Tuesday, April 7, 2020
8:00 - 9:15a
General Session - Sponsored by SymphonyRM
Meet the Engaged Consumer
Advances in digital technology and the growth of social and retail platforms have dramatically changed the way consumers think, buy, engage, and connect. What does it mean for healthcare, as well as your organization? In this rich, multimedia presentation, Amber Mac explains how to rethink your communication and marketing strategy to reach today’s increasingly engaged and connected consumers. Learn how tools from AI to big data, online marketing to social leadership, and more can give you a winning edge in the connected economy!
Amber Mac, Relentless Adaptation & Digital Innovation Speaker; Co-Host of the AI Effect
9:30 - 10:30a
Marketing for Public Health: Combating Youth Vaping
Lung injuries associated with vaping are on the rise across the US, and more than 1/3 of patients treated for vaping-related illness are 20 and younger. To combat the epidemic, Hackensack Meridian Health is investing $1 million in a comprehensive strategy. Examine the strategy, which includes grants to school districts and community groups to launch buy-back programs, educational outreach, and other strategies to combat vaping among middle school and high school students.
Jim Blazar, EVP, Chief Strategy Officer and
Mary Jo Layton, Director, Executive Communications and Media Relations, Hackensack Meridian Health (Edison, NJ)
10 Things You Need to Know for Managing a Crisis
From data breaches to disease outbreaks to inappropriate executive or provider behavior…is your organization prepared to manage a crisis? Take home 10 great tips for guiding your organization through a crisis, including how to shape messages, deliver them for maximum impact, and manage reputation recovery. Learn how to optimize the use of traditional communication channels and social media.
Michael Knecht, SVP, Strategic Marketing & Communications, RWJBarnabas Health (West Orange, NJ)
Lisa Schiller, Chief Communications & Marketing Officer, UNC Health Care (Chapel Hill, NC)
transforming consumer experience
Balancing ROI Measurement & Privacy
Today, there is so much information available, and our ability to mine this data for marketing is very appealing. But, what can we, and should we, use? Hear how Hospital for Special Surgery developed a strategy, and leveraged new tactics and technology, to measure the impact of their marketing efforts in a privacy-safe way. Examine the results.
Sebastian Bean, Digital Analytics Manager and
Michael Ramadei, Director, Solutions Engineering, Crossix
interactive & digital strategies
A 5-Year Journey to a Physician App
Many organizations strive to be in the mobile app space, but many go about it the wrong way. Examine Nationwide Children’s 5-year quest to build a better mobile app for its physicians, including trials and tribulations, mistakes to avoid, and lessons learned. Learn tips to ultimately have a product you can be proud of and, most importantly, a tool your audience will use.
Stephanie Cannon, Sr. Director, Digital Experience, Nationwide Children’s Hospital (Columbus, OH)
physician relations & sales
Leading Physician Relations: Elements for Future Success
Increased pressures for growth, along with the challenges of internal alignment, have changed the rules for physician relations. Join your colleagues to explore how to successfully lead an evolving function. Hear practical solutions for navigating new reporting relationships and expectations; setting appropriate goals; and guiding your team into the future.
Jackie Kleppe, Director, Outreach & Engagement, University of Iowa Health Care (Iowa City, IA)
Penny Nichols, Director, Physician Outreach, Adventist Health (Roseville, CA)
Carlos Saenz, Vice President, Business Development, Mercy Health (St. Louis, MO)
Multicultural Marketing and Outreach: A Holistic Approach for Future Growth
As demographics shift, healthcare marketers are challenged to connect with multiple cultures and ethnicities in culturally authentic ways. Learn how an integrated approach centered on core human truths can improve brand relevance, communication, and patient experience for all audiences.
Len Fong, Associate VP, Multi-Ethnic Marketing & Outreach, City of Hope (Duarte, CA)
Patricia Porter, Director of Marketing & Communications, Santa Clara Valley Medical Center: Hospitals and Clinics (San Jose, CA)
Mark Maricich, CEO, Maricich Health
10:45 - 11:45a
The Evolution of Healthcare Sports Partnerships
Major healthcare systems are partnering with pro and college sports teams, as well as health and wellness brands, to advance service line, population health, philanthropy, social media, and employee engagement strategies. Hear how leading systems are creating innovative corporate partnerships to deliver return on their investments.
Matt Bartoloni, Director, Marketing, NYU Langone Health (New York, NY)
Larry Allen Bowie, Senior Manager, Sports Partnerships, Emory Healthcare (Atlanta, GA)
Jeff Sofka, President & CEO, Bendigo Sports
Content Strategy Solutions: Ready, Set, Write!
How do you create a consistent, unified brand message when teams from multiple hospitals create content for a system? You empower team members through documentation and education they create! Learn how to build a clear content strategy and editorial toolkit so content creators can develop on-brand content that meets business goals and users’ needs. Hear how to manage a large-scale rewriting project from beginning to end.
Adam Lee, Regional Director, Marketing & Communications, Adventist Health (Portland, OR)
Ahava Leibtag, President, Aha Media Group
transforming consumer experience
Personalize Digital Experiences with Channel Differentiation
Often, healthcare marketers are pursuing the same audiences with the same messaging and value propositions confined by the same regulations. How do you stand out without stepping out of bounds? Learn how to use data to understand which content and channels break through the “sameness” with each patient persona. Hear how to build a layered digital strategy that mirrors each stage of the patient’s journey.
Christina Summers, Digital Marketing Manager, Community Health Network (Indianapolis, IN)
Jamie Berendsen, Senior Account Strategist, MKR
interactive & digital strategies
Modernizing Patient Access for a Rural Patient Population
Healthcare consumers expect convenient access to care on their terms. But many health systems are playing catch up, leading to missed opportunities to improve patient experience and close care gaps. Learn how Prevea Health created a digital strategy to improve access to care in its rural markets. Hear how the strategy accurately matches patients and providers and engages patients up to the point of care.
Amber Allen, Executive Director, Primary Care, Quality and Innovation, Prevea Health (Green Bay, WI)
Jordan Pisarcik, VP, Growth and Customer Engagement, DocASAP
physician relations & sales
Centralizing Physician Business Development
Baptist Health undertook a massive restructuring of its physician business development teams, centralizing 17 sales reps under one leader and ensuring each assumes a stake in promoting system-wide inpatient and outpatient services. Learn how the model is driving new referrals, supporting existing ones, and improving Baptist’s reputation among influential community physicians.
Lissette Egues, VP, Baptist Outpatient Services and
Joanne Lopez, Director, Sales & Business Development, Baptist Health South Florida (Miami, FL)
Maximizing Patient Access, Provider Productivity, and Efficiency
Premier Health uses technology and relationship building to measure provider satisfaction, increase patient access, and cultivate engaged and productive physicians for long-term success and growth. Examine their coordinated approach for analyzing and monitoring physician performance.
Libby Donathan, Physician Relations Manager, Premier Health – Miami Valley Hospital (Dayton, OH)
Ty Tillery, Lead Client Strategist, Welltok (formerly Tea Leaves Health)
12:00 - 2:00p
Special Workshop Sessions
Advance sign-up for workshop sessions is required, although there is no extra charge. Please see Registration Form.
An Experience Activation: Lessons from Brand-Driven Experience Producers in Vegas
Whether you want to re-imagine your locations, interactions, or talent selection process, or create fully-activated brand-driven experiences, success depends on cultural alignment. Learn how to develop a brand-based experience strategy grounded in who you are and who you want to be.
Christine Holt, Chief Experience Officer, Holy Redeemer Health System, Spark! (Huntingdon Valley, PA)
Karen Owen, VP, Brand Storytelling, Holy Redeemer Health System (Huntingdon Valley, PA)
Cindy Rose, Marketing Consultant, Rose Development and Marketing, LLC
Podcasting: Highlight Your Expertise and Engage Your Audiences
More than half the country has listened to a podcast for information and entertainment. Wondering if this increasingly popular medium is right for you? Get an inside look at how to develop a successful podcasting strategy! Learn how podcasting can engage audiences and deliver content to the right people at the right time. Explore tools and techniques for recording, editing, producing, and distributing your podcast to gain a wide audience.
Amy Connelly, Marketing Manager, St. Louis Children’s Hospital (St. Louis, MO)
Ashley Schroeder, Events & Marketing Specialist, Bryan Health (Lincoln, NE)
Sharyl D. Smith, Regional VP, Marketing & Business Development, McLaren Health Care (Mount Clemens, MI)
Bill Klaproth (Facilitator), Director of Marketing & Podcast Talk Host, DoctorPodcasting by RadioMD
Physician Relations Field Techniques in a Competitive Market
Challenged with the same old physician relations approach, frustrated with economic pressures, or worried about the challenge of growing referrals? This interactive workshop will help field sales staff and managers alike raise the bar to build strategic relationships and ultimately earn the right referrals. Examine skills and messaging for today’s challenging practices. Learn how to apply relationship sales skills to gain commitments from internal and external customers, leverage relationships, and more.
Brad Jones, Physician Relations Director, West Florida Division, AdventHealth (Tampa, FL)
Jennifer Lofgren, Regional Director, Network Development, Loyola Medicine (Maywood, IL)
Susan Boydell, Partner, Barlow/McCarthy