Summit

Sunday, April 5, 2020

9:00 - 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

Creating a High-Performance Marketing & Communications Function

How do you ensure that your marketing and communications function is built for success now and in the future? Hear from executives who are leading the way! Learn how they are tying strategy to organizational goals, engaging stakeholders throughout the organization, shaping the right teams, breaking down silos, adapting skill sets to stay relevant, identifying the right technologies for mar-comm tech stacks, and more.

Suzanne HenderyChief Marketing Officer & VP, Renown Health (Reno, NV)

Donna TeachChief Marketing & Communications Officer, Nationwide Children’s Hospital (Columbus, OH)

Karen WishVice President, Chief Marketing Officer, Mount Sinai Health System (New York, NY)

Terri Goren (Facilitator), Principal, Goren & Associates, LLC

PRE-SUMMIT STRATEGY SESSION II

Marketing Accountability: Metrics, KPIs, and ROI

Marketers are increasingly called on to prove results. And, while the range of possible metrics has expanded, what’s most meaningful to measure remains a challenge. How do you hardwire tracking into campaigns and make the connection to revenue? How do you persuasively communicate results to stakeholders?  Examine the realities of measurement in 2020, including KPIs, appropriate use of ROI, and dashboards.

Kelly FaleyVice President, Digital Marketing, Sharp HealthCare (San Diego, CA)

Karina JenningsVP, Marketing Strategy & Planning, Providence St. Joseph Health (Renton, WA)

Selima KhanVice President, Marketing & Corporate Communications, Memorial Healthcare System (Hollywood, FL)

David Marlowe (Facilitator), Principal, Strategic Marketing Concepts

PRE-SUMMIT STRATEGY SESSION III

Getting Your Content Ready for the Future: Voice, Search, and Chatbots

With consumers increasingly using voice and chatbots for web searches and interactions, new ways of thinking about how to create, manage, translate, deliver, and use content are required. Learn how to prepare your content for voice-driven search. Explore real-world examples of how organizations are using voice. Hear how—and where—to successfully incorporate chatbots.

Barbara Le-Wharton, Digital Marketing Manager, Cleveland Clinic (Cleveland, OH)

Jessica West, Manager, Brand & Digital Strategy, Piedmont Healthcare (Atlanta, GA)

Nathan David, Founder and Lead Strategist, Meta Impact

Abhi Sharma, Chief Product Officer, Loyal

Ahava Leibtag, President, Aha Media Group

PRE-SUMMIT STRATEGY SESSION IV

Proving Impact in Physician Relations

With less money to go around, physician relations executives must be able to prove their impact. Learn how organizations are demonstrating results through regular tracking and reporting of measures that align with organizational goals. Examine concrete ROI models and successful revenue generating campaigns, with a focus on portfolio analysis and segmentation of physician customers. Hear how stories can be used to gain internal support and add validity to the field role.

Brian BorchardtDirector of Physician Relations, Baylor Scott & White Health (Temple, TX)

Daiquiri Sartor LewersAssistant Vice President, Brand & Clinical Service Marketing, NorthShore University HealthSystem (Evanston, IL)

Kriss BarlowPrincipal, Barlow/McCarthy

12:30 - 1:45p

strategic marketing

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 DeanChief Marketing & Communications Officer, University of Iowa Health Care (Iowa City, IA)

Preston GeeVP, Strategic Marketing, CHRISTUS Health (Irving, TX)

Judith WardVP, Marketing & Communications, Baystate Health (Springfield, MA)

Joel English (Facilitator), Managing Partner, BVK

communication strategies

The Language of Healthcare

Healthcare is full of language that is not well understood by consumers, patients, and families—and it’s time for that to change! Examine commonly misunderstood terms and the words and phrases consumers use instead. Hear how the right language improves understanding, experience, and connections.

Glenn BielerChief Marketing & Communications Officer, UW Medicine (Seattle, WA)

David PerrySenior Advisor, Stanford Medicine (Stanford, CA)

Chrisie ScottSVP & Chief Marketing Officer, Virtua Health (Marlton, NJ)

Stephen Moegling (Facilitator), SVP of Growth, Hailey Sault

Transforming Consumer Experience

Call Centers: Unifying the “Front Door”

Busy health system call centers often aren’t able to sufficiently prioritize marketing “calls to action” as they contend with so many patient management demands. Learn how to unify the “front door” to maximize patient capacity and meet consumers where they are. Hear how MedStar Health and Nemours improved access, service, experience, and growth with support from technology-enabled call centers.

Ken D’Andrea, AVP, Patient Access Centers, MedStar Health (Columbia, MD)

Sarah SandersSenior Vice President & Chief Marketing Officer, Nemours Children’s Health System (Jacksonville, FL)

David Cerino (Facilitator), Chief Executive Officer, Envera Health

interactive & digital strategies

Putting Voice Recognition to Work

Patients expect to be able to access healthcare services anytime they desire. Learn how organizations are using voice recognition to find, engage, and convert new customers via devices such as Alexa, Google Home, and Apple’s HomePod. Hear how to design, develop, and deploy voice recognition skills. Examine internal and external challenges and how to overcome them.

Silas OwingsWeb Developer, Ochsner Health System (New Orleans, LA)

Ara TelbelianDirector, Marketing & Brand Management, Henry Ford Health System (Detroit, MI)

physician relations & sales

Cutting-Edge Outreach: Think Like a Data Scientist

The key to driving purposeful conversations with the providers in your market lies in turning data into meaningful conversations. Examine strategies to identify which providers to target and when. Learn how to measure and justify the impact on your team’s outreach and touch points. Hear how to humanize and personalize data into a compelling data story to get senior leadership support within your organization.

Robert Perkins, Outreach Service Director, Intermountain Healthcare (Salt Lake City, UT)

Chris Hemphill, Director, Client AI/Ops, SymphonyRM

engagement strategies

Understanding Your Digital Customers

As virtual front doors, websites can have a major impact on how people view an organization. How do consumers view hospital websites? How does a visitor’s experience impact the hospital brand and inform the digital brand experience? Examine data from website visitors across the country. Learn where the pain points are, what patients and consumers want, and steps you can take to improve the digital experience.

Kathy DivisPresident, Greystone.Net

Rob Klein, Founder and CEO, Klein & Partners

Linda MacCracken, Director, Accenture

1:45-2:30p

Break in the Exhibit Hall

2:30-3:45p

strategic marketing

Women in Healthcare: Leadership & Mentoring

Women are significantly underrepresented in senior executive and board positions in healthcare. How can you overcome barriers to career advancement and equitable pay? Learn how to improve your leadership and technical skills while building a supportive network of peers. It’s only the beginning!

Lynn MillerEVP, Clinical Operations, Geisinger (Danville, PA)

Janet Smith MeeksCo-Founder & CEO, Healthcare Alignment Advisors, LLC

Adriane A. WilligSenior Partner, WittKieffer

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

communication strategies

Making the Case for Investing in Marketing & Communications

Speaking “CEO” is essential for marketing professionals. Yet it is an area where marketers often struggle. Learn what a CEO values and expects from marketing and how you can deliver on those expectations every day. Hear how to effectively connect marketing to business goals and successfully ask for resources.

Christine AlbertSVP Marketing & Communications and

Greg FeirnCEO, LCMC Health (New Orleans, LA)

Suzanne HenderyChief Marketing Officer & VP and

Tony SlonimPresident & CEO, Renown Health (Reno, NV)

Danny Fell (Facilitator), Senior Strategist, Optum

Transforming Consumer Experience

Future-Proof Your Brand

Geisinger, while facing increased competition from provider, payer, and retail pharmacy competitors, enjoys a strong national reputation. Yet, locally, its reputation was ill-defined. 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 StanzianoChief Marketing & Communications Officer, Geisinger (Danville, PA)

Simon HillPresident, North America, FutureBrand

interactive & digital strategies

COMING SOON!

physician relations & sales

“Keepage” Strategies that Get Results

Turning referral “leakage” into “keepage” remains a key opportunity for growing volume. Examine new and innovative solutions for identifying where referrals are being lost and plugging the gaps. Learn how to look at and use data differently, implement referral management solutions, and improve reporting to gain leadership approval and action.

Martha Crombie, Vice President, Marketing & Planning, Americas Division, Ardent Health Services (Nashville, TN)

Lee Ann Lambdin, SVP, Healthcare Strategy, Stratasan

engagement strategies

Beyond Patient Acquisition: Re-Engagement Strategies to Drive Lifetime Value

Effective patient marketing goes beyond the initial acquisition. It also requires continual engagement with patients to grow lifetime value. Learn how Cleveland Clinic re-engages with former and current patients to bring them back into the system. Examine actionable strategies, tactics, and results.

Sue OmoriExecutive Director, Marketing Account Services, Cleveland Clinic (Cleveland, OH)

Tom HilemanCEO & President, Hileman Group

4:00 - 5:15p

General Session - Sponsored by Healthgrades

Creating Communication Magic

There is very real magic in the powerful ability to communicate at extraordinary levels. It allows people to shift mindsets. To build relationship bridges. To overcome objections. To connect in ways that foster leadership, teamwork, and exponential growth. Through the power of magic and storytelling, Vinh Giang shows how to rise above the noise of the crowd and stand out as a master communicator in business and life. Get ready for a magical communication transformation that will take you and your organization to new heights!

Vinh Giang, Master Communicator, Magician, Entrepreneur

5:15 - 7:00p

Opening Reception in the Exhibit Hall