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 MacRelentless Adaptation & Digital Innovation Speaker; Co-Host of the AI Effect

9:30 - 10:30a

strategic marketing

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)

communication strategies

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 KnechtSVP, Strategic Marketing & Communications, RWJBarnabas Health (West Orange, NJ)

Lisa SchillerChief 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 CannonSr. 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 KleppeDirector, Outreach & Engagement, University of Iowa Health Care (Iowa City, IA)

Penny Nichols, Director, Physician Outreach, Adventist Health (Roseville, CA)

Carlos SaenzVice President, Business Development, Mercy Health (St. Louis, MO)

engagement strategies

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 FongAssociate VP, Multi-Ethnic Marketing & Outreach, City of Hope (Duarte, CA)

Patricia PorterDirector of Marketing & Communications, Santa Clara Valley Medical Center: Hospitals and Clinics (San Jose, CA)

Mark MaricichCEO, Maricich Health

10:45 - 11:45a

strategic marketing

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 BartoloniDirector, Marketing, NYU Langone Health (New York, NY)

Larry Allen BowieSenior Manager, Sports Partnerships, Emory Healthcare (Atlanta, GA)

Jeff SofkaPresident & CEO, Bendigo Sports

communication strategies

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 LeeRegional Director, Marketing & Communications, Adventist Health (Portland, OR)

Ahava LeibtagPresident, 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 EguesVP, Baptist Outpatient Services and

Joanne LopezDirector, Sales & Business Development, Baptist Health South Florida (Miami, FL)

engagement strategies

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 TilleryLead 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 HoltChief Experience Officer, Holy Redeemer Health System, Spark! (Huntingdon Valley, PA)

Karen OwenVP, Brand Storytelling, Holy Redeemer Health System (Huntingdon Valley, PA)

Cindy RoseMarketing 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