Wednesday, May 2, 2018

8:00 – 9:15a  |  9:30 – 10:30a  |  10:45 – 11:45a  |  12:00 – 2:00p

8:00 - 9:15a

Marketing to People Not Like You: The New Market Segmentation

Today, diversity marketing–whether based on gender, race, age, life stage, language preference, sexuality, or special interests–is the new norm. By recognizing these differences and tailoring your services, message, or marketing efforts to reflect consumers’ uniqueness, you are validating the importance of a consumer group. Learn how to stretch your marketing muscles with Kelly McDonald. Hear about the hottest new market segments, how they’re shaping culture, and key emotional drivers for reaching them effectively.

Kelly McDonald, Marketing & Consumer Trends Expert; Bestselling Author

9:30 - 10:30a

strategic marketing

Benchmarking Your Marketing and Communications Efforts

Knowing how your budget, resources, and priorities compare with peers is equally as important as ROI if you want to plan for the future and justify your expenses to leadership. Examine key insights from a best-in-class marketing and communications benchmarking system, developed by and for healthcare marketers. Hear how this grassroots effort has resulted in a flexible dashboard that provides insights previously unavailable to healthcare marketers.

Peter Miller, Administrator, Marketing & Communications, Cleveland Clinic (Cleveland, OH)

John McKeever, Executive Vice President, Gelb Consulting

communications & engagement

Creating Customers for Life: Healthcare Access Edition

Companies like Amazon and Uber have set a high bar for customer experiences. Now, consumers expect the same type of seamless experience when interacting with healthcare providers. Learn how to leverage a retail strategy to not only provide urgent care access but also ensure that patients get connected to your primary care network for follow up and ongoing care. Hear how the strategy integrates access points and builds relationships that last.

Megan Pruce, VP, B2B Marketing & Communication, Vanderbilt University Medical Center (Nashville, TN)

Erinne Dyer, Executive VP, Growth, Envera Health

analytics, data & crm

Defining Healthcare Value

“Value” is at the core of ongoing efforts to reform healthcare payment and delivery. But, what exactly does value mean? Hear results from a comprehensive national study! Learn how patients, providers, and employers define value, including where they agree and where differences lie. Examine the marketing and strategy implications.

Amy Albo, Publisher, University of Utah Health, Executive Editor, Algorithms for Innovation and 

Robert Pendleton, MD, Chief Medical Quality Officer, University of Utah Health (Salt Lake City, UT)

interactive & digital strategies

Improving Population Health through Strategic Marketing Communications

As health systems continue to evolve from fee-for-service to a value-based, population health approach, communications that help people maintain a healthy lifestyle at a lower cost of care are vital. Learn how to apply marketing tools to increase the use of preventive screenings, keep people healthy, and encourage appropriate use of services. Examine the MarTech stack and data needed, as well as metrics to evaluate success.

Murray Friedman, Digital Marketing Director, Aurora Health Care (Milwaukee, WI)

physician relations & sales

Physician Relations Talent: Hire, Train, Develop, and Retain the Right Team

Having the right team in place, and knowing how to get the most out of them, is key to delivering results in today’s healthcare environment. Learn how to assess your current talent, determine what skills and capabilities may be missing, and implement solutions for addressing gaps—whether through internal development or new recruitment.

Becky Lathrop, Director of Physician Liaisons, Indiana University Health (Indianapolis, IN)

Summer Lesic, MNDOG Group Director, Provider Relations, Centura Health/St. Anthony Hospital (Lakewood, CO)

content strategy

A Continuum for Content Strategy

1/2 Day Session

Content marketing is scalable; there’s no one-size-fits-all approach. Learn how marketing leaders from three organizations have successfully taken different paths to connect with their audiences. Hear how to:

• Build and nurture a team of strategic storytellers
• Communicate the “why” of content marketing
• Set up content distribution strategies
• Pivot or persevere: experiment and fail fast
• Measure results, and — yes — monetize your efforts

Bring your questions for an interactive discussion!

Keith Fontaine, VP, Marketing and Branding, Hartford HealthCare (Hartford, CT)

Stephanie Petrucci, Manager, Social Media & Content Marketing, Cleveland Clinic (Cleveland, OH)

Matt Schwabel, Sr. Director, Integrated Marketing, Duke University Health System (Raleigh-Durham, NC)

10:45 - 11:45a

strategic marketing

Five Skills Today’s Marketing Executive Must Master for 2020 and Beyond

In the last 10 years, marketing has gone from one of the least tech-dependent business functions to one of the most. Hear about the skills marketing leaders must master to thrive, including: balancing art and science; managing ‘mobile-only’ customers; leveraging artificial intelligence and the IoT; exploiting video, local, and voice search; and harnessing the rise of the empowered customer.

Kelly Faley, Vice President, Web Strategies & Customer Contact Centers, Sharp HealthCare (San Diego, CA)

Kathy Divis, President, Greystone.Net

customer communication & engagement

Growing a Cancer Center Brand: An Omni-Channel Approach

To differentiate the Georgia Cancer Center from competition within the market and across the state, an omni-channel approach involving display, email, social, direct mail, outdoor, and TV was employed. Hear how the approach diminished confusion in the market and drove contribution margin from new and existing patients. Examine synergies across channels and KPIs beyond ROI. Learn how constant measurement optimizes the strategy.

Aubrey Hinkson, AVP of Marketing, Augusta University Health (Augusta, GA)

analytics, data & crm

Leveraging Access Data to Drive Consumers to the Right Doctor

UnityPoint’s marketing team partnered with clinical operations on digital, CRM, and social campaigns powered by provider access data. Hear how the data is used to direct patients to physicians with more immediate access. Learn how to connect marketing metrics with operations data, creating a dynamic dashboard for proving marketing’s impact in a way that matters to the C-suite.

Kasey Duffy, Executive Director, Marketing and 

Blake Long, Director, Marketing Technology, UnityPoint Health (Des Moines, IA)

interactive & digital strategies

Digital Strategies for Complex Health Systems

Savvy healthcare organizations need to balance system-focused brand promotion with hyper-localized clinic and provider strategies. Examine successful approaches, including how content optimization, design, and CMS functionality are used to promote hospital-based specialists as well as local and visiting specialists at regional clinics and telemedicine locations.

Marna Holley, Digital Marketing Manager, Gundersen Health System (La Crosse, WI)

Lindsey Meyers, Vice President of Public Relations, Avera Health (Sioux Falls, SD)

Ben Dillon, Chief Strategy Officer, Geonetric

physician relations & sales

Show Me More Primary Care Patients

The value of driving patient volume to primary care is in the lifetime value of that new patient. Examine strategies for connecting more patients to primary care providers and growing volume, including a New Mover program and a targeted regional messaging strategy incorporating digital marketing and direct mail.

Judith Ward, Director Marketing, University HealthCare Alliance, Stanford Health Care (Palo Alto, CA)

Caty Jennerjohn Wolf, Manager, CRM & Digital Marketing, WellSpan Health, (York, PA)

Tamara Cauton, Senior Strategic Account Manager, LionShare, Inc.

12:00 - 2:00p

Special Workshop Sessions

Advance sign-up for workshop sessions is required, although there is no extra charge.  See Registration Form.

Transforming Market Research: Building a Consumer Insights Capability

Consumer insights are essential for making smart decisions. Recognizing that, some healthcare organizations are creating consumer insights departments to coordinate many different types of data gathering, analysis, and dissemination. Learn what skill sets and tools are needed for an effective insights function. Hear how insights support decisions throughout the organization, from marketing to clinical to HR and operations. Take home resources and tools to help you gather insights, with or without a dedicated department.

Nadine Bendycki, Director, Market Research and Decision Support, University Hospitals (Cleveland, OH)

Darrell Beneker, Director, Consumer Insights, Aurora Health Care, Inc. (Milwaukee, WI)

Terri Goren, Principal, Goren & Associates, LLC

Rob Klein, Founder & CEO, Klein & Partners

Physician Relations: Present and Future Elements of Success

Increasing alignment and pressure for measurable value have changed the rules for physician relations. Join your colleagues to explore how to thrive in a time of change and prepare for the future. We’ll talk about data that always tells some of the story, but never all of it; finding your way in a tough environment; changing reporting relationships and expectations; and field strategies for the future. Come prepared to share!

Katie Alexander, Director of Physician Relations & Community Engagement, Tampa General Hospital (Tampa, FL)

Denise Rooney, Manager, Physician Outreach, Northwestern Medical Group (Chicago, IL)

Kriss Barlow, Principal, Barlow/McCarthy