Tuesday, May 21, 2019
8:30 - 11:30a
Pre-Summit Strategy Sessions
Advance registration is required for the Pre-Summit Strategy sessions, and separate registration fees apply. See Registration Form for details.
PRE-SUMMIT STRATEGY SESSION I
Winning on Customer Experience
Customer experience is now a C-suite priority for healthcare organizations, driven by competition, transparency, and growing consumer power. But how do you define, design, and deliver valued experiences that drive brand differentiation and customer loyalty? Examine the role of marketing in experience management, including how to listen to customers and apply insights to experience design.
Chris Holt, Chief Experience Officer, Spark! Transformation Center @ Holy Redeemer Health System (Philadelphia, PA)
Carol Koenecke-Grant, Vice President, Strategy & Marketing, The Regional Medical Center (Orangeburg, SC)
Alpa Vyas, Vice President, Patient Experience, Stanford Health Care (Stanford, CA)
Kristin Baird, President/CEO, The Baird Group
PRE-SUMMIT STRATEGY SESSION II
Customer Lifetime Value
Understanding customer lifetime value is key to shaping marketing decisions, such as growth targets, budgets, and plans to drive growth and retention. But calculating lifetime value is complicated. Learn from marketers who are tackling the problem. Take home actionable benchmarks and best practices to identify the value levers that drive intended results, by line of business and by major customer segment.
Suzanne Sawyer, Vice President, Chief Marketing Officer, Penn Medicine (Philadelphia, PA)
Don Stanziano, Chief Marketing Officer, Geisinger (Danville, PA)
Rob Grant, Co-Founder, Evariant
Tom Heatherington, Senior Advisor, ADVI Health
PRE-SUMMIT STRATEGY SESSION III
Future-Ready Content: Search, Voice, and Chatbots
With consumers increasingly using voice and chatbots for web searches and interactions, new ways of thinking about how we create, manage, translate, deliver, and use content are required. Learn how to prepare your content for voice-driven search. Explore real-world examples of how organizations are using voice. Hear how and where to successfully incorporate chatbots. Take home actionable tips to optimize your content for an AI-driven future.
Kim Humby, Director, Emerging Technology & Innovation, Northwell Health (New Hyde Park, NY)
Amanda Todorovich, Senior Director of Content & Creative Services, Cleveland Clinic (Cleveland, OH)
Ahava Leibtag, President, Aha Media Group
PRE-SUMMIT STRATEGY SESSION IV
Audit and Evolve Your Physician Relations Effort
Is your physician relations model right for today’s environment? Examine a process for auditing your physician relations efforts to see what’s working and what’s not. Learn how to reorganize and refine your program to meet the challenges of physician relations in 2019 and beyond.
Leslie E. Burnside, FACHE, System Vice President, Network Affiliations, UNC Health Care (Chapel Hill, NC)
Rachel Donovan, Managing Director of Enterprise Marketing Strategy, Nemours Children’s Health System (Wilmington, DE)
Susan Boydell, Partner, Barlow/McCarthy
12:30 - 1:45p
Maximizing Employer Partnerships for Opportunities, Revenue & Growth
Developing partnerships, marketing strategies, and services with employers and their commercially insured employees is critical to survival in healthcare. Learn how to reach consumers at work as a trusted source and solution for key employers. Hear how to develop and leverage relationships that benefit your organization while helping employers meet employees’ health and wellness needs. Examine ways to assess ROI and identify premium services.
Jeff Carr, Corporate & Consumer Services Growth Officer, Inova (Falls Church, VA)
Cancer, In Other Words
It’s time for marketers to reconsider the aggressive metaphors around one of the fastest growing chronic diseases. Research has shown how patients view these metaphors, as well as their communication preferences. Hear how altering the messaging changes the response. Let’s change the conversation!
Chrisie Scott, Senior Vice President & Chief Marketing Officer, Virtua Health (Marlton, NJ)
Dean Browell, Co-Founder & EVP, Feedback
Lei Wang, Director of Consumer Insights & Research (and breast cancer survivor), SPM Marketing
Terri Goren (Facilitator), Principal, Goren & Associates, LLC
Analytics, Data & CRM
Improving Experience and Engagement Across All Interactions
Pairing data-driven marketing with your call center leads to improved personalized patient experiences, greater insight into marketing effectiveness, and more efficient resource distribution. Learn why creating personalized journeys is the smartest way towards patient acquisition and retention.
Mike Shepherd, SVP, Marketing and Public Relations, Franciscan Health (Crown Point, IN)
Amy Zylstra, Assoc. Executive Director of Contact Center, Penn Medicine (Philadelphia, PA)
Tanya Andreadis (Facilitator), Chief Marketing Officer, UCLA Health (Los Angeles, CA)
interactive & digital strategies
Digital Strategists: Defining the Role
The role of the digital strategist is critical to implementing digital tools and strategies. Yet, often multiple people hold that job title, but report to different departments (marketing, IT, clinical) and never work together. Learn how to work collaboratively across departments to forecast strategic growth, implement CRM and other tools to track the patient journey, and more.
Chris Boyer, Director of Digital Strategy & Analytics, University of Minnesota/Fairview Hospital (Minneapolis, MN)
Ann Goldman, Executive Director, Analytics & Digital Strategy, MultiCare Health System (Tacoma, WA)
physician relations & sales
Legal Issues and Considerations for Physician Relations
The Federal Stark Law and Federal Anti-Kickback Statute, along with other rules and regulations, affect what hospitals can and cannot do in the area of physician relations. What are the rules for working with private practices vs. employed specialists? Can physician relations staff receive incentive compensation? Are there legal ramifications surrounding work on leakage/keepage? Get the latest updates, as well as guidelines for working with inside legal counsel.
Roger D. Strode, JD, Partner, Foley & Lardner LLP
Engaging Audiences with Live Video Broadcasting
Facebook LIVE and other live video platforms offer powerful opportunities for engaging consumers and showcasing physicians and services. But what does it take to prepare and coordinate successful live events? Learn how to identify relevant themes, select appropriate “stars,” and design a live broadcast plan. Hear how to encourage community interaction in real time and identify and tell powerful stories.
James Sims III, Manager, Social Media, Northwestern Medicine (Chicago, IL)
Rebecca Stewart, Senior Director, Content and Executive Messaging, Hartford HealthCare (Newington, CT)
Learning from Other Industries: Re-Imagining Healthcare Marketing
As healthcare marketers grapple with the challenges of an increasingly consumer-driven industry, what can be learned from other industries? Hear from executives who are transforming marketing strategy with ideas from “outside.”
Preston Gee, Vice President, Strategic Marketing, CHRISTUS Health (Irving, TX)
Kevin Mabbutt, SVP & Chief Consumer Officer, Inmountain Healthcare (Salt Lake City, UT)
Kristen Wevers, SVP, Chief Marketing & Communications Officer, UC Health (Cincinnati, OH)
David Perry (Facilitator), Senior Advisor, Stanford Health Care (Palo Alto, CA)
Reaching the Senior Market
With more than 10,000 people turning 65 every day and Medicare making up the majority of most hospitals’ revenue, health systems need to position themselves as the experts for caring for older adults. Learn how Aging Boomers are driving shifts in behavior, attitudes, and expectations for senior care. Examine acquisition and retention strategies for an increasingly digitally-sophisticated population, and the importance of appealing to caregivers.
Suzanne Hendery, Chief Marketing Officer & Vice President, Renown Health (Reno, NV)
Dan Ansel, Founder/CEO, Active Daily Living
Analytics, Data & CRM
Protect Marketing Investments with Irrefutable Data
Historically, healthcare marketing departments have been viewed as cost centers—and frequent targets for budget cuts. Learn how to position marketing as a volume-driving department. Hear how to build the right technology stack and create a data-centric culture so you can defend marketing budgets and persuade leadership to expand marketing investments.
Tammy Jones, VP, Marketing, Novant Health (Charlotte, NC)
Scott Mowery, Senior Director, Digital Operations, Cleveland Clinic (Cleveland, OH)
Lori Riggs, Division VP of Enterprise Marketing, Kindred Healthcare (Louisville, KY)
Nathan David (Facilitator), Founder & Lead Consultant, Meta Impact
interactive & digital strategies
Consumer Experience Starts With a Conversation
In a matter of years, consumers have gone from relying on online search to adopting conversational interfaces like AI-driven smart speakers and chatbots for information. Learn how Orlando Health adopted a conversational platform as part of its service line strategy. Hear how chat helps Orlando better understand the needs of patients while also delivering a better experience. Hear data on consumer and organizational response.
Daniel Ruyter, Director of Digital Marketing Strategy, Orlando Health (Orlando, FL)
Brian Gresh, President, Loyal
physician relations & sales
Quantifying the Value of Your Physician Relations Program
As physician relations teams evolve, leaders are being asked to manage systems, interpret data, motivate people, and deliver results. Finding ways to quantify and communicate the value of these programs to leaders and key stakeholders can be a challenge. Learn what to measure, how to automate tracking, and how to communicate the strategic impact of your team using data and storytelling.
Paul Casbergue, Senior Vice President, Strategy & Business Development and
Anamika Desai, Network Director, Growth & Development, Hackensack Meridian Health (Edison, NJ)
Creating Value from Reputation Management
Are you wondering how to “do reputation management right”? Examine the unique aspects of reputation management in healthcare, barriers to success, and the must haves: data management, monitoring and responding, and requesting. Learn how to get everyone on board—from physicians to operational teams.
Annie Haarmann, Senior Director, Experience Optimization, Marketing and Communications, Ascension (St. Louis, MO)
Jon Schepke, Vice President, Strategic Partnerships, Reputation.com
4:00 - 5:15p
General Session - Sponsored by Healthgrades
Disrupting Disruption: How Data and Technology Will Shape Your Future
We live in a culture of change, with unprecedented access to data, and the Uber-ization of everything. Artificial Intelligence … Virtual Reality … Voice … these are but a few of the new, dramatic realities disrupting healthcare and forcing a rethinking of the future. And, maybe it’s less about the evolution of technology and more about how consumers use it to make healthcare decisions. Join Mitch Joel to examine how data and new technologies will shape the future.
Mitch Joel, Founder, Six Pixels Group; Innovator; Bestselling Author