Strategic Marketing, August 18-20, 2020

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

Humanizing Brand Experience

Don’t miss this moment to create a more human healthcare experience. Dig into the key highlights and implications from the newly released Humanizing Brand Experience Vol 3 report, including what is most important to consumers in their healthcare experience. Now, more than ever, this new data, coupled with current COVID insights, will better equip healthcare brand and experience leaders to build more human brands in the face of rapidly-changing environments and consumer expectations.

Grant Mason, Senior Director, Insights and

Justin Wartell, Managing Principal, Monigle

Evolving Healthcare Sports Partnerships

Health systems are tapping into cause marketing to infuse energy into traditional fundraising. Hear from organizations that are partnering with sports teams, celebrities, or for profits to raise money and awareness for a cause, while uniting the community and showcasing services. Learn how to identify partners, crystalize a vision and strategy, and inspire participation.

Matt Bartoloni, Director, Marketing, NYU Langone Health (New York, NY)

Larry Allen Bowie, Senior Manager, Sports Partnerships, Emory Healthcare (Atlanta, GA)

Jeff Sofka, CEO, Bendigo Sports

Creating a High-Performance MarComm Function

How do you ensure that your marketing and communications function is built for success now and in the future? Learn how to tie strategy to organizational goals, engage stakeholders throughout the organization, shape the right teams, adapt skill sets to stay relevant, identify the right technologies, and more!

David A. Feinberg, SVP, Chief Marketing & Communications Officer, and

Karen Wish, Vice President, Chief Marketing Officer, Mount Sinai Health System

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 Director, Ascension (St. Louis, MO)

Terry Hoffmann, Senior Vice President, FleishmanHillard

Insourcing vs. Outsourcing: Finding a Balance

Balancing internal resources with outside agencies and vendors is an ongoing challenge for marketing and communications departments. Examine trends in hiring and staffing; allocation of in-house vs. outsourced capabilities; and budget resource allocation for CRM, digital, website, and traditional advertising.

Kathy Dean, Chief Marketing & Communications Officer, University of Iowa Health Care (Iowa City, IA)

Judith Ward, VP, Marketing & Communications, Baystate Health (Springfield, MA)

Joel English, Managing Partner, BVK (Facilitator)