Summit

Wednesday, May 22, 2019

8:00 - 9:15a

General Session - Sponsored by Evariant

Turn Marketing Data into a DataStory

Data is everywhere today and has oozed into every marketing function. Yet, if you overlay a story lens onto data, lovely narratives that can drive action arise out of it, says Nancy Duarte. StoryThinking helps suss out the emotion already in your data and humanizes it. Conveying data with meaning helps push internal initiatives along and bond customers to your brand. Join Nancy to learn how to tell a great data story, including how the best brands frame, humanize, and amplify their data.

Nancy Duarte, Communication Expert; Bestselling Author; CEO, Duarte, Inc.

 

10:15 - 11:15a

strategic marketing

Data-Driven Marketing: Ethics and Legal Concerns

We know more about our patients and their families than ever before. There’s so much information available, and our ability to mine this data for marketing AND clinical purposes is very appealing. All that information, and it’s all there for the taking. But should we use it? Can we use it? Is it ethical? Legal? Join your colleagues to explore the issues.

Patrick Charmel, President & CEO, The Griffin Hospital and Griffin Health Services Corporation (Derby, CT)

Tracey Klein, JD, Shareholder, Polsinelli

Michael Linnert, CEO & Founder, SymphonyRM

communication strategies

Marketing in the Brave New Consumer-Oriented World

Nurture programs for specialty care, new movers, or traditional health and wellness campaigns are important in acquiring and engaging patients. But, in a consumer-focused world, it’s not enough. It’s time for marketers to consider the entire patient life-cycle. Hear how to emphasize “well care” during the patient journey and engage patients during the gap between scheduling an appointment and the clinical visit. Let’s talk!

Paul Matsen, Chief Marketing & Communications Officer, Cleveland Clinic (Cleveland, OH)

Tom Hileman, CEO & President, Hileman Group

analytics, data & crm

Connecting Virtual and Physical Brands with the Consumer as Your Guide

Healthcare has hard-charged to provide eVisits, online scheduling, and useful websites. But what happens when a consumer transitions from this virtual front door to the physical experience of care? Explore the massive gap between online and physical offerings, as well as consumer demands in both worlds. Learn how to tie these worlds together to create a frictionless consumer journey.

Chris DuFresne, Director, Digital Experience, Allina Health (Minneapolis, MN)

Ryan Donohue, Strategic Advisor, NRC Health

interactive & digital strategies

Mastering Digital Location Marketing

Location Marketing—including physician profiles (not just office addresses) on your website and third-party websites, location directories, social media, and search engines—is often overlooked as a valuable online strategy. Learn how to develop a comprehensive location strategy that ensures accurate and consistent information and improves website traffic, search engine results, and physician profile views.

Sara Saldoff, Senior Director, Digital Marketing & Customer Experience, OhioHealth (Columbus, OH)

Stephen Strong, Director, Digital Marketing, Northwestern Medicine (Chicago, IL)

physician relations & sales

Physician Relations: Best Practices with Mergers and Acquisitions

Mergers, acquisitions, and consolidations create new challenges for liaisons. Examine the impact. Learn best practices for bringing the teams together. Hear what works and what doesn’t for uniting liaison teams, engaging new physicians, helping physicians adapt to new referral networks, and more.

Lori McLelland, Corporate Director, EHN Integration Outreach, Emory Healthcare (Atlanta, GA)

Marcy Traxler, Vice President, Business Development & Service Line Strategy, AMITA Health (Lisle, IL)

engagement strategies

A Physician Engagement Success Story

With more than 6,500 physicians across 175 locations, Hackensack Meridian Health needed a solution to effectively communicate and connect with providers. So they built a digital platform that combines clinical functionality with targeted communications. Examine the process and best practices from a pilot that achieved 100% physician adoption by saving providers time, while delivering insights to improve workflows and engagement across the system.

Jim Blazar, Chief Strategy Officer, Hackensack Meridian Health (Edison, NJ)

Ben Texter, EVP & Co-Founder, Digital Health Strategies

11:30a - 12:30p

strategic marketing

Healthcare Disruptors: Learning from Retail

Walgreens is entering into a variety of partnerships to help transform healthcare delivery, including a new partnership with Microsoft. Hear about plans to expand healthcare adjacencies, leverage patient engagement tools, and develop new solutions through partnerships. Learn how Walgreens is piloting consumer access to engage consumers in their own healthcare with hardware and devices.

Katie Lestan, Divisional Vice President, Health Systems, Walgreens

communication strategies

Building Personal Relationships Through Direct-to-Consumer Marketing

Consumers are online, researching health issues and seeking accessible, convenient care. Will the demand for convenience jeopardize relationships with primary care physicians? Or, can direct-to-consumer marketing strategies deepen these relationships while balancing the need for access and convenience? Learn how Ascension is leveraging targeted consumer marketing strategies from unexpected industries to transform marketing.

Nick Ragone, SVP, Chief Marketing & Communications Officer, Ascension (St. Louis, MO)

analytics, data & crm

A Better Consumer Experience with Online Booking

Piedmont Healthcare has become the industry leader in online booking, with consumers now able to book appointments with more than 800 employed or affiliated Piedmont physicians directly via piedmont.org. Examine the sophisticated marketing push to drive consumer use of online booking, which is expected to reach 13.5% by June 2019—in line with the restaurant industry average. Hear how Piedmont has retooled its wayfinding and access app, Piedmont Now, to prioritize online bookings.

Matt Gove, Chief Consumer Officer, Piedmont Healthcare (Atlanta, GA)

interactive & digital strategies

Using Data Analytics to Inform and Optimize Marketing

Understanding basic consumer demographics is not enough for today’s marketers. A deeper understanding of target audiences—and their ever-changing needs across the consumer pathway—is needed. Learn how to apply CRM analysis tools to efficiently target campaigns, compare and optimize ROI and conversion across channels, and maximize your marketing mix for optimal effectiveness.

Robin Oliver, Vice President, Marketing & Communications, Dignity Health (Sacramento, CA)

Brad Wensel, EVP & Chief Customer Officer, Healthgrades

physician relations & sales

Coaching Physicians to Improve Their Referral Partnerships

The art and science behind referral development is something most physicians are not exposed to in medical school, but it can significantly impact the success of their practice. Learn how to coach both new and established physicians so they can become stronger at building and nurturing referral partnerships. Hear tips for helping those who may be more introverted than their peers.

Crystal Bishop, Manager of Physician Relations and

Jamie McArdle, Physician Relations Representative, Tampa General Hospital (Tampa, FL)

Carrie Bennett, Vice President, Client Strategy, Marketware

engagement strategies

The Marketer's Role in Inclusion and Diversity

Nationwide, healthcare organizations are addressing diversity. How does language attract or deter diverse populations, including multicultural audiences and the LGBTQ community? How can we prepare our teams to deal with hatred? How do we help patients understand our mission and commitment to inclusion versus their “rights” to determine their caregivers? Hear how UVA Health is addressing these issues. Examine the internal and external messaging and communications.

Patricia L. Cluff, Chief Strategic Relations & Marketing Officer, UVA Health System (Charlottesville, VA)

12:30 - 1:45p

Luncheon & Speaker: Taking the Lead on Health and Wellness

With consumers, payers, and employers all expressing growing interest in health and wellness, it’s a perfect time for healthcare organizations to set an example for others. Dr. Mike Roizen will share how the Cleveland Clinic is leading the way—improving employee health and saving millions in healthcare costs in the process.

Michael Roizen, MD, Chief Wellness Officer, Cleveland Clinic; Chief Medical Consultant, The Doctor Oz Show; Author; Originator, RealAge.com

Dr. Roizen’s keynote is sponsored by Healthgrades

2:00 - 3:00p

strategic marketing

Let’s Talk: A Conversation with Google

Google sees a big future in healthcare, and is making significant investments in health, wellness, and life sciences. Hear from Google about their latest initiatives in the healthcare realm and what’s on the horizon.

David A. Feinberg, Senior Vice President, Chief Marketing & Communications Officer, Mount Sinai Health System (New York, NY)

Brian Cusack, Industry Director, Google

communication strategies

Surviving a Toxic Merger Environment

Is a merger on your horizon? Be prepared for an onslaught of criticism and opposition from politicians, insurers, labor, and local community groups! Be ready with an integrated response plan, including new messaging based on authentic community benefits, charismatic spokespeople, effective community outreach, and monitoring of thought leaders and influencers.

Dan Loeterman, Director, External Communications & Issues, Dignity Health (Rancho Cordova, CA)

Kathleen L. Lewton, Principal, Lewton, Seekins & Trester; Of Counsel, Padilla

analytics, data & crm

A Proactive HRA Strategy

Advocate Aurora Health has been leveraging Health Risk Assessments (HRAs) to build lasting relationships with consumers. Learn how consumers are empowered to tell marketing what their health concerns are and how the information is tied to targeted, automated marketing outreach. Hear how the strategy increases patient acquisition, loyalty, and ROI, while optimizing advertising spend across service lines.

Jay Keltner, Director, Integrated Marketing and

Tiffany Nguyen, Coordinator, Integrated Marketing, Advocate Aurora Health (Downers Grove, IL)

interactive & digital strategies

Strategic Mobile Initiatives to Enhance the Medical Home

Children’s Hospital of Wisconsin had offered a symptom checker app for a few years, but downloads and use were modest. So the app was repositioned to align with primary care. The result…support from Children’s network of clinics, followed by more parent interest, trust, and adoption! Hear how the initiative helped establish primary care practice as the medical home and how analytics helped chart the course.

Neal Linkon, Director, Marketing Operations, Children’s Hospital of Wisconsin (Milwaukee, WI)

Sue Riffel, CEO, AppCatalyst

physician relations & sales

Growing Referrals with a Small Liaison Team

Do you have a small physician relations team? Do you wonder how you are going to target all the physicians in your market?  Learn how to prioritize and execute initiatives based on organizational and service line goals, and how to measure success of tactics that work (or don’t) to continually improve referral rates. Take home resources and practical tools.

Laurel Hopkins, Manager, Physician Relations, Seattle Children’s Hospital (Seattle, WA)

Sarah Latorre, Sr. Director, Physician Referral Marketing, UMass Memorial Health Care, Inc. (Worcester, MA)

engagement strategies

Physician Onboarding for Practice Success

A well-structured onboarding plan is a must for successfully integrating new physicians into an organization, accelerating ramp-up, and improving physician retention. Examine models with measurable objectives and proven results. Learn how partnerships among physicians, operations, marketing, and business development can facilitate the onboarding process.

Kelli Romano, AVP, Marketing & Communications, Baptist Health South Florida (Coral Gables, FL)

Erin DiBacco, Director, Primary Care Development & Recruitment, Wellforce & Tufts Medical Center (Burlington, MA)

3:45 - 4:45p

strategic marketing

Competing with Consumer-Centric Pros

As if “traditional” competitors aren’t enough, new competitive ventures are rapidly emerging. Some are nimble, niche ventures; others are intimidating in scope and uncertain in impact. Prepare to face the giants! Hear new research on consumer receptivity to these new players and examine different scenarios for response.

Jeff Gross, Senior Vice President, Business Development, Wellforce (Burlington, MA)

Drew Palin, MD, President, Intellivisit

Michael Eaton, Senior Vice President, Brand+Lever

communication strategies

Rebranding a Healthcare Organization

Is your organization considering a rebrand? Join marketing executives who have led their organizations through recent rebrands to examine the challenges and lessons learned. Gain insights to guide your own strategy.

Kelly Jo Golson, Chief Marketing Officer, Advocate Aurora Health (Downers Grove, IL)

Suzanne Spruce, AVP, Chief Communications Officer, Northern Light Health (Bangor, ME)

Chris Bevolo (Facilitator), Executive Vice President, ReviveHealth

analytics, data & crm

Mapping Marketing to Moments: Using Content and CRM to Convert

A successful content strategy blends the art of creating editorial-quality content and the science of conversion-driven distribution to map content to key moments in customers’ lives. Learn how Northwell Health uses this approach with its new content brand, a media property that has an editorial soul and a CRM brain. Examine campaigns that are growing the audience and generating results.

Gina CzarkVice President, Marketing & Communications, Northwell Health (New Hyde Park, NY)

Andrew Hanelly, Partner, Revmade

interactive & digital strategies

Finding and Meeting Customers in Their Digital Journey

Consumers are at varying levels of adoption of digital tools for wellness, self-care, and care management. Learn how health systems are integrating personal and digital concierge strategies, such as BayCare’s TechDeck service, to help consumers progress along that path. Examine the approach, including how it is woven into ambulatory strategy and clinical practice, and what the results have been.

Ed Rafalski, SVP, Chief Strategy & Marketing Officer, BayCare Health System (Clearwater, FL)

Linda MacCracken, Senior Principal, Accenture

physician relations & sales

Maximizing PRM for Reporting

Bring your physician relations reporting into a new realm of sophistication! Most liaisons and sales professionals are already using PRM systems, or considering investing in one. What are the must-haves for optimal use? Learn what’s needed to maximize PRM for targeting, tracking, and reporting on your field efforts. Let’s talk about what works, what doesn’t, and what’s next!

Robert Perkins, Outreach Service Director, Intermountain Healthcare (Salt Lake City, UT)

Nancy Vanselow, Referral Development Manager, Children’s Hospital of Wisconsin (Milwaukee, WI)

Jean Hitchcock (Facilitator), President, Hitchcock Marketing & Communications

engagement strategies

Telemedicine: Success Beyond Technology

Successful telehealth programs begin with strong referral relationships. Learn how referral relations and telemedicine teams at Gundersen Health System work together to develop and maintain relationships with both internal and external providers, which allows for the ability to offer a wide spectrum of specialty services via telemedicine. Hear how telemedicine supports the “Care Close to Home” program.

Kimberly Hable, BSN, RN, Referral Relations Representative and

Jessica Easterday, BSN, RN, Program Manager-Telemedicine, Gundersen Health System (LaCrosse, WI)

4:45 - 6:30p

Reception in the Exhibit Hall