives organic web traffic and conversions.
Danielle Wilson, Assistant Vice President, Digital Transformation, Virtua Health
Scott Andrews, General Manager, Health Systems, Kyruus
innovation & transformation
Re-Engaging Post-COVID: Bring Back Patients AND Grow Business
Hackensack Meridian Health leveraged its Patient Access Center, as well as its digital solutions, to target patients in need of delayed and preventive care. Hear how the strategy grew patient volume, added net new patients, and increased revenue, while still managing COVID surges.
James Blazar, EVP & Chief Strategy Officer, Hackensack Meridian Health
Pamela Landis, Vice President, Digital Engagement, Hackensack Meridian Health
engagement strategies
Creating a Digital Patient Engagement Experience
Creating digital experiences that address expectations for personalized and curated information to support informed decision-making requires resource investments, experimentation, and constant invention. Learn how to demystify the complexities of website build and design, achieve consistent and confident data, and more.
Tracey Holleman, Director of Digital Strategy, Tallahassee Memorial HealthCare
Jodi Rawson, Digital Marketing Strategist, North Kansas City Hospital
Andy Waldrop, VP, Digital Experience Solutions, Mercury Healthcare
physician relations & sales
Re-Engineering the Field Approach
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.
Brad Jones, Physician Relations Director, West Florida Division, AdventHealth
Jason Lansdale, Supervisor, Provider Value Network, West Region, University Hospitals Cleveland
4:15 - 5:30p
Keynote Session Sponsored by Actium Health
The CMO/CIO Partnership: Focus on the Consumer
Nationwide, there is growing recognition that a strong partnership between healthcare marketing and technology leaders is critical for a true customer-focused transformation. Learn how leaders are coming together on data and digital strategy, including virtual visits, online scheduling, and patient experience to put the patient at the center and achieve personalization and outreach at scale. Hear what’s next in cybersecurity and more.
Ed Marx, CEO, Divurgent
Paul Matsen, Chief Marketing & Communications Officer, Cleveland Clinic
Chris Hemphill, Vice President, Applied AI & Growth, Actium Health