Thursday, May 23, 2019
8:00 - 9:15a
General Session - Sponsored by Tea Leaves Health
The Loyalty Loop
In healthcare, the experience IS the brand. Our staff’s phone skills, the state of our facilities, the care and service we provide…those are the elements that define the brand and keep patients (and their friends and families) coming back. Join Andrew Davis to learn the four simple secrets brilliant brands employ to define, differentiate, and deliver unique, memorable, and brand-able experiences. (Hint: It’s not the big things that matter. It’s a series of micro-moments that illicit intense approval, joy, and interest.)
Andrew Davis, Marketing Influencer, Bestselling Author, Former Television Producer & Agency Executive
9:30 - 10:30a
Strategic Planning for Market Growth & Success
Too often, organizations give up on planning in times of rapid change. But those are the times when rigorous planning is most essential to market growth and a successful future. Examine AdventHealth’s approach to strategic and physician market planning, including data and analyses required and the importance of marketing input..
C. Josef Ghosn, EdD, FACHE, Corporate VP, Strategic Planning and
Sean Lemon, Director, Strategic Planning, Multi-State, AdventHealth (Altamonte Springs, FL)
Integrating Marketing & Philanthropy
By integrating marketing and fundraising efforts, you can turn patients into donors—and loyal advocates. Learn how Scripps Health revamped its Grateful Patient program to engage patients, encourage them to share their personal stories, and inspire them to give. Hear how the digital-first approach has generated more than 1,000 patient stories, recognized hundreds of employees, and doubled online revenue.
Christine Clay, Senior Director, Brand Strategy & System Marketing, Scripps Health (San Diego, CA)
John Simpson, President & Co-Founder, Digital Health Strategies
analytics, data & crm
Patient Retention and Loyalty: Advancing Algorithms to Hyper-Personalize Targeting
As the healthcare industry shifts from fee-for-service to one that also includes fee-for-value, marketing has an amazing opportunity to help nurture the consumer across the entire health and wellness journey. Data and analytics play a big role in this movement. Learn how HonorHealth built a business plan for every consumer (new and existing) in its market to facilitate retention and loyalty. Hear how the strategy is generating a 5-15x ROI.
Craig Kartchner, Associate Vice President, HonorHealth (Scottsdale, AZ)
interactive & digital strategies
Building Loyalty with Millennials
Millennials have grown up in a socially networked world, replete with smart phones and other advanced electronic devices. Today, they engage with hospitals as patients, parents, and caregivers—but winning their loyalty demands novel approaches. Learn what’s working and how to avoid costly mistakes.
Stacy Martinez, Director, Marketing, Ochsner Health System (New Orleans, LA)
Colleen Walsh, Digital Marketing, Steward Health Care (Dallas, TX)
James A. Gardner (Facilitator), Director, Market + Business Development, MedTouch
physician relations & sales
Connecting with the C-Suite: Chain of Command DOES Matter
Successful business development programs depend on proving value to the C-Suite. But reporting structures and cultural issues often present barriers. Learn how to develop a reporting structure that encourages direct engagement with top leaders and builds credibility and visibility for your program.
Amy Ballance, Division VP, Business Development, Strategy, & Marketing, Hospital Sisters Health System (Belleville, IL)
Cameron M. McGregor, MSN, RN, FACHE, System VP, Business Development, Premier Health (Dayton, OH)
Tammy Tiller-Hewitt, FACHE (Facilitator), CEO, Tiller-Hewitt HealthCare Strategies
Boosting Your Hospital's Reputation Among Physicians
Every major hospital is concerned with national reputation for many reasons, including physician recruitment and driving retail. So how does a marketer shift gears from a local focus to reach a national audience—in particular, physicians? Examine the media plan and creative decisions that ultimately led to an increase in national reputation for NewYork-Presbyterian. Hear about the research that drove the strategy.
Hernando Ruiz-Jimenez, Chief Marketing Officer, NewYork-Presbyterian Healthcare System (New York, NY)
Matt Seiden, President & CEO, Seiden
10:45 - 11:45a
Incorporating Social Determinants of Health: The Path to a New Care Model
Geisinger has embarked on a journey to make addressing social determinants of health (SDoH) part of its standard care approach. Examine the business strategy, including SDoH focus areas, partnerships with community resources, and the technology solution that enables the strategy. Hear results. Learn how the approach helps attract and retain healthier customers.
Chanin Wendling, AVP, Geisinger in Motion, Geisinger (Danville, PA)
The Challenge: A Massive Content Rewrite
Healthcare consumers want to find a doctor, location, or service on your site, and quickly transact. How do you transition from the traditional A to Z condition library to a site that drives action? Hear how Lehigh Valley Health Network examined UX to reset their course. Learn how they adapted their content strategy and applied digital writing best practices to craft more than 300 SEO-infused pages.
Pamela Riddell, Administrator, Strategic Communications, Lehigh Valley Health Network (Allentown, PA)
Ahava Leibtag, President, Aha Media Group
analytics, data & crm
A Data-Driven Approach to Sizing an Ambulatory Care Portfolio
Using a relatively small set of replicable, scalable, high-quality data sources, John Muir Health Physician Network developed a population-based ambulatory needs tool to forecast provider and space needs by submarket. Learn how physicians partnered with Operations, Finance, and Strategy to align facility needs with strategic intent and create a phased ambulatory distribution plan.
Paul Deeringer, Senior Vice President, Strategy & Emerging Business, John Muir Health Physician Network (Walnut Creek, CA)
Wendy Weitzner, Partner, The Innova Group
interactive & digital strategies
Why Audience Research Should Inform Your Digital Roadmap
Audience research is an integral part of setting a digital strategy. But many marketers don’t know how to get started, or aren’t aware of the right tools and processes. Learn how Keck Medicine conducted research to better understand consumers, with a focus on digital behavior. Examine the process, insights, and results. Take home a framework for better understanding your own customers.
Alexandra Fletcher, Assistant Director, Web Marketing, Keck Medicine of USC (Los Angeles, CA)
Christopher Riegger, Chief Operating Officer, Modea
physician relations & sales
Implementing “Keepage” Strategies
Health systems often lack mechanisms for seamlessly, compliantly, and efficiently coordinating patient journeys across their delivery networks—leading to gaps in care, adverse outcomes, and avoidable patient attrition. Learn why care coordination should be an integral part of a keepage strategy. Hear how to quantify sources of leakage, improve reporting to gain leadership approval and action, and implement effective strategies.
Monti Pack-Shabout, Manager, Business Growth Strategy, Texas Health Resources (Arlington, TX)
Tricia Anderson, Senior Consultant, Client Advisory Services, Care Continuity
Turning a Community into a Brand Movement
When integrated into larger brand movements, the power of digital and social platforms can be transformational. Hear how Moffitt Cancer Center’s Community of Courage and #BeCourageous social campaign, combined with integrated brand and demand generation efforts, led to increased consumer engagement and market share. See how emotional storytelling content was used across various digital and social channels.
Josh Adkins, Director of Strategic Marketing, Moffitt Cancer Center (Tampa, FL)
Gary Mueller, Managing Partner/Creative Director, BVK
12:00 - 2:00p
Special Workshop Sessions
Advance sign-up for workshop sessions is required, although there is no extra charge. See Registration Form.
Humanizing Brand Experience: Understanding Consumers and Delivering What They Want
How do you know when you are creating experiences that will drive choice, satisfaction, and advocacy? Learn what matters most to consumers. Be the first to hear insights from the second annual “Humanizing Brand Experience” study of 14,000+ consumers and 100+ brands. Hear from healthcare marketing leaders who are at the forefront of delivering emotionally satisfying, consumer-centric experiences. Examine best practices and approaches to adapt in your own organization.
Christine Albert, MPP, APR, Vice President, Marketing, LCMC Health (New Orleans, LA)
Maarten Lobker, National Director, Brand Strategy & Management, Kaiser Permanente (Burbank, CA)
Aaron Watkins, Senior Director of Internet Strategy, Johns Hopkins Medicine (Baltimore, MD)
Justin Wartell, Managing Director, Monigle
Innovate Your Marketing in a Technology-Driven World
As digital technologies such as marketing automation, chatbots, and voice-enabled search continue to advance, how should you prioritize and organize your marketing team and resources for customer acquisition, engagement, and retention? Hear from organizations that are leading the way. Learn how to ideate, innovate, and accelerate a digitally-savvy, data intelligent team and address cultural and structural barriers to change.
Brittany Graffagnini, Assistant Vice President, Marketing, Ochsner Health System (New Orleans, LA)
Chris Pace, Senior Director, Digital Marketing, Banner Health (Phoenix, AZ)
Brian Whitman, President & CEO, Corrigan Consulting
Physician Relations Sales: From Selling to Strategic Selling
Challenged with the same old sales approach, frustrated with economic pressures, or worried about the forecast for referrals? This interactive workshop will help sales representatives and sales managers alike raise the bar in skills and messaging, and drive new business while successfully retaining current baselines. Learn how to apply basic sales tactics in more strategic ways to build relationships, and ultimately grow referrals; use sales skills to build commitments with internal and external customers; and leverage relationships.
Angela Valchine, Regional Manager, Physician Relations, Cancer Treatment Centers of America (Chicago, IL)
Mitzi Kent, RN, BSN, Partner, Barlow/McCarthy