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.


Issue & Crisis Communications: Successfully Navigate the Inevitable

COVID-19 or not, healthcare communications professionals are sure to face a major issue or impending crisis at one time or another. But many full-blown communications crises can be avoided with astute planning. Learn how to develop a proactive crisis communications plan that will mitigate reputational and financial risk, build confidence with key stakeholders, and protect leaders’ personal and professional reputations. Hear how to make a case for intensive crisis planning and bring together the right team to develop, and execute, crisis plans for any situation.

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


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.

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

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

David MarlowePrincipal, Strategic Marketing Concepts


The 3 S's of Content Strategy: SEO, Structure & Schema

As health systems advance their content strategies and embrace new tools and technologies for engaging with consumers, there’s a need to fundamentally rethink how content is created, managed, translated, and delivered. Examine the importance of SEO, structure, and schema for shaping a successful content and digital strategy. Explore fundamental ways to ensure structure is in the DNA of your marketing strategies.

Chris Boyer, Vice President, Digital & Marketing Intelligence, Beth Israel Lahey Health (Boston, MA)

Daniel Small, Director, Digital Strategy, Hartford HealthCare (Hartford, CT)

Martha van Berkel, CEO, Schema App


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

12:30- 1:45p

Strategic Marketing

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

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)

David A. Feinberg, Senior Vice President, Chief Marketing & Communications Officer, Mount Sinai Health System and Dean for Marketing & Communications, Icahn School of Medicine at Mount Sinai (New York, NY)

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

Beth Toal, Vice President, Communications & Marketing, St. Luke’s Health System (Boise, ID)

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

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.

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

Marie Mahoney, Sr. Director, Web & Marketing Communications, Rush University Medical Center (Chicago, IL)

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

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

Physician Relations & Sales

Physician Relations: Make Data Actionable

Data abounds in healthcare, but abundance creates complexity, and it can be a challenge for organizations to properly mine and utilize this resource. Learn best practices to leverage all types of available data, as well as the roles both leaders and physician liaisons should play. Hear how two organizations integrate data into their physician relations programs to achieve meaningful growth and to demonstrate impact.

Lino Cortina, System Director Sales Operations, CommonSpirit Health (Chicago, IL)

Adam Nichols, System Director Sales Operations, CommonSpirit Health (Chicago, IL)

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

Brian Borchardt, Senior Consultant, Barlow/McCarthy

Engagement Strategies

Women in Healthcare: Leadership & Mentoring

Women are significantly underrepresented in senior executive and board positions in healthcare. How can you overcome barriers to career advancement and equitable pay? Learn how to improve your leadership and technical skills while building a supportive network of peers. Let’s talk!

Speakers Coming Soon!

2:30 - 3:45p

strategic marketing

Strategies to Drive Market Growth & Success

In times of rapid change, having clear organizational growth strategies becomes paramount. Learn how expanding the ambulatory footprint and digital access are crucial to competing effectively. See how leveraging brand strength can enhance market growth. Hear about the emerging options for moving strategy from an acute care focus to true customer centricity.

Robin Wyatt, Vice President, Marketing, Northwell Health (New Hyde Park, NY)

Steven Gelineau, Senior Principal, Eastern Health Care Advisors LLC

Linda MacCracken, Principal Director, Consumer Engagement, Accenture

communication strategies

Take the Lead on SDoH: Lessons from Children's Hospitals

Nationwide, marketing and communications executives are taking the lessons learned during COVID-19 and applying them to SDoH moving forward. Examine the power of market research and voice of customer insights to inform content strategy and leverage authentic brand attributes. Learn how to leverage content distribution channels and social influencers aligned with your brand.

Deb Pappas, Vice President, Chief Marketing & Communications Officer, Connecticut Children’s (Hartford, CT)

Sarah Sanders, Senior Vice President & Chief Marketing Officer, Nemours Children’s Health (Jacksonville, FL)

Donna Teach, Chief Marketing & Communications Officer, Nationwide Children’s Hospital (Columbus, OH)

Jean Hitchcock (Facilitator), Chief Marketing Officer, Phoenix Children’s Hospital (Phoenix, AZ)

transform consumer experience

A Pragmatic Approach to Patient Lifetime Value

Lifetime value is a retention measure, but not all retention is equal. Gender, age, life transitions, and other attributes all impact potential LTV. Explore key value levers based on real-world research to understand the elements with the greatest impact on value over time. Hear how to deploy LTV insights to refine and accelerate growth strategies.

Adam Rice, SVP Marketing, CommonSpirit Health (Paradise Valley, AZ)

Suzanne Sawyer, SVP, Chief Marketing & Communications Officer, Johns Hopkins Medicine (Baltimore, MD)

Rob Grant, Chief Strategy & Innovation Officer, Healthgrades

Dave Griffith, VP, Analytics & Insights, Healthgrades

interactive & digital strategies

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

Cheryl Hodgson, Senior Account Director, LionShare, Inc.

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

physician relations & sales

Referral Strategies That Get Results

Turning referral “leakage” into “keepage” remains a key opportunity for growing volume. Examine new and innovative solutions for identifying where referrals are being lost and plugging the gaps. Learn how to look at and use data differently, implement referral management solutions, and improve reporting to gain leadership approval and

Jessica Clarke, Manager, Strategy & Business Development, Hackensack Meridian Health (Edison, NJ)

Anamika Desai, Network Director, Growth & Development, Hackensack Meridian Health (Edison, NJ)

engagement strategies

AI's Impact on Influencing & Engaging Patients

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, SymphonyRM

4:00 - 5:15p

Keynote Session

Work, Workforce & Workplace: The Future is NOW

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

Sig Shirodkar, Managing Director & Senior Leader, Talent & Organization, Accenture


5:15 - 7:00p

Opening Reception in the Exhibit Hall