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Webinars
Recorded on Tuesday, October 29
The Healthcare Marketing Puzzle: Measuring the Impact of Advertising
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From researching early symptoms to scheduling an appointment with a healthcare provider, patient journeys are a complex puzzle, with pieces spanning online and offline experiences across multiple channels. Programmatic advertising allows healthcare marketers to engage patients throughout this intricate journey, gathering data across every interaction that contributes to the overall picture. Yet, measuring the value and impact of media efforts remains a significant challenge.
Join Julie Simpson, Associate VP, Communications & Marketing, UF Health Jacksonville; Jim Brown, CEO, Partner, MBB; Ted Sweetser, VP of Advertising Partnerships & Strategy, PurpleLab; and Oscar Rondon, SVP of Product & Partnerships, MiQ, as they dive into how to piece the puzzle together and measure impact across the entire patient journey. This lively discussion will explore practical solutions for:
- Unifying siloed healthcare data to build a more precise target audience
- Reaching that audience across their entire journey through the power of programmatic media buying
- Measuring advertising impact in terms of patient touchpoints to prove campaign ROI
Don’t miss the opportunity to discover how to assemble the pieces of your healthcare marketing measurement puzzle, ensuring every interaction contributes to a clearer and more impactful overall picture.
Recorded on September 18, 2024
Customer Experience: A Call-to-Action for Healthcare Marketers
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Increasingly, healthcare marketing executives are assuming responsibility for functions around consumer, patient, physician, and staff experience. Who better than the marketing leader to become the voice of customers—both within and outside of the organization—to bridge the gap between clinical services and patient needs?
In this webinar, you’ll hear how marketing and digital executives are addressing these new responsibilities head on by building on existing processes and toolsets. Join four leading healthcare executives as they share how they are building team structures, digital strategies, and ROI measurements to prioritize the expectations of healthcare consumers and turn experience into a competitive advantage.
You’ll learn:
- how to adapt marketing strategies to address consumer, patient, and provider experience without derailing other marketing priorities and investments
- what digital tools are needed to enhance consumer experience, and how to evaluate and deploy them effectively
- how leading health systems are measuring the ROI of experience and building consensus within their executive teams
Featuring:
Crystal Broj, Chief Digital Transformation Officer, MUSC
Craig Kartchner, Chief Marketing & Customer Experience Officer, HonorHealth
Jeremy Rogers, Executive Director, Digital Marketing & Experience, Indiana University Health
Nardeep Singh, Manager of Marketing Technology, Renown Health
Justin Dearborn (Moderator), Founder & CEO, Praia Health
Recorded on Tuesday, July 16, 2024
Beyond the Noise: Where Claims Data Science Meets Interpretation
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Healthcare provider organizations widely acknowledge the critical role of analytics on healthcare reference, affiliation, and real-world market insights. Yet, according to a recent survey conducted by Definitive Healthcare and a third-party research firm, only 42% say they have the data and insights they need. Effectively harnessing data’s potential requires overcoming challenges around accuracy, completeness, and interpretation.
This webinar dives into the universal roadblocks everyone faces when working with provider, location, and claims data. Join Brandon Sherrets, Associate Director, Strategy and Business Development, UCLA Health; Leah Shea, VP, Product, Definitive Healthcare; and Emilio Ruocco, VP, Provider and Market Solutions, Definitive Healthcare, as they examine the causes of common data challenges and how to work through them to maximize your organization’s investment. Explore practical solutions for:
- Taming provider directory chaos: Strategies for ensuring accuracy and completeness.
- Cutting through the claims data noise: Techniques to understand and handle inconsistencies and variability.
- Referral analytics: Separating truth from irrelevant or misleading data.
Recorded on Wednesday, June 26, 2024
Patient Acquisition Marketing: Solving for the Most Common Challenges
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Countless tools and strategies are available for building successful patient acquisition programs, yet healthcare marketers repeatedly encounter the same challenges. Time and time again, organizational executives have differing requests. At the same time, marketers are often unable to gain access to the data they need. In the end, C-Suite executives too often ask the question, How do you know these patients wouldn’t have come to us anyway?
Join Erica Tyner, Account Manager, Precision Marketing, Adventist Health, and Trish Brawner, EVP, Client Services; Anne DiNapoli Block, Managing Director, Data Solutions & Analytics; and Josh Donaghue, VP, Tradigital Media, BPD, to examine the challenges. You’ll hear actionable insights, case studies, and practical tips to help you navigate the everyday challenges of building a successful, provable patient acquisition program, including:
- Tips for balancing conflicting asks from service line leaders
- Ways to gain access to the data you need even when IT says no
- Where to begin to effectively segment your audiences
- Strategies for building an ROI model your C-Suite can get behind
Recorded on Tuesday, June 11, 2024
Turn Big Data into Big Revenue Using AI, Automation & Digital Transformation
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By radically improving patient access, engagement, and outcomes, Banner Health is driving millions of dollars of additional revenue each year. Let’s peer behind the curtain of the innovations driving the growth: an intelligent digital front door, a centralized contact center, and a personalized messaging platform, all of which are built on large data models and leverage advanced AI technologies.
In this webinar, Brock Bassetti, Chief Digital Access Officer, Banner Health; Chris Pace, Chief Digital Marketing Officer, Banner Health; and Ben Seyden, Vice President, Healthcare Strategy, Salesforce, examine:
- How Banner Health’s digital front door eases the communication process for patients while also proactively facilitating delivery of medical services.
- How Banner’s centralized contact center empowers non-clinical agents to schedule the right patients to the right provider at scale and improves patient satisfaction, clinical safety, and slot utilization.
- How Banner’s high-scale, flexible patient data management platform liberates siloed consumer data, enabling delivery of seamless, personalized patient experiences across all channels.
Recorded on Tuesday, May 21, 2024
Your Ultimate Healthcare Business, Brand, Experience & Culture Playbook
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In this new era of healthcare, creating a deeper, more human connection with consumers is paramount. The new Humanizing Brand Experience Vol 7 report, informed by more than 26,000 consumers, provides a clear definition of what people want from health, care, and wellness organizations and a clear roadmap to create a more human relationship.
Join Monigle’s Grant Mason, Executive Director, Insights, and Dave Middendorf, Executive Director, Health, Care and Wellness, to hear highlights from Humanizing Brand Experience Vol 7, the playbook that unlocks opportunities you can leverage today and tomorrow to drive business, brand, experience, and culture change in your organization. We’ll dive deep into the new study results, including national healthcare trends and implications. Plus, we’ll reveal the full brand rankings of more than 200 of the most human brands.
Be among the first to:
- Understand key national trends around consumer engagement, systemness, access, generational shifts, personalization, wellness, listening, and more
- Dig into the Intellectual, Emotional, Sensorial, and Behavioral dimensions and top attributes that are proven to drive consumer choice and advocacy
- See the rankings of the top 200+ most human brands
- Examine implications and key takeaways to help you prioritize your efforts for maximum impact
Recorded on Thursday, May 16, 2024
Launch, Scale & Optimize Your Digital Self-Service Offerings
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Nationwide, there is a seismic shift in the consumerization of healthcare. Increasingly, consumers want a more connected, and personal, healthcare experience. And, they’re letting their preferences be known. Consumers prefer, and increasingly demand, digital self-service. Whether it is scheduling, check-in, or payment, patients want to do it online.
This webinar examines the current landscape of digital self-service in healthcare. Join Holly Bullion, Clinical Informatics Consultant, Harbor Health; Leigh Bouskila Turk, Manager, NCPS Patient Access, Nicklaus Children’s Health System; and Deirdre A. Fenick, SVP of Customer Success & Support, Kyruus Health, to explore approaches you can adopt to meet consumer preference for convenience while also boosting operational efficiencies for staff. You’ll learn:
- How to strategically deploy self-service tools including search, scheduling, and check-in to effectively drive impact and accelerate time to value
- How digital leaders can ensure the find-care experience on their website is connecting patients to the right care
- How organizations can expand upon their self-service offerings over time, guided by insights from consumer demand
Recorded on Thursday, May 9, 2024
Clearer Insights, Healthier Outcomes: Data-Driven Strategies for Modern Providers
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Healthcare chief marketing officers (CMOs) are challenged with balancing growth strategy and execution amidst increased demand and reduced capacity, budget constraints, and evolving customer expectations. The ability to understand and leverage data will be key to success.
Join Amy Comeau, Vice President, Marketing, Emory Healthcare, and Milissa Holland, Managing Director, Healthcare & Life Sciences, Coastal, to examine how to turn big data challenges into opportunities. You’ll learn how to:
- Harness the power of your data: Discover the tools and methods CMOs use to make real-world decisions based on health system data.
- Set and achieve clear goals: Use data to define your healthcare initiatives and track progress with measurable outcomes.
- Create better patient experiences: Learn how data fuels marketing strategies that directly improve patient engagement and satisfaction.
Don’t miss the opportunity to see how data can drive real results for your organization!
Recorded on Tuesday, March 19, 2024
Unlocking the Power of First-Party Data: Mastering Patient Acquisition, Engagement & Retention in Healthcare Marketing
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Today’s healthcare marketers understand the importance of putting privacy first. In doing so, they are focusing on first-party data collection, which unlocks new tactics at every step of the patient journey, all while complying with HIPAA guidelines.
In this webinar, Ray Mina, VP of Marketing at Freshpaint, explores the critical role of first-party data in maintaining HIPAA compliance, controlling data sources, and preventing unauthorized sharing with third parties like Google or Meta. You’ll learn:
• The benefits of first-party data, including its ability to enhance patient experiences without compromising protected health information
• Practical strategies for collecting first-party data, including essential steps and tools such as Healthcare Privacy Platforms, Analytics, CRM, and Warehousing
• How to scrub your website of unauthorized third-party tracking tools
Recorded on Thursday, February 8, 2024
Humanizing Content: Leveraging Segmentation to Deliver Personalized Communications
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The next generation of consumers is reshaping expectations for their health, care, and wellness. The result … a shift in communications with a focus on personalized content delivery. Join Chrisie Scott, SVP & Chief Marketing Officer, Virtua Health; Ryan Younger, VP, Marketing, Virtua Health; and Grant Mason, Executive Director, Behavioral Insights, Monigle, to explore how segmenting individuals based on their specific needs, preferences, and challenges can foster a more personalized approach.
While attitudinal segmentations often face implementation challenges, this webinar will showcase how Virtua Health used advanced analytics to successfully connect these segments to an entire patient database, enabling the delivery of targeted content with impactful and measurable results. Examine:
- What’s driving the growing need for customized content, and the seven segments of healthcare consumers—who they are; what matters to them; and their healthcare challenges, characteristics, and preferences
- The process used to fuse attitudinal segments to an actual patient dataset
- How Virtua Health socialized and activated the segmentation to create personalized content that meets the varying needs of each segment and deliver new levels of engagement
Recorded on Wednesday, November 15, 2023
Healthier Marketing Strategies: Driving Acquisition & Conversion with Data-Driven Marketing
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Booking appointments. Browsing services. Searching for providers. Patients and consumers are increasingly looking to address healthcare needs online, and to do so quickly and easily.
At the same time, privacy and HIPAA compliance remain a top priority. This adds complexity for healthcare teams looking to create frictionless digital experiences that keep pace with user expectations.
In this webinar, Adam Graves, Senior Director, Marketing Measurement, Analytics & Insights, Memorial Sloan Kettering Cancer Center; Richard Briddock, SVP of Strategy & Analytics, Cardinal Digital Marketing; and Aaron Brox, Director of Solutions Engineering, Heap discussed how to leverage behavioral data to engage patients at each step of their journey to find care, while managing data governance and maintaining compliance.
Recorded on Tuesday, October 3, 2023
More Than a Billboard: What You Need to Know About Today's Patient Experience
For healthcare consumers, there’s nothing scarier than a health crisis that affects a loved one. For the caregivers, the next steps are often clouded by fear and confusion. Even for those who work within the healthcare system, navigating care can seem daunting.
In this webinar, you’ll hear from two seasoned healthcare executives who learned how clear content and a strong community can help light the way. Ahava Leibtag, with 20 years of healthcare content marketing experience, saw firsthand how important content is when navigating her daughter’s health crisis. And, Dean Browell’s experience in social listening and behavior guided him to communities for support as he lived the caregiver’s experience with his daughter.
Watch now to hear their personal experiences, along with practical ways to help caregivers navigate their new realities.
Recorded on Tuesday, July 18, 2023
The Power of Predictive Data: How MetroHealth Achieved 70:1 ROI
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Growth for health systems is not easy, and the shift to advancing technologies is making it even harder. While growth can come from many different angles—including new service line offerings, improved patient outreach, and everything in between—data often plays a crucial role in the success of these initiatives.
Join Aimee Smith, Marketing Director – Service Lines, MetroHealth, Brian Wiszniewski, Marketing Manager, Clinical Services, MetroHealth, and Danny Fell, Senior Strategist, Optum, to examine the power of predictive data. You’ll learn how marketing leaders at MetroHealth realized a 70:1 return on ad spend by leveraging predictive data and consumer insights to analyze their market and reach patients that are likely to need specialty services.
Recorded on Tuesday, July 11, 2023
Improving SEO & Patient Acquisition with a Headless CMS
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Nationwide, consumers have a rapidly growing number of healthcare options from which to choose. And, with ever increasing patient expectations, that’s good! But it also presents a challenge for healthcare organizations: how to better understand, and exceed, patient and consumer expectations across their journey.
Flexible technology would be the obvious solution. But the truth is that not all tech stacks are built with a cohesive consumer experience in mind—and providers and payers can’t rely on legacy platforms to get the job done.
Join Matt Klawitter, Senior Digital Access Strategist at Beacon Health, and Carrie Liken, Head of Industry for Healthcare at Yext, to hear how Beacon Health used a technology-first approach to create frictionless experiences for consumers. Instead of relying on monolithic technology, Beacon leaned into the concept of a headless CMS approach to find success in everything from improved SEO to increased appointments. Learn how they connected platforms, content, provider data, and appointment scheduling capabilities to enhance patient experiences, increase satisfaction, and ultimately drive appointments.
Presented on Tuesday, June 20, 2023
Gun Violence...Voices of Experience
Nashville. Uvalde. Tulsa. Highland Park. Buffalo. East coast to West…rural to urban. Red states and blue states. Every day, another headline. Another tragedy.
More communities than ever are being impacted by gun violence, and this, in turn, has a profound impact on local healthcare organizations. As a hospital or health system MarComm executive, how should you deal with grieving communities, distraught staff, and the hordes of media? How can you activate your organization to action…and should you? How, and when, do you engage others in a conversation?
This facilitated conversation featured:
Susan Rios, Marketing & Public Relations Manager, Uvalde Memorial Hospital
Lauren Landwerlin, VP, Strategy, Marketing & Communications, Saint Francis Health System
Sevan Roberts, Senior Director, Corporate Communications, Saint Francis Health System
Dan Schlacter, VP, Health Services, Jarrard Inc.
Susan Alcorn (Moderator), Of Counsel, Jarrard Inc.
Recorded on Wednesday, June 14, 2023
From Insights to Execution: The Ballad Health Approach to Consumer Understanding
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In today’s world, the consumer owns the brand. And, as healthcare executives, it is our job to exceed consumer expectations in care delivery. To do that, it is imperative to understand the consumer before the patient journey begins.
Join Molly Luton, Chief Marketing & Communications Officer, Ballad Health, and LIFT Healthcare’s David McDonald, Chief Executive Officer, and Phillip Ritchey, Chief Growth Officer, to explore how Ballad Health approaches consumer understanding, including:
- The Insights: Understanding audience insights through front-end research helps build stronger relationships and, ultimately, grow business. Learn how Ballad Health strives to understand the consumer’s why before defining the how in campaign planning.
- The Strategy: Next comes the how. Examine strategies for gaining buy-in from internal and external stakeholders, and the value of developing key personas, journey maps, and targeted audience building.
- The Execution: And finally … the what … translating learning into action. Hear how to apply an insights-first methodology in an annual marketing cycle and bring your external partners along for the ride.
Recorded on Wednesday, June 7, 2023
Sonic Tonics: Sound Marketing for Healthcare in an Age of Uncertainty
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It’s no secret that brands are facing strong economic headwinds. Fortunately, there’s a wealth of data and experience that can help them weather the storm. In this timely webinar, we’ll offer a prescription for your brand health, exploring three “sonic tonics” that can help you not only survive a recession, but thrive on the other side: Use Your Voice, Go Long, and Get Creative.
Join Steve Keller, Sonic Strategy Director, Studio Resonate, and Anna Clement, Director of Healthcare, SXM Media, to examine the importance of audio in helping healthcare brands achieve these goals, and how a well-defined sonic strategy offers a sound advantage, amplifying your brand and maximizing returns on investments.
Recorded on Wednesday, May 24, 2023
The Ultimate Healthcare Brand, Experience, and Culture Playbook
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The time is NOW for healthcare organizations to connect in a meaningful way with employees, communities, and patients! In this webinar, Monigle’s Grant Mason, Executive Director, Insights, and Carolyn Bugg, Executive Director, Strategy, share highlights from Humanizing Brand Experience Vol 6, the playbook that unlocks opportunities you can leverage today and tomorrow to drive brand, experience, and culture change in your organization.
Be among the first to:
- Understand key national trends around engagement, trust, loyalty, systemness, selfcare, content, premiumization, and more
- Dig into the top Intellectual, Emotional, Sensorial, and Behavioral drivers of consumer decisions about healthcare
- See the rankings of the top 200+ most human brands
- Examine implications and key takeaways for focusing your efforts for maximum impact
Recorded on Thursday, May 11, 2023
How Healthcare Marketing Leaders are Driving Innovation with Data
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In today’s world, healthcare marketing leaders must innovate to remain competitive. Findings from recent State of Marketing research provide insights into just how they are doing that. Join Chelsea Lockhart, System Director, Digital Outreach & CRM, at Bon Secours Mercy Health, and Ben Seyden, Executive Strategist, Healthcare & Life Sciences, at Salesforce, to learn:
♦ how Bon Secours uses data as its secret sauce to meet patients’ high expectations of real-time, personal marketing experiences
♦ which tools and technologies marketers are investing in to support automation, productivity, and real-time intelligence
♦ how to optimize your team structure to efficiently deliver marketing tactics and strategy by moving from batch and blast messaging to personalized patient-centric journeys
Recorded on Wednesday, March 15, 2023
From Insights to Action: Using Journey Mapping to Humanize Experience
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Baptist Health, South Florida is a top ten brand according to the annual Humanizing Brand Experience report. But they wanted to do more … they wanted to strengthen and improve the consumer experience for the future. To deeply understand consumers and their perspectives on experience, they turned to expansive journey mapping research. In this webinar, you’ll hear about the focus on five key journeys—emergency room, inpatient, cancer, primary care, and urgent care.
Join Danny “Elf” Elfenbein, AVP, Digital Health + Patient Experience, Baptist Health; Grant Mason, Executive Director, Insights, Monigle; and Zack Bruggeman, Associate Director, Insights, Monigle to examine the highlights of the research, including the touchpoints and key moments that matter along each unique journey. Learn how the data is helping Baptist Health prioritize actions and enhancements across the entire journey to improve experience and elevate brand reputation. Plus, hear how to:
• Uncover what truly drives the functional and emotional aspects of experience
• Focus and prioritize where experience change needs to happen
• Move beyond expected experiences and traditional brand roles to define and design meaningful moments
• Develop best practices for socialization and working across departments to make change happen
Recorded on November 17, 2022
Reimagine Patient Journeys for Better Experiences Across Digital & Human Connections
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In the era of personalization and convenience, healthcare organizations must reimagine the entire patient journey, from digital to offline connections. This webinar examines the technology, data, and teams reshaping access to more humanized care.
Join Joanna Laytin, VP of Brand Marketing, University Hospitals, and Jennifer Bassik, Senior Director of Growth Marketing, Invoca, to explore:
• Marketing-led insights that improve patient scheduling and staffing efficiency
• Personalized messaging to meet patients along their journeys
• Creating a data-driven feedback loop to eliminate silos across teams
Recorded on November 2, 2022
Health 1:1 is the Only Way to Reach a Health Consumer: Change My Mind
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There’s no doubt that the best and only way to articulate, personalize, and communicate an individual’s precise health status is to talk with that person one-on-one, in every facet and action of their provider relationship. From marketing to access to clinical to population health, a unified 1:1 consumer journey can ONLY be fully realized when data, process, content, and preference come together at the exact moment to deliver the experience consumers expect—one that is comparable to what they experience when they book a hotel room, buy a car, or simply make a dinner reservation.
Why can’t it be that easy in healthcare? Jeff House, VP, Consumer and Insights at Atrium Health, Josh Schlaich, Director of Marketing at University of Utah Health, and Gary Druckenmiller Jr., General Manager, CRM at Innovaccer, examine the challenges, opportunities, and solutions.