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 Hendery, Chief Marketing Officer & VP, Renown Health (Reno, NV)
Donna Teach, Chief Marketing & Communications Officer, Nationwide Children’s Hospital (Columbus, OH)
Karen Wish, Vice 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 Faley, Vice President, Digital Marketing, Sharp HealthCare (San Diego, CA)
Karina Jennings, VP, Marketing Strategy & Planning, Providence St. Joseph Health (Renton, WA)
Selima Khan, Vice 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 Borchardt, Director of Physician Relations, Baylor Scott & White Health (Temple, TX)
Daiquiri Sartor Lewers, Assistant Vice President, Brand & Clinical Service Marketing, NorthShore University HealthSystem (Evanston, IL)
Kriss Barlow, Principal, Barlow/McCarthy
12:30 - 1:45p
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)
Preston Gee, VP, Strategic Marketing, CHRISTUS Health (Irving, TX)
Judith Ward, VP, Marketing & Communications, Baystate Health (Springfield, MA)
Joel English (Facilitator), Managing Partner, BVK
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 Bieler, Chief Marketing & Communications Officer, UW Medicine (Seattle, WA)
David Perry, Senior Advisor, Stanford Medicine (Stanford, CA)
Chrisie Scott, SVP & 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 Sanders, Senior 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 Owings, Web Developer, Ochsner Health System (New Orleans, LA)
Ara Telbelian, Director, 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
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 Divis, President, Greystone.Net
Rob Klein, Founder and CEO, Klein & Partners
Linda MacCracken, Director, Accenture
Break in the Exhibit Hall
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 Miller, EVP, Clinical Operations, Geisinger (Danville, PA)
Janet Smith Meeks, Co-Founder & CEO, Healthcare Alignment Advisors, LLC
Adriane A. Willig, Senior Partner, WittKieffer
Susan Alcorn (Facilitator), Strategic Counselor, Alcorn Strategic Communications & Jarrard Phillips Cate & Hancock
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 Albert, SVP Marketing & Communications and
Greg Feirn, CEO, LCMC Health (New Orleans, LA)
Suzanne Hendery, Chief Marketing Officer & VP and
Tony Slonim, President & 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 Stanziano, Chief Marketing & Communications Officer, Geisinger (Danville, PA)
Simon Hill, President, North America, FutureBrand
interactive & digital strategies
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
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 Omori, Executive Director, Marketing Account Services, Cleveland Clinic (Cleveland, OH)
Tom Hileman, CEO & 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