Thursday, October 7, 2021


Sponsored by Doximity

Continental Breakfast

8:00 - 9:15a

Keynote Session sponsored by Actium Health

Communicate with Extreme Clarity & Impact in Today’s Hybrid World

Mobile, custom, fast, and easy. That’s what it takes to meet the demands of digital consumers in a hybrid world. Today, healthcare executives are challenged to break through the noise and reach even more distant and distracted audiences—patients, consumers, community influencers, employees, and physicians. Join Debra Jasper as she demonstrates how to create clear, compelling messages that build trust, save time, and drive measurable results.

Debra Jasper, Founder/CEO, Mindset Digital & International Keynote Speaker

9:15 - 10:00a

Sponsored by NRC Health

Coffee Break in the Exhibit Hall

10:00 - 11:00a

strategic marketing

Strategies to Drive Market Growth & Success

In times of rapid change, having clear organizational growth strategies becomes paramount. Learn how expanding the ambulatory footprint and digital access are crucial to competing effectively. See how leveraging brand strength can enhance market growth. Hear about the emerging options for moving strategy from an acute care focus to true customer centricity.

Robin Wyatt, Vice President, Marketing, Northwell Health

Steven Gelineau, Senior Principal, Eastern Health Care Advisors LLC

Linda MacCracken, Principal Director, Consumer Engagement, Accenture

communication strategies

Modernize Patient Communication & Feedback (LIVESTREAMED SESSION)

Nearly 70% of patients today are looking for more personalized communication from their providers. Hear how Sharp Healthcare transformed its patient communication strategy with text messaging, impacting results at every critical patient touchpoint, including better capture of patient feedback, improved ratings, and increased calls directly from Google search.

Rachael Jones, SEO Strategist, Sharp Healthcare

Bryan Oram, AVP, Strategic Healthcare, Podium

transform consumer experience

A Fanatically Consistent Healthcare Customer Experience

The world’s best-known brands earned their reputations through fanatical consistency. But in healthcare, organizations are often at the mercy of processes and systems designed by staff and providers, so consistency in the customer experience (CX) suffers. Learn how Honor Health developed a CX index to pinpoint shortcomings and make significant improvements in brand consistency in telehealth, its ACO, and physician practices. Hear results.

Craig Kartchner, AVP, Marketing & Consumer Experience, HonorHealth

Kristin Baird, President, Baird Group

interactive & digital strategies

Keeping Up with Digital Healthcare Consumers (LIVESTREAMED SESSION)

Increasingly, consumers want to connect and communicate with their providers digitally. Health systems that embrace those conversations have the opportunity to deliver an exceptional customer experience. Learn how Memorial Healthcare has evolved its digital strategy to include conversational AI and other new tools and technologies to communicate with patients and guide them on their care journey.

Frederick Anderson, Director, Marketing Technology, Memorial Healthcare System (Miami, FL)

Brian Gresh, President, Loyal

physician relations & sales

Internal Positioning to Strengthen Field Impact (LIVESTREAMED SESSION)

Successful field teams are in the business of collaboration—both internally and externally. Examine real-life leadership approaches for building internal collaboration and visibility for the team. Hear the attributes the field team needs to earn credibility with leaders.

Paula Murphy, RN, BSN, MBA, Senior Physician Liaison, St. Louis Children’s Hospital (St. Louis, MO)

Jackie Kleppe, Director, Outreach & Engagement, University of Iowa Health Care (Iowa City, IA)

Paola Pescara, Vice President, Strategic Growth, Rush University Medical Center (Chicago, IL)

engagement strategies

Engage Your Most Valuable Customers: Shape an Effective Patient-Donor Experience

In today’s digital age, it’s critical that marketing and fundraising work together to make it easy for patient-donors to connect, engage, and take action. Examine how to engage patients through on and offline platforms, the right content, and touchpoints that cultivate and convert your hightest-value supporters. Hear lessons learned as well as future strategies.

Ben Texter, Co-CEO and Co-Founder, Digital Health Strategies

11:15a - 12:15p

strategic marketing

Amp Up the Power in Your Internal Communications

Internal communications are the linchpin of your organization. But how do you ensure that employees receive and process essential information? Examine the tries, whys, and high fives of internal engagement. Hear how to support major changes, recognize great work, and create brand advocates.

Crystal Hardinger, Internal Communications Manager, University of Iowa Health Care

Kerting Baldwin, Administrative Director, Corporate Communications, Memorial Healthcare System

Selima Khan, Vice President, Marketing & Corporate Communications, Memorial Healthcare System

Kathy Dean, Senior Advisor, SPM Group

communication strategies

Use Consumer Search Intent to Drive Volumes & Improve Experience (LIVESTREAMED SESSION)

Reputation surveyed consumers nationwide about what drives their choice of a healthcare provider and analyzed hundreds of thousands of online reviews to undersand consumer sentiment. Learn what consumers want to see when they search for care, how they behave, and how to improve the experience in real-time. Hear best practices from a leading U.S. health system.

Tomi Galin, SVP, Communications, Marketing & Public Affairs, Community Health Systems

Annie Haarmann, Head of Strategy & Consulting, Healthcare & Life Sciences, Reputation

transform consumer experience

The New Brand Imperatives: What's Ahead?

Delve into the top trends and driving forces every healthcare brand leader needs to know to future-proof their brand. Drawing from consumer insights research, best practices of global brands outside of healthcare, and leading-edge healthcare disruptors, examine the forces that are shaping the healthcare landscape. If you think COVID-19 changed consumer expectations about the healthcare experience, think again! Learn to think in new ways, build new capabilities, and integrate new perspectives.

David Perry, Senior Advisor, Stanford Medicine

Gabriel Cohen, Chief Marketing Officer, Monigle

interactive & digital strategies

Reinventing a Website: Focus on the Consumer (LIVESTREAMED SESSION)

The time is now for marketers to understand the needs and behaviors of their customers by adopting a consumer-first, search-driven approach. Hear how USC created an information architecture and content strategy that supports multiple audiences. Examine the documented outcomes, as well as plans for the future.

Bhavna Patel, Director of Digital Marketing, Keck Medicine of USC (Yorba Linda, CA)

Bryce Cannon, President, Modea

physician relations & sales

Referring Physician Surveys Can Strengthen Strategies & Relationships (LIVESTREAMED SESSION)

Physician engagement drives hospital performance and growth. Examine the main components of the referral process and the impact on referring physicians’ loyalty. Hear how to target improvement to the referral experience. Learn how research can be used to understand how and where to expand ‘access’ geographically without negatively impacting referring physicians.

Deb Pappas, Vice President, Chief Marketing & Communications Officer, Connecticut Children’s (Hartford, CT)

Kriss Barlow, Principal, Barlow/McCarthy

Rob Klein, Founder & CEO, Klein & Partners

engagement strategies

Courage in the Time of COVID

“You are tired…you are scared…your heart is heavy.” So begins an update to Kaweah Health team members at the height of the COVID pandemic. Hear how empathy, inspiration, and transparency were essential components to internal crisis communications. Examine the importance of leadership visibility and transparency, and how inclusivity and access lead to employee engagement and successful strategy development for any crisis.

Melissa Carrillo, Senior Communications Specialist and

Marc Mertz, Vice President, Chief Strategy Officer, Kaweah Health (Visalia, CA)

12:15 - 1:45p

Luncheon & Panel Discussion sponsored by Populi

Make the Case for Investing in Marketing & Communications (LIVESTREAMED SESSION)

Never before has speaking “CEO” been more important than the past year. Hear what CEOs value and expect from marketing and how to deliver on those expectations.

Suzanne Hendery, Chief Marketing & Customer Experience Officer, Renown Health (Reno, NV)

Tony Slonim, MD, President & CEO, Renown Health (Reno, NV)

Rachel J. Lott, Director of Marketing & Development, Hillsdale Hospital (Hillsdale, MI)

Jeremiah J. Hodshire, President & CEO, Hillsdale Hospital (Hillsdale, MI)

Ahava Leibtag, (Facilitator), President, Aha Media Group

2:00 - 3:00p

strategic marketing

Fracture Events: Implications on Brand

Fracture events change everything, including how consumers view your brand moving forward. Bottom line … following a fracture event, consumers want a change, an advancement into a new better world. Examine findings from an innovative research technique to define this new lens and the implications for branding. Hear how one system used these insights to evolve its brand portrayal.

Emily StottManager of Marketing & Creative Services, Renown Health (Reno, NV)

Cristal Herrera Woodley, Director, Marketing, Communications & Customer Engagement, Renown Health (Reno, NV)

Joel English, Managing Partner, BVK

communication strategies

Latest Trends in MarTech: Let's Talk (LIVESTREAMED SESSION)

Effective investment in MarTech, including CRM, CMS, marketing automation, and more, is one of today’s most pressing issues for healthcare marketers. How do you identify the right technologies and build the right tech stack for your needs? Hear trends and strategies from seasoned executives.

Stuart Dill, SVP, Marketing & Engagement, Vanderbilt University Medical Center

Paul Matsen, Chief Marketing & Communications Officer, Cleveland Clinic

Nikki Moll, SVP, Marketing & Communications, Baylor Scott & White

Tom Hileman, CEO & President, Hileman Group

transform consumer experience

User-Centered Planning & Design: Capturing Heads, Hearts & Hands

COVID lit the fire in the virtual health world. Now, it’s up to us to keep that fire burning to meet consumers’ expectations. Using virtual health as an example, hear how OhioHealth turned to user-centered planning and design to drive better solutions. Then, examine the work of OhioHealth’s Fusion Team around throughput.

Sue Jablonski, SVP, Chief Marketing & Communications Officer, OhioHealth

Venessa Heilman, Manager, Digital Solutions, OhioHealth

interactive & digital strategies

A Pragmatic Approach to Patient Lifetime Value (LIVESTREAMED SESSION)

Lifetime value is a retention measure, but not all retention is equal. Gender, age, life transitions, and other attributes all impact potential LTV. Explore key value levers based on real-world research to understand the elements with the greatest impact. Hear how to deploy insights to refine and accelerate growth strategies.

Adam Rice, SVP, Marketing, CommonSpirit Health

Suzanne Sawyer, SVP, Chief Marketing & Communications Officer, Johns Hopkins Medicine

Rob Grant, Chief Strategy & Innovation Officer, Mercury Healthcare

Dave Griffith, Vice President, Analytics & Insights, Mercury Healthcare

physician relations & sales

Physician Relations: Make Data Actionable (LIVESTREAMED SESSION)

Data abounds in healthcare, and it can be a challenge to properly mine and utilize this resource. Learn how to leverage all types of available data, as well as the roles both leaders and physician liaisons should play. Hear how to integrate data into your physician relations program to achieve meaningful growth and demonstrate impact.

Robert Perkins, Outreach Service Director, Intermountain Healthcare

Brian Borchardt, Senior Consultant, Barlow/McCarthy

engagement strategies

Digital Demand: Meeting Online Consumer Expectations

The digital transformation has accelerated at warp speed over the last year. Examine the key trends that have accelerated the new patient journey and how to leverage them for better competitive patient acquisition. Hear how to drive down call volume and costs and wisely invest your marketing dollars. Learn how to invest in digital experiences that will keep your patients happy and loyal!

Kevin Madden, AVP, Ecommerce, Providence

Carrie Liken, Head of Industry, Healthcare, Yext

3:00 - 3:45p

Sponsored by R2integrated

Coffee Break in the Exhibit Hall

3:45 - 4:45p

strategic marketing

Strategic Content Development: Impact on Patient Marketing

Strategic content development with an eye to analytics led to record-breaking website traffic at UC Davis Health. Careful monitoring of data prompted the development of new content in real time based on website analytics, as well as trending keywords that were amplified by social, news, and media channels. Hear how the strategy led to a branded opt-in marketing e-newsletter that extended reach and engagement.

Vicki Bencken, Digital Communications Director, UC Davis Health

Michele Taber, Director, Brand Management & Marketing, UC Davis Health

communication strategies

Words Matter: Cutting Through the Noise with the Right Language (LIVESTREAMED SESSION)

The world’s leading consumer brands create and nurture digital relationships by understanding which words matter in influencing behavior and using data to better understand customers’ evolving needs and attitudes. Learn how healthcare organizations can implement similar winning strategies.

Ethan Wingfield, Chief Marketing Officer, Consumer Banking, Capital One

Jamie Gloyne, SVP Healthcare, Persado

Adam Seften, Healthcare Solutions Consultant, Persado

transform consumer experience

A Patient Experience Success Story

Renown Health now ranks among the best in the country for physician communication with patients, a key indicator of overall patient satisfaction. Learn how transparency, group inspection, adaptation, and a change in data collection methods led to significant improvements in social media reviews, patient satisfaction, and CG-CAHPS scores for Renown providers.

Suzanne Hendery, Chief Marketing & Customer Experience Officer, Renown Health

Jan Gnida, Senior Vice President, PRC

interactive & digital strategies

Social Media Monitoring: A 24/7 Challenge(LIVESTREAMED SESSION)

Today’s consumers are on social media around the clock, 7 days a week. How can healthcare marketing teams effectively monitor and respond to posts related to customer service at their organizations in a timely manner, especially when the posts occur outside of regular office hours? Examine solutions, including on-call models for extended staff coverage of social media and external monitoring services.

Caroline Ackerman, Communications Business Partner, Renown Health

Melissa Dethlefsen, Director, Social Media and Content Integrations, Hartford Healthcare


physician relations & sales

Seven Proven Tactics for Practice Growth (LIVESTREAMED SESSION)

If you have ever helped launch a physician practice, you know that no two launches are the same. Examine how to consider provider personalities, interest, and comfort when planning your outreach. Review best practices used by liaison teams to promote new physicians. Hear what adjustments should be considered to create impact.

Nancy Vanselow, Referral Development Manager, Marketing & Communication, Children’s Wisconsin (Milwaukee, WI)

Josh Cameron, Vice President, Client Services, Marketware

engagement strategies

Better Together: Service Lines Thrive on Collaborative Efforts

Hospital and clinic service line growth goals are often identified in silos, with marketing and physician relations working in different lanes. Working together, University of Utah’s marketing and physician relations staff have been using data to drive decision making and create goals for each service line. Hear the steps needed to make the change, and the success that resulted!

Christina Choate, Physician Relations Consultant, University of Utah Health (Salt Lake City, UT)

Erin Heath, Network Development Operations Manager, University of Utah Health (Salt Lake City, UT)

Courtney Lauer, Marketing Manager, University of Utah Health (Salt Lake City, UT)

4:45 - 6:30p

Reception in the Exhibit Hall