Summit
Wednesday, May 18
7:00 - 7:50a
Summit Sunrise Breakfast: Let's Talk
Join us for an energy-charged, crowdsourced idea exchange where we’ll tackle four of the biggest challenges in healthcare and solicit ideas from the best and brightest panel—all of you! The content generated in this session will be turned into a thought-starter whitepaper to be published by the Forum later this year—and we want you to be included. Come ready to participate, submit your best ideas, and hear from others across the industry on how healthcare strategists from every discipline can help shape the future of healthcare. (And for the awesome coffee and continental breakfast!)
Hosted by Kriss Barlow, Joel English, and Daniel Fell
8:00 - 9:15a
Keynote Session Sponsored by DeliverHealth
Strategic Resilience: Winning in the Post-COVID, Value-Based Environment
Recovering from volume declines post-COVID, ongoing reimbursement pressures, rising expenses, continued investment in value-based care and other concepts that transfer risk…the pressures on healthcare organizations are many. What does it take to “win” in this increasingly turbulent environment? Join renowned healthcare industry expert Nate Kaufman for a look at practical, proven solutions for success—in both the short- and long-term.
Nathan S. Kaufman, Managing Director, Kaufman Strategic Advisors
Coffee Break Sponsored by Enqbator
9:15 - 9:30a
9:30 - 10:30a
Strategic Marketing
The Key to Driving Service Line Volume
University Hospitals leverages targeted digital tactics and personalization to increase patient volume across a variety of service lines, including oncology, cardiology, and pediatrics. Examine the strategy, including targeting, ad mediums, and messaging used to generate thousands of registrations and appointments. Hear results.
Joanna Laytin, VP, Brand Marketing, University Hospitals (Cleveland, OH)
Michele Madaris, Media Director, Boathouse
Anna Clement, Director, Healthcare Vertical, Pandora
Communication Strategies
A Roadmap to Address Racism
Mount Sinai Health System is committed to integrating diversity, equity, and inclusion (DEI) practices into the fabric of its culture. Hear how Marketing & Communications staff created a DEI roadmap to support their efforts and ability to authentically connect with diverse communities by instilling and upholding anti-racist practices.
Pam Abner, VP, Chief Diversity Operations Officer and
Kaylyn Kendall Dines, Manager, Marketing & Communications and
Karen Wish, Chief Marketing Officer, Mount Sinai Health System (New York, NY)
interactive & digital strategies
Revamp Your Web Presence: From the Inside Out
By taking an “inside out” approach to web development, healthcare organizations can improve the overall web experience, and drive conversions, in a manageable and cost-effective manner. Examine the approach, which optimizes high-value interior content sections, then tests the effectiveness of new content and templates, and scales the lessons learned across the site.
Pamela Landis, Vice President, Digital Engagement, Hackensack Meridian Health
Aaron Watkins, Sr. Director of Internet Strategy, Johns Hopkins Medicine
Lisa Williams, Senior Director, Growth & Loyalty, PeaceHealth
John Simpson, Co-CEO & Co-Founder, Digital Health Strategies
innovation & transformation
Embrace Transparency to Transform the Experience
Renown Health increased transparency in the patient review process, adding physician star ratings from patients on Google and their website, and adopting a fresh approach to CAHPS surveys. Hear the research and the quantifiable results, including support of caregivers in providing compassionate care and new heights in patient satisfaction ratings.
Suzanne Hendery, Chief Marketing & Customer Officer, Renown Health
Karla Cardoza, Consultant, Patient Experience, PRC
Andy Ibbotson, CEO RatingsMD
Engagement Strategies
Enhance Reputation & Diversity with Strategic Communication
Partnering with Department of Surgery leaders, the communications team at Michigan Medicine amplified diversity, equity, and inclusion initiatives and conducted outreach on multiple platforms to strengthen recruitment. Hear how the strategy led to a more diverse faculty and resident candidate pool and an enhanced reputation for inclusivity.
Erin Larowe, Communication Director, University of Michigan Medical School and
Colleen Stone, Communication & Digital Strategist, Department of Surgery, Michigan Medicine
physician relations & sales
Physician Relations in a Hybrid World
Getting your foot in the physician’s office door has long been the goal of physician relations executives. Examine how, and when, to engage physicians, as well as office staff, both virtually and in person. Hear how to create a hybrid strategy, driven by research and technology, to deliver quality content, promote service lines, and more.
Laurel Hopkins, Director, Physician Relations, Seattle Children’s
Chad Woehrle, Physician Liaison, Ann & Robert H. Lurie Children’s Hospital of Chicago
10:45 - 11:45a
strategic marketing
Patient Share of Care: Measuring Brand Loyalty
Patient “share of care” is a revenue-based measurement that gauges the depth of customer relationship. Learn how to implement share of care as your primary measure of patient brand loyalty and develop realistic growth objectives for increasing patient share of care. Examine results, lessons learned, and best practices from multiple health systems.
David Mangan, VP, Marketing & Communications, Sparrow Health (Lansing, MI)
DJ Sullivan, Director, HSG
communication strategies
The Good, the Bad & the Ugly: Exploring the 3 Hottest Trends
Mystery revealed! Explore the top issues for healthcare leaders right now: recruiting and retaining employees, navigating high-stakes payer fights, and assessing the impact of private equity dollars flowing in and around the organization. Hear the implications, what you need to know, and the vital role Marcom professionals should play.
Hollie Adams, Partner, Health Services Practice Leader and
Tim Stewart, Senior Vice President, National Practice, Jarrard Phillips Cate & Hancock
interactive & digital strategies
Reimagine the Intranet to Boost Employee Engagement
An interactive, personalized intranet is essential for building employee engagement. Evaluate expectations and challenges. Learn how to determine what content is most important, how design can promote staff acceptance, how employee publications can drive intranet traffic, and how to study and adjust using data to measure success.
Sherrie Voss Matthews, Director, Internal Communications, University Health
Daniel Small, Sr. Director, Digital Strategy and
Hilary Waldman, Director, Corporate Communications, Hartford HealthCare
innovation & transformation
engagement strategies
Beyond Clicks, Open Rates & ROI: Tracking Marketing's Impact on Patient Lives
Patient volume, ROI, revenue growth, HEDIS measures, and more are all metrics that healthcare marketers care about and are measured against. But what about the impact on patients’ health and lives? Examine Virtua Health’s always-on breast health campaign and how it touched and impacted more than 1,300 lives. Hear how marketing results are tracked all the way to appointments and diagnosis.
Ryan Younger, VP, Marketing, Virtua Health
physician relations & sales
Better Together: Service Lines Thrive on Collaborative Efforts
Hospital and clinic service line growth goals are often identified in silos, with marketing and physician relations working in different lanes. Working together, University of Utah’s marketing and physician relations staff have been using data to drive decision making and create goals for each service line. Examine the approach and 6 elements to achieve collaborative success.
Christina Choate, Physician Relations Consultant and
Erin Heath, Network Development Manager and
Courtney Lauer, Marketing Manager, University of Utah Health
12:00 - 2:00p
Special Workshop Session
Virtual First: Whether/Where to Go for Care
A new virtual first health plan and care delivery model disrupts the idea of scheduled in-person visits as the starting point for care. Examine the consumer science and care model redesign behind Wellforce Clinically Integrated Network. Explore an AI-assisted virtual first, smart-routing customer interface. Mobilize clinical, digital/technology, and operations teams to bring it to market.
Megan Cardoso, MD, Medical Director for Population Health, Lowell General Hospital Physician Hospital Organization
Michael Eaton, Strategic Advisor for Network Innovation, Tufts Medicine Integrated Network
Camille Strickland, Senior Vice President, BVK
Special Workshop Session
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 VP, Health Marketing, UConn Health
Cheryl Hodgson, Senior Account Director, LionShare, Inc.
Jeff Steblea, Director of Business Development, NE, Eruptr, LLC
Special Workshop Session
Physician Relations: Align, Engage, Let's Make it Happen
Organizations are pushing their teams. How will you respond? We’ll talk about data, alignment and change, and field strategies that add value for the future state. What comes next? Join your colleagues to explore how to take the learnings of 3 days and create the right plan moving forward. Come prepared to share.
Drew Pensyl, Corporate Director, Marketing Referral Development, Penn Medicine
Kriss Barlow, Principal, Barlow/McCarthy