Summit

Wednesday, October 6, 2021

9:00 - 11:30a

Pre-Summit Strategy Sessions

Advance registration is required for the Pre-Summit Strategy sessions, and a separate registration fee applies.

PRE-SUMMIT STRATEGY SESSION I

Develop Effective Healthcare Marketing Plans

Now more than ever, successful marketing requires a solid marketing plan, one that is grounded in an understanding of today’s most important issues and the organization’s own strategic objectives. Examine the issues that will shape marketing strategy in the next few years. Learn how to conduct a market audit; use the audit findings to develop a position, strategies, quantifiable objectives, and tactics for achieving those objectives; and establish metrics for measuring results, including ROI.

Cristal Herrera Woodley, Director, Marketing, Communications & Customer Engagement, Renown Health (Reno, NV)

David MarlowePrincipal, Strategic Marketing Concepts

PRE-SUMMIT STRATEGY SESSION II

Fast Track to Volume

Nationwide, healthcare organizations are challenged to earn back volume. So, it is no surprise that the pressure is on for physician relations executives to perform. Learn how to fast-track your teams to grow business and re-energize team members. Join us as we examine new strategies and tactics for growing business in a crisis, what it takes to get the field team committed and ready to try something new, and how to measure and communicate results.

Jarvis Archibald, Sr. Director, Network Development and Physician Engagement, Children’s Health (Dallas, TX)

Ann De Los Santos, Director, Physician Relations and Strategic Growth, Ascension Texas (Austin, TX)

Jennifer Lofgren, Regional Director, Network Development, Loyola Medicine (Chicago, IL)

Susan Boydell, Partner, Barlow/McCarthy

12:00 - 1:00p

communication strategies

The Future is Now: Transform the Digital Experience

Join digital leaders at leading healthcare organizations to learn how they’re using data and new tools to shape the consumer engagement experience. Hear how they’ve pivoted to address cultural, structural, and technical gaps. Examine how they’ve built resilient digital tools and teams to support their organizations, patients, and providers.

Mark Donahue, Manager Web Operations, Rush University Health System (Chicago, IL)

Aaron Johnson, Corporate Director, Digital Engagement, Penn Medicine (Philadelphia, PA)

Aaron Watkins, Sr. Director of Internet Strategy, Johns Hopkins Medicine (Baltimore, MD)

Dalal Haldeman (Facilitator), CEO, Haldeman Marketing, LLC

transform consumer experience

Keep Patients Engaged: Become a Trusted Source of Information

Today, people are inundated with communications and messaging. To keep patients engaged, healthcare organizations need to evolve their messaging. Examine how to provide focused messaging, address misinformation, and remain a trusted source of information. Hear how to get patients to keep their appointments and stay engaged in their healthcare journeys.

Sue Omori, Executive Director, Marketing Account Services, Cleveland Clinic (Cleveland, OH)

Tom Hileman, CEO & President, Hileman Group

interactive & digital strategies

Address Staff Burnout

Healthcare staff burnout has reached crisis level—and has serious implications for quality, safety, and patient experience, now and in the future. By addressing the underlying causes of burnout, health systems can improve staff wellbeing, which will translate into better patient care. Examine solutions to restore joy in medicine, improve resilience and wellbeing, and change the paradigm. Explore the role for marketing and physician relations in these efforts.

Sharon C. Kiely, MD, MPM, FACP, Vice President, Chief Wellness Officer & Associate Chief Medical Officer, Hartford HealthCare (Hartford, CT)

Emilie Ansel, Chief Executive Officer, Private Health News

physician relations & sales

Onboarding Aligns with Physician Relations for Success

Physician retention is more important than ever, and a well-organized onboarding approach can be a difference-maker. Learn how Spectrum Health used its physician relations outreach team to align strategic priorities with service line growth and integrate new physicians into the community. Examine elements and timing for onboarding success, tools to track and measure, and ways to successfully stage new doctors.

Deidre Weber, Director, Physician Relations, Spectrum Health (Grand Rapids, MI)

Mitzi Kent, Partner, Barlow/McCarthy

engagement strategies

Reassess Advertising Media for Engagement (LIVESTREAMED SESSION)

In order to drive awareness and effectively engage with consumers, Brown & Toland Physicians reassessed their use of advertising media. Examine the process, the ad products and targeting used, audience scale, and results. Look at the focus on millennials, the sandwich generation, and seniors, and the impact that adding music to the mix had on all.

Jennifer Jee, Vice President, Marketing, Communications & Community Outreach, Brown & Toland Physicians

Lee Ann Longinotti, Vice President – Healthcare & Pharma Vertical, Pandora – SXM Media

1:15 - 2:15p

communication strategies

Healthcare Communication Structure, Strategy & Culture: Forever Changed

COVID-19 has had a strong impact on healthcare communications, including the structure, strategy, and culture. How do you ensure that your marketing and communications function is built for success now and in the future? Join your colleagues and discuss how to tie strategy to organizational goals, engage stakeholders, shape the right teams, adapt skill sets, and MORE!

Christine Albert, Chief Marketing & Experience Officer, LCMC Health (New Orleans, LA)

Rose Glenn, Chief Communications & Marketing Officer, Michigan Medicine (Ann Arbor, MI)

Michael Knecht, Chief Marketing & Communications Officer, RWJBarnabas Health (West Orange, NJ)

transform consumer experience

Women in Healthcare: Leadership & Mentoring

Women are significantly underrepresented in senior executive and board positions in healthcare. Join us in an interactive discussion starting with how you can overcome barriers to career advancement and equitable pay. Then, explore strategies to improve your leadership and technical skills while building a supportive network of peers. Identify the resources available to help future women leaders. Let’s talk!

Kevin Fickenscher, MD, President, CREO Strategic Solutions & Board Member, The Carol Emmott Foundation

Anne McCune, CEO, The Carol Emmott Foundation

interactive & digital strategies

Authenticity is Not a Tactic: Building Trust in a Post-Pandemic World

2020 taught us that authenticity and vulnerability are must-haves in your content marketing mix. Let’s look at brands who did this well, brands who got it wrong, and brands that danced on the fine line. Learn how to build a framework for trustworthy content marketing in your organization, including planning, distribution, working across your company’s siloes, and trying some new tactics.

Ahava Leibtag, President, AHA Media Group

physician relations & sales

The Value of Field Intelligence in Physician Relations

Session description coming soon.

Veronica Campbell, Network Director, Physician Relations, HonorHealth (Scottsdale, AZ)

engagement strategies

AI's Impact on Influencing & Engaging Patients (LIVESTREAMED SESSION)

In healthcare, AI has demonstrated the most success when focused on growth, with tight ties to organizational strategy, rather than cost savings. Examine successful uses of AI for patient and physician engagement. Hear how metrics can be used to understand which initiatives perform best. Learn how to ensure that approaches aren’t perpetuating bias in race, gender, and other areas.

Ryan Younger, Vice President, Marketing, Virtua Health (Marlton, NJ)

Chris Hemphill, Vice President, Applied AI & Growth, Actium Health

2:15 - 3:00p

Sponsored by Yext

Coffee Break in Exhibit Hall

3:00 - 4:00p

communication strategies

Vaccine Communications: What's on Your Mind?

Communicating the ups and downs, ins and outs of vaccine mandates, political challenges, staff shortages, and employee controversies has been complex, frustrating, and downright exhausting. Join your colleagues for some frank talk about Delta and vaccine communications. Let’s talk!

Mary Briggs, System Director, Strategic Communications & Public Relations, Lee Health (Fort Myers, FL)

Michael Knecht, Chief Marketing & Communications Officer, RWJBarnabas Health (West Orange, NJ)

Lisa Worley, AVP, Medical Communications & Media Relations, University of Miami Miller School of Medicine (Miami, FL)

Susan Alcorn, Strategic Counselor, Alcorn Strategic Communications & Jarrard Phillips Cate & Hancock

transform consumer experience

Price Transparency: Boon or Bust for Providers

Price transparency…do you stay away, allowing others to venture there first and suffer possible, negative consequences, or do you seize the opportunity to be a leader and arm consumers with important information that helps them make good decisions? Hear proprietary national research on current consumer price perceptions. Then, join in a discussion as your colleagues react to the data.

Judit Tejada, Strategic Insights Consultant, Moffitt Cancer Center (Tampa, FL)

Ryan Donohue, Strategic Advisor, NRC Health

Michael Eaton, SVP, BVK

interactive & digital strategies

The State of Digital Marketing in Healthcare

Budgets are rebounding. Digital strategy is the number one hot job. Marketers are accelerating efforts in personalization. Examine these insights and more in this session on the 2021 Digital Healthcare Marketing Trends Survey. Learn how COVID-19 impacted everything from digital transformation efforts to telehealth adoption to digital ad spend. Plus, explore key staffing, budging, and website benchmarking data to see how you compare.

Ben Dillon, Chief Strategy Officer, Geonetric

physician relations & sales

Keep Physician Relations Staff Motivated, Focused & Aligned

With many factors disrupting traditional growth strategies, how can physician leaders clarify goals, simplify activities, and communicate market intelligence throughout the organization? Examine new strategies for field-based growth plans. Learn how to keep your team highly functional by understanding individual challenges, integrating with leaders, and partnering with physicians.

Brad Jones, Physician Relations Director West, Florida Division, AdventHealth (Tampa, FL)

engagement strategies

Integrate Digital & Marketing Automation to Grow Service Line Utilization (LIVESTREAMED SESSION)

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 Vice President, Health Communications, UConn Health (Farmington, CT)

Cheryl Hodgson, Senior Account Director, LionShare, Inc.

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

4:15 - 5:15p

Keynote Session sponsored by Persado

Work, Workforce & Workplace: The Future is NOW (LIVESTREAMED SESSION)

Leaders across industries are reconsidering the nature of work, the workforce, and the workplace. To be sure, new technologies and tools may drive the re-imagination, but at the core is human dynamics. How do you keep employees engaged, regardless of their physical workplace? What’s the role of the communications, digital, physician liaison, and marketing teams in building and maintaining engagement? What new technologies will have the greatest impact? There’s a lot to talk about! Join us for a moderated discussion with an expert panel.

Kaveh T. Safavi, MD, JD, Global Managing Director, Health Industry, Accenture

 

5:15- 6:45p

Opening Reception in the Exhibit Hall