Wednesday, May 18

7:00 - 7:50a

Summit Sunrise Breakfast: Let's Talk

Join us for an energy-charged, crowdsourced idea exchange where we’ll tackle four of the biggest challenges in healthcare and solicit ideas from the best and brightest panel—all of you! The content generated in this session will be turned into a thought-starter whitepaper to be published by the Forum later this year—and we want you to be included. Come ready to participate, submit your best ideas, and hear from others across the industry on how healthcare strategists from every discipline can help shape the future of healthcare. (And for the awesome coffee and continental breakfast!)

Hosted by Kriss Barlow, Joel English, and Daniel Fell

8:00 - 9:15a

Keynote Session Sponsored by DeliverHealth

Strategic Resilience: Winning in the Post-COVID, Value-Based Environment

Recovering from volume declines post-COVID, ongoing reimbursement pressures, rising expenses, continued investment in value-based care and other concepts that transfer risk…the pressures on healthcare organizations are many. What does it take to “win” in this increasingly turbulent environment? Join renowned healthcare industry expert Nate Kaufman for a look at practical, proven solutions for success—in both the short- and long-term.

Nathan S. Kaufman, Managing Director, Kaufman Strategic Advisors

Coffee Break Sponsored by Enqbator

9:15 - 9:30a

9:30 - 10:30a

Strategic Marketing

The Key to Driving Service Line Volume

University Hospitals leverages targeted digital tactics and personalization to increase patient volume across a variety of service lines, including oncology, cardiology, and pediatrics. Examine the strategy, including targeting, ad mediums, and messaging used to generate thousands of registrations and appointments. Hear results.

Joanna Laytin, VP, Brand Marketing, University Hospitals (Cleveland, OH)

Michele Madaris, Media Director, Boathouse

Anna Clement, Director, Healthcare Vertical, Pandora

Communication Strategies

A Roadmap to Address Racism

Mount Sinai Health System is committed to integrating diversity, equity, and inclusion (DEI) practices into the fabric of its culture. Hear how Marketing & Communications staff created a DEI roadmap to support their efforts and ability to authentically connect with diverse communities by instilling and upholding anti-racist practices.

Pam Abner, VP, Chief Diversity Operations Officer and

Kaylyn Kendall Dines, Manager, Marketing & Communications and

Karen Wish, Chief Marketing Officer, Mount Sinai Health System (New York, NY)

interactive & digital strategies

Revamp Your Web Presence: From the Inside Out

By taking an “inside out” approach to web development, healthcare organizations can improve the overall web experience, and drive conversions, in a manageable and cost-effective manner. Examine the approach, which optimizes high-value interior content sections, then tests the effectiveness of new content and templates, and scales the lessons learned across the site.

Pamela Landis, Vice President, Digital Engagement, Hackensack Meridian Health

Aaron Watkins, Sr. Director of Internet Strategy, Johns Hopkins Medicine

Lisa Williams, Senior Director, Growth & Loyalty, PeaceHealth

John Simpson, Co-CEO & Co-Founder, Digital Health Strategies

innovation & transformation

Embrace Transparency to Transform the Experience

Renown Health increased transparency in the patient review process, adding physician star ratings from patients on Google and their website, and adopting a fresh approach to CAHPS surveys. Hear the research and the quantifiable results, including support of caregivers in providing compassionate care and new heights in patient satisfaction ratings.

Suzanne Hendery, Chief Marketing & Customer Officer, Renown Health

Karla Cardoza, Consultant, Patient Experience, PRC

Andy Ibbotson, CEO RatingsMD

Engagement Strategies

Enhance Reputation & Diversity with Strategic Communication

Partnering with Department of Surgery leaders, the communications team at Michigan Medicine amplified diversity, equity, and inclusion initiatives and conducted outreach on multiple platforms to strengthen recruitment. Hear how the strategy led to a more diverse faculty and resident candidate pool and an enhanced reputation for inclusivity.

Erin Larowe, Communication Director, University of Michigan Medical School and

Colleen Stone, Communication & Digital Strategist, Department of Surgery, Michigan Medicine

physician relations & sales

Physician Relations in a Hybrid World

Getting your foot in the physician’s office door has long been the goal of physician relations executives. Examine how, and when, to engage physicians, as well as office staff, both virtually and in person. Hear how to create a hybrid strategy, driven by research and technology, to deliver quality content, promote service lines, and more.

Laurel Hopkins, Director, Physician Relations, Seattle Children’s

Chad Woehrle, Physician Liaison, Ann & Robert H. Lurie Children’s Hospital of Chicago

10:45 - 11:45a

strategic marketing

Patient Share of Care: Measuring Brand Loyalty

Patient “share of care” is a revenue-based measurement that gauges the depth of customer relationship. Learn how to implement share of care as your primary measure of patient brand loyalty and develop realistic growth objectives for increasing patient share of care. Examine results, lessons learned, and best practices from multiple health systems.

David Mangan, VP, Marketing & Communications, Sparrow Health (Lansing, MI)

DJ Sullivan, Director, HSG

communication strategies

The Good, the Bad & the Ugly: Exploring the 3 Hottest Trends

Mystery revealed! Explore the top issues for healthcare leaders right now: recruiting and retaining employees, navigating high-stakes payer fights, and assessing the impact of private equity dollars flowing in and around the organization. Hear the implications, what you need to know, and the vital role Marcom professionals should play.

Hollie Adams, Partner, Health Services Practice Leader and

Tim Stewart, Senior Vice President, National Practice, Jarrard Phillips Cate & Hancock

interactive & digital strategies

Reimagine the Intranet to Boost Employee Engagement

An interactive, personalized intranet is essential for building employee engagement. Evaluate expectations and challenges. Learn how to determine what content is most important, how design can promote staff acceptance, how employee publications can drive intranet traffic, and how to study and adjust using data to measure success.

Sherrie Voss Matthews, Director, Internal Communications, University Health

Daniel Small, Sr. Director, Digital Strategy and

Hilary Waldman, Director, Corporate Communications, Hartford HealthCare

innovation & transformation

engagement strategies

Beyond Clicks, Open Rates & ROI: Tracking Marketing's Impact on Patient Lives

Patient volume, ROI, revenue growth, HEDIS measures, and more are all metrics that healthcare marketers care about and are measured against. But what about the impact on patients’ health and lives? Examine Virtua Health’s always-on breast health campaign and how it touched and impacted more than 1,300 lives. Hear how marketing results are tracked all the way to appointments and diagnosis.

Ryan Younger, VP, Marketing, Virtua Health

physician relations & sales

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. Examine the approach and 6 elements to achieve collaborative success.

Christina Choate, Physician Relations Consultant and
Erin Heath, Network Development Manager and
Courtney Lauer, Marketing Manager, University of Utah Health

12:00 - 2:00p

Special Workshop Session

Virtual First: Whether/Where to Go for Care

A new virtual first health plan and care delivery model disrupts the idea of scheduled in-person visits as the starting point for care. Examine the consumer science and care model redesign behind Wellforce Clinically Integrated Network. Explore an AI-assisted virtual first, smart-routing customer interface. Mobilize clinical, digital/technology, and operations teams to bring it to market.

Megan Cardoso, MD, Medical Director for Population Health, Lowell General Hospital Physician Hospital Organization

Michael Eaton, Strategic Advisor for Network Innovation, Tufts Medicine Integrated Network

Camille Strickland, Senior Vice President, BVK

Special Workshop Session

Integrate Digital & Marketing Automation to Grow Service Line Utilization

Demonstrating which channels and messages are driving patient engagement is a must for healthcare marketers. Hear how SEM, paid social media, and marketing automation can be coordinated and optimized to deliver results. Learn how your CRM can demonstrate metrics—from leading indicators to downstream encounters/ payments generated by marketing efforts.

Cathie Cannon, Assistant VP, Health Marketing, UConn Health

Cheryl Hodgson, Senior Account Director, LionShare, Inc.

Jeff Steblea, Director of Business Development, NE, Eruptr, LLC

Special Workshop Session

Physician Relations: Align, Engage, Let's Make it Happen

Organizations are pushing their teams. How will you respond? We’ll talk about data, alignment and change, and field  strategies that add value for the future state. What comes next? Join your colleagues to explore how to take the learnings of 3 days and create the right plan moving forward. Come prepared to share.

Drew Pensyl, Corporate Director, Marketing Referral Development, Penn Medicine

Kriss Barlow, Principal, Barlow/McCarthy