Thursday, May 23, 2019

8:00 – 9:15a  |  9:30 – 10:30a  |  10:45 – 11:45a  |  12:00 – 2:00p

6:15 - 7:15a

Yoga

Happy Flow with JUL Yoga's Julia Balfour

Bring positive energy to your day! This Happy Flow class utilizes vinyasa, mindful movement linked with breath. We arrive in our bodies with intention and focus on listening, opening, revitalizing, and restoring from the inside-out. This is a safe and open practice with sequences that peel back the armor of the day and allow you to be your truest self. Explore with us, all levels are welcome!

8:00 - 9:15a

General Session - Sponsored by Welltok

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 marketing

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)

communication strategies

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)

Ben Texter, Executive Vice 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. Learn more about this session!

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, Chief Strategy Officer, Ms. Medicine, (Cincinnati, OH)

Tammy Tiller-Hewitt, FACHE (Facilitator), CEO, Tiller-Hewitt HealthCare Strategies

engagement strategies

Hospital 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)

Kati Schultheis, Director of Account Services, Seiden

10:45 - 11:45a

strategic marketing

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)

communication strategies

Innovate Your Marketing in a Technology-Driven World (Part 1)

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. Session will break for 15 minutes at 11:45am and will resume for Part 2 at 12 Noon.

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

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

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

physician relations & sales

Using Podcasts to Boost Physician Relations

Podcasts are powerful tools for increasing brand reputation among referring providers, as well as enhancing internal physician relations. Learn how to create a turnkey podcast library that features interviews with your own doctors. Examine the benefits of offering CME with your podcasts and best practices for promoting the segments.

Jill Edgeworth, Program Manager, Media Relations, Northwestern Medicine (Chicago, IL)

Marissa Keppley, Physician Marketing Manager, UAB Medicine (Birmingham, AL)

Bill Klaproth, Director of Marketing, DoctorPodcasting by RadioMD

12:00 - 2:00p

Special Workshop Sessions

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

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