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Healthcare Marketing Strategies
Strategic Marketing Customer Communication & Engagement Physician Strategies Patient Experience Interactive Strategies & New Media
May 5 – 7, 2013
Westin Kierland Scottsdale, AZ
with special support from:
including: • • • • • • • Managing the transition from volume to value Delivering exceptional patient experiences Building and maintaining a strong. Examine the Winning Strategies Actual case studies from leading healthcare organizations will allow attendees to: • Define the evolving role of healthcare marketing. you’ll hear strategies and tactics for addressing these issues and more. and “activating” the customer • Identify innovative approaches for advancing digital strategy • Define the steps needed to assess. We are also examining what it will take to master the transition. Viability Healthcare marketers have responded well to increasingly strategic demands in recent years. and loyalty Innovating for long-term success Eighteenth National Summit Healthcare Marketing Strategies The National Healthcare Marketing Strategies Summit is an opportunity for healthcare marketing. differentiated brand Solidifying and leveraging physician relationships Engaging patients in wellness and healthy behaviors Increasing customer engagement. healthcare is in transition. planning. Digital Strategy Northshore/LIJ Health System Jeff Cowart Senior Vice President. . reduce costs. we extend a very special invitation to you to attend the Summit. responsiveness. and analytics in accomplishing new marketing objectives? At the Eighteenth National Healthcare Marketing Strategies Summit. academic medical centers. they have an opportunity to guide their organizations in responding to new competitive. and implementation underway. . and drive healthy behaviors? How do we prepare for health insurance exchanges? How can we communicate the benefits of new models of care to consumers. and medical group practices: • • • • • • • • • • • Chief Marketing Officers Chief Strategy Officers/Senior Strategists Marketing Communication Executives Web and Social Media Strategists Physician Relations Directors Public Relations Directors Network and Business Development Executives Advertising Executives Sales Executives CRM Directors Consultants Chris Boyer AVP. healthcare systems. Now. engaging. Growth and Sales Baptist Health System Suzanne H. On behalf of the Forum for Healthcare Strategists. and case study sessions featuring leading healthcare organizations make this an exceptional educational experience. hands-on workshops. . . and ensure that we are not just the hospital of choice. and reform-related challenges. economic. and how it will change with the implementation of healthcare reform • Examine new strategies for bringing value to your organization • Examine new concepts for understanding. As marketers. Thought-provoking keynote speakers.The Changing Role of the Marketing Strategist Vision . strengthen. and strategy executives to share “best practices” and network with colleagues. we are looking ahead to a value-based world while continuing to address the growth demands of a volume-based world. Join your colleagues to solve today’s most important healthcare marketing issues. Value . and what new skills and tools will be needed to do so. Conference Co-Chairs Who Should Attend The Eighteenth National Healthcare Marketing Strategies Summit is designed for the following executives from hospitals. For instance. data. how do we move from transaction-based models to a focus on population health? How can we help improve outcomes. but the network of choice? And what is the role of health informatics. Sawyer Chief Marketing Officer Penn Medicine 2 . and track your organization’s consumer and physician marketing strategies • Identify innovative approaches to improving the patient experience Dear Colleague: With the Affordable Care Act entrenched.
when done right. Principal. MBE. Learn to create internal communications that are more transparent and direct in educating employees about strategic initiatives and how and where to refer patients. Please check the Registration Form for details. PA) Karen Corrigan. Vice President. Marketing and Communications St. VP. Take the thrill ride of app development — from the pros and cons of in-house development to marketing. and other entities. Principal Strategic Marketing Concepts 9:00a–12:00p Content Marketing: A Primer for Healthcare Marketers Digital communications have changed the rules for marketing. Author. patient out-migration and leakage. MD. Learn how to craft a detailed social media marketing plan that drives real world influence and outcomes as part of a multi-channel marketing effort. and Blogger Opening Reception in the Exhibit Hall Sponsored by Neathawk Dubuque & Packett 3 . MD) Scott Linabarger. promotion.Sunday. Pediatrician. and how they are moving forward. consolidation. in the right place at the right time. Southcoast Hospitals knew its iPhone app had to fill a real patient or community need. Jim Rattray Vice President of Marketing & Public Affairs Southcoast Health System (New Bedford. Joseph Health System (Orange. AZ) Rob Rosenberg. Examine the challenges faced. NY) Jean Hitchcock. 1:00p Conference Commences Customer Communication & Engagement Sponsored by eVariant Internal Branding: From Team-Building to Business-Building As health systems take on new physician practices. including ROI. Marketing Communications Catholic Health Initiatives (Englewood. Vice President. CA) David Marlowe. Principal Holtz Communication + Technology 9:00a–12:00p Maximizing Marketing Messages with Physicians Without a doubt. Feinberg. CA) Chris Bevolo. 2013 Pre-Summit Strategy Session I Pre-Summit Strategy Session II Pre-Summit Strategy Session III 9:00a–12:00p Developing Effective Marketing Plans: What Matters Now Successful marketing starts with a solid marketing plan. MD) Christine Holt. Join Wendy Sue Swanson. Tanya Andreadis. health informatics. But what’s the best way to connect with physicians and align physician initiatives within marketing? Attend this interactive session and examine proven strategies and tactical tools for boosting physician marketing success. Instead of sales-focused tactics. Web & Communications Technology University of Maryland Medical Center (Baltimore. the role technology will play. Take home tools to develop a content marketing strategy that will attract and retain the right patients for your hospital. Public Affairs & Marketing MedStar Health (Columbia. with an emphasis on population health. situations are approaching the question of brand. Hear why MyHealth was a big hit for Southcoast. TX) Donell Martinez. Jr. Learn how to develop communication tools that work. May 5. David A. including behavioral modification. Senior Vice President. Vice President. President Springboard Brand & Creative Strategy Strategic Marketing Sponsored by MEDSEEK Marketing Executives: Transitioning from Volume to Value With the ACA now entrenched. analytics. Wendy Sue Swanson. Director. Vice President. and winning advertising campaigns. and preparing for valuedriven healthcare. and organizations are changing in ways that have significant implications for their brands. for a look at the future of medicine: a world where physicians connect with patients online to build deeper relationships than ever before possible. Szablowski. Join your colleagues and examine the issues that will shape marketing strategy in the next few years. the decision-making processes used. Marketing. MD. new ventures — all pose opportunities and challenges for how organizations build and manage their brands. but common.Net You Can Make an App for That (But Should You?) Seems like there’s an app for everything. Jeff Cowart. while continuing to address the growth demands of a transaction/volume based world. Marketing & Public Affairs – Chief Experience Officer Holy Redeemer Health System (Meadowbrook. Hear new insights on what doctors want from communications. patients are online seeking health information. Learn how the roles of patients and physicians will change. customer satisfaction. Director. They expect frequent and accessible communication from their healthcare providers. marketers must focus on delivering relevant and valuable content to defined customer groups. Principal Barlow/McCarthy Midwest LLC Separate conference registration fees apply to the Pre-Summit Strategy Sessions. physicians are a key audience for today’s marketers. ABC. Strategic Services eVariant 2:30–3:45p 4:00–5:15p Sponsored by eVariant 5:15– 6:45p General Session Using Technology to Enhance the Doctor/Patient Relationship: The Marketer’s Role More and more. Learn how content marketing differs from traditional marketing and how to measure the effectiveness of content. OH) Shel Holtz. Paul A. Edward Bennett. Examine how successful organizations are shifting their strategic and marketing focus from: • provider to consumer-centered • volume to results-oriented • transaction to health promotion-based • intervention to assumption of risk • rewarding specialty intervention to rewarding optimization of health status Explore new competencies needed for success. and customer support. Founder & CEO Corrigan Partners Interactive Strategies & New Media Sponsored by Greystone. Learn the best metrics for measuring results. MA) Justin Brodeur CEO pidalia 1:00–2:15p The Critical Value of Brand in a Changing Industry The healthcare landscape is shifting dramatically. practice marketing plans. but should your hospital have one? And how do you build one? Beyond being a cool idea. Hear how systems facing different. Meeting the demands of today’s consumer requires a heavily integrated and technology-driven social agenda. the pressure is on to keep patients in the system. one that is grounded in an understanding of today’s most important issues and the organization’s own strategic objectives. RN. Interval Social Media Marketing Done Right Launching a Facebook Page or YouTube Channel is NOT social media marketing. Evolving missions. CO) Kriss Barlow. Director. Interactive Marketing & Web Strategy Penn Medicine (Philadelphia. Director. population health management. a practicing pediatrician and author of the popular Seattle Mama Doc blog. Examine Penn Medicine’s use of social media with CRM. Learn how to assess your own marketing operations and establish a road map for change. and more. hospitals. Hear how internal communications are transforming to align employee actions with business goals. Susan Solomon. including: employed physician growth. Digital Marketing Cleveland Clinic (Cleveland. and only coming to doctors as a last resort. Hear how these issues will drive the planning process. Tammy Veach Executive Director. can improve patient care and drive healthy behaviors. marketers need to be in major transition — looking ahead to a value-based world. Vice President. Marketing Loma Linda University Health (Loma Linda. Chief Marketing Officer NewYork-Presbyterian Hospital (New York. Communications & Public Relations Dignity Health Arizona (Chandler. communication that. PA) Gary Druckenmiller. Growth and Sales Baptist Health System (San Antonio. FAAP. and how healthcare marketers can be integral to success..
but individually. monitor conditions. with accountable care. President Neathawk Dubuque & Packett Three-Dimensional Marketing The goal of any hospital or health system marketing campaign is to differentiate services and shift patient preference and volume. Alcorn. Hospitals With mergers and consolidations come new challenges. Rather than bringing people in to facilities and providers. and more. SVP & Chief Strategy Officer Hartford Healthcare (Hartford. Learn how to implement a data-driven and reporting-based infrastructure and culture. PA) Carol Norris-Smith. OR) Kim Laramy.Monday. Learn how the trend will alter the entire dynamic of the healthcare purchase equation as consumers once insured by employers take on accountability for accessing care. Thomas Goetz will explore the potential technology offers for healthcare organizations as they take on increased responsibility for managing population health and reducing readmissions. gadgets for tracking personal health data and behaviors. Susan M. Growth and Sales Baptist Health System (San Antonio. not as a group. TN) 12:30–1:15p 1:15–2:00p 2:00–3:15p 3:15–3:45p 3:45–5:15p 5:15–6:30p Networking Luncheon Dessert in the Exhibit Hall Concurrent Sessions Break in the Exhibit Hall Concurrent Sessions Reception in the Exhibit Hall 3:45-5:15p 11:15a–12:30p Concurrent Sessions Marketing the System vs. and processes? And how do you communicate the benefits to consumers and drive choice to your network? Hear lessons from early movers. systems. AVP. MD) Terri McNorton. Suzanne H. Assistant VP.. Marketing & Corporate Communications Meridian Health (Neptune. How do you meet individual volume. PA) Jeff McDonald. and revenue goals while managing a very tight budget? What’s more cost effective: promoting the system. Public Affairs Loma Linda University Health (Loma Linda. Chief Marketing Officer Penn Medicine (Philadelphia. Learn how Ardent Health Services improved loyalty and satisfaction scores by double digits in just six weeks by implementing strategies from top companies outside of healthcare. Customer loyalty is more important to healthcare organizations than ever before. and a hospital system in Albuquerque have in common? They understand their customers and create a more valuable experience for them. Community Relations & Marketing Legacy Health (Portland. analytics. paying for it. CT) 11:15a–12:30p 6:30a–5:00p Registration 7:00–7:50a 8:00–9:15a Technology Forecast Breakfast Briefing General Session 9:15–9:45a Break in the Exhibit Hall 9:45–11:00a Concurrent Sessions 11:00–11:15a Break 2:00–3:15p Schedule At a Glance 12:30–1:15p Networking Luncheon Behavioral Marketing: Using Our Skills to Improve Health Marketing’s traditional role is changing. eVariant Making Wellness a Strategic Imperative From general fitness to chronic health management. Senior Vice President University of Maryland Medical Center (Baltimore. Client Services Franklin Street Marketing 5:15–6:30p Reception in the Exhibit Hall 4 . Managing Partner SPM Marketing & Communications Marketing ACOs and Medical Homes: Let’s Talk As more hospitals form ACOs and Medical Homes. Learn how to apply the principles of behavioral marketing to influence health behaviors. Strategic Planning and Marketing Trinity Health (Novi. implement more effective campaigns. Communications & Public Relations Dignity Health Arizona (Chandler. analytics. CA) Daniel Fell (Facilitator). NJ) Tony Yang. with one integrated look. Wayne Clark. Vice President. Marketing Ochsner Health System (New Orleans.. Marketing & Public Affairs Princeton HealthCare System (Plainsboro. and lead healthier lives. VP. and Impact Predictive analytics. Kevin Gwin Vice President. Chief Communications Officer Geisinger Health System (Danville. See how analytics can help you make more strategic decisions. and campaign optimization have helped Penn Medicine significantly increase ROI and transform their marketing performance. Marketing. VP. Hear from organizations that are making wellness the cornerstone of long-term business strategy. Preston Gee Senior Vice President. SVP. LA) Chrisie Scott. social media. CT) Barry Stein. VP. NJ) Larry Margolis (Facilitator). and extract maximum value from market/customer segmentation and patient lifetime value analysis. AZ) Kenya Gibson (Facilitator). online communities. marketers face new responsibilities. Four Seasons Resorts. Product and Innovation. Examine the marketer’s role in facilitating the use of data. James Blazar. or letting each hospital do its own thing? Let’s talk! Alison Brown. Department of Radiology Division of Vascular & Interventional Radiology Hartford Hospital (Hartford. Thomas Goetz Former Executive Editor. FSIR. How do you build necessary physician partnerships? How do you facilitate the implementation of technology. Healthcare Strategist Ethos Marketing & Design Taking a Page from Retail’s Book to Create Raging Fans What do Apple. and new technologies to engage consumers in health and healthy behaviors. market share. MI) Customer Communication & Engagement Sponsored by eVariant Accountability in Marketing: Developing a Culture of Measurement. including the increasing importance of market position and an elevated role for marketers. the focus will be on helping a defined population stay well and use services appropriately. and feedback to help them change their behaviors. Szablowski. Mobile applications. TX) Paul A. Learn how to construct and successfully execute a behavioral marketing campaign. FACR Vice Chair. Examine the implications. Hear both the marketing view and the medical staff view. MD. Director. and winning accolades in the process.all of these tools give consumers access to data. Communications Ardent Health Services (Nashville. Jeff Cowart. 2013 8:00–9:15a 7:00–7:50a Technology Forecast Breakfast Briefing General Session 9:45–11:00a Sponsored by eVariant Living By Numbers: Engaging Consumers for Better Health Advances in information technology and increased consumerism in healthcare are coming together in a big way — and empowering consumers and healthcare providers alike with better tools to manage patients’ health. healthcare providers are scrambling to fill new market needs while positioning for a changing landscape. Optimization. a large percentage of the population is expected to enter health insurance exchanges (HIEs). reporting. Learn how Hartford Hospital set itself apart through strategic branding and full collaboration with its medical staff that added tremendous depth and internal buy-in to its campaign. Wired Magazine Author of The Decision Tree Strategic Marketing Sponsored by MEDSEEK Health Insurance Exchanges: Implications for Marketers As healthcare reform is implemented. Senior Vice President. May 6. Sawyer.
marketers can proactively engage consumers in their health and generate incremental volume. Altru Health System has embraced mobile as part of its digital strategy. M. and communication. Explore techniques for fostering patient-centered care. This isn’t just interesting. Examine the process and plan. NH) Sean Tracey. Human Resources.300 patients — and the number is growing. Physicians and Web Engagement: Solving the Puzzle How do you make a strong web presence a medical staff priority? By taking physicians and web conversions down a parallel path. including role modeling of effective patientcentered behaviors. physician engagement. Learn how to reach across screens to connect with providers and consumers. Inc. and other digital tools. including new patient interaction models. referrals.D. Creative Strategist/Director Sean Tracey Associates Creating a Compelling Patient Experience A new system-wide experience plan helped Indiana University Health become the leading healthcare provider in the state. including physicians. search. Chief Business Development & Marketing Officer Gundersen Lutheran Health System (La Crosse. Practice Leader Baptist Leadership Group (Pensacola. TX) John McKeever. Examine how to document web ROI. SVP.D. Hear how physician involvement increased buy-in. Executive Vice President Gelb. Hear findings from Google’s latest research on how digital informs healthcare decisions.Net Insights that Matter in a Multi-Screen World We no longer live in a single-screen world. or simply create your own Excel spreadsheet. Administrator Gulf Breeze Hospital (Gulf Breeze. M. an Endeavor Management Company Leveraging Word of Mouse Through an Online Patient Community Today. faster with mobile. Corporate Development Altru Health System (Grand Forks. Director of Interactive Marketing and Web Development University Hospitals (Shaker Heights. and programs for physician engagement and employee involvement. Dean Clinic launched an online patient panel called Dean Listens. WI) 12:30–1:15p Networking Luncheon Uniting Multiple Physician Practice Groups Under One Bigger. OH) Cecelia Thomas. development of patientcentered communication skills. video. including computers at home and at the office. Associate Director. Learn how two health systems use online assessments to capture at-risk patients so that they seek help sooner. and show physicians how a strong web presence can drive appointments and referrals. Brian Cusack Head of Industry. Healthcare Services Google Engaging. Cara Zorzi. Jennifer Neis Website Coordinator. Partner Prophet Brand Strategy Embracing Mobile Changes: A Case Study Morgan Stanley predicts smartphone Internet use will overtake personal computers in 2014. Chris Boyer AVP. FL) Robert Harriman. its game changing. IN) Michael Petromilli. FL) Cultivating A Culture of Caring By aligning efforts between care. Hear how the plan improved patient satisfaction. Vice President of Sales Medicom Health Interactive Social Media ROI: Mastering the Metrics Measuring ROI for social media is an ongoing challenge for marketers. ultimately leading to lower costs and improving the health of the community.Monday. How do you go beyond “likes” and “views” and prove that your efforts on Twitter. journals for patients and caregivers. service integration. AZ) Joel Cessna. Examine how to turn it into engagement. Chief Marketing & Communications Officer Cleveland Clinic (Cleveland. Learn about programs and tools that support training and education of all caregivers. Anderson marketers play a key transformational leadership role — among many collaborators — in the patient experience. Anderson Cancer Center (Houston. Pamela Maas. Learn measurable goals for primary care practice marketing and tactics for driving new patient acquisition to targeted practices. Providers and consumers alike are researching and sharing healthcare information often and on multiple devices. Learn how to incorporate the metrics into a scorecard for C-suite executives. and YouTube are bringing in volume? Examine practical approaches for measuring the impact of social media efforts. Examine the process used by the many multi-specialty practices affiliated with a New England regional hospital to unite and align all physicians under a new brand — one the physicians helped create. Brand Services Banner Health (Phoenix. with specific support for service behaviors. collaboration. NY) 5:15–6:30p Reception in the Exhibit Hall 5 . Noreen Biehl. AZ) Patient Experience Sponsored by Coffey Communications. and referrals. Janet Bor. Marketing & Communications partners with the Office of Patient Experience. and smart phones and tablets throughout the day. Hear practical advice for deploying a similar approach in your organization. make better decisions. the Clinic has just-in-time access to over 1. system-wide admissions packets. May 6. Lynn Eastep. Today. Hear how marketing communicates a message of “access” to the community and how digital and social media are used to share the caregiver experience. Inc. PhD. OH) Interactive Strategies & New Media Sponsored by Greystone. and Operations to create a unique caregiver experience and an engaged workforce. Mark Rothwell Vice President. and rounding. Aligning. Brand Services Banner Health (Phoenix. healthcare leaders must work closely with physicians to create and sustain a patient-centered culture with the highest quality clinical outcomes. Communications Web Manager Georgia Regents University (Augusta. Ron Stiver. Examine the shifts in the mobile landscape and learn how to build a website that is responsive to evolving mobile devices. including best practices from a recent national benchmarking study. Improve Community Health AND Grow Revenue By encouraging use of online health assessments. coordination. Learn how to empower physicians to improve care and drive top box HCAHPS scores. Vice President of Community Relations Wentworth-Douglass Hospital (Dover. Discover this cost effective and timely way to get quantitative feedback. Inc. Marketing & Communications Dean Clinic (Madison. Digital Strategy Northshore/LIJ Health System (Great Neck. and morale. Director. and go bigger. WI) Stacy Mowery. Paul G. healthcare organizations are all jockeying for position in the minds of consumers and patients. Beverly Begovich.Ed. Facebook. 2013 7:00–7:50a Technology Forecast Breakfast Briefing Physician Strategies Sponsored by MarketWare Systems Physician Marketing: It Takes a StrategicallyFocused Village With goals to expand its employed physician group from 750 to 1500+ by 2016. Director. Marketing M. Engagement & Ambulatory Operations Indiana University Health (Indianapolis. online scheduling and navigation tools. Examine their approach to understanding patient needs and translating them into a culture that cares. Matsen. Examine key features. and Integrating Physicians to Create a Patient-Focused Culture Today. Executive Director AVID Design. you can achieve positive results and show a definitive ROI. How Marketing and Communications Enhance Patient Experience At Cleveland Clinic. whether you use data from your integrated data system or CRM system. ND) Ben Dillon Vice President/eHealth Evangelist Geonetric. Banner Health needed a physician marketing plan that was measurable and could be scaled and replicated across multiple markets — ranging from large metropolitan to small rural communities in six states. GA) Tom Brand. Better Brand Getting consensus about marketing strategy from multiple physicians with their own “brands” and practices can be difficult. including steps to achieve buy-in from stakeholders.
Please see Registration Form. Join Scott Bedbury for an examination of branding best practices. Hear how INTEGRIS Health is addressing men’s health needs in new. SC) Dan Dunlop Principal. Scott helped take two of the world’s iconic brands. Simon.healthcarestrategy. Make Room for Video in Your Engagement Strategy Today. Leone President and CEO RYAN Associates Customer Communication & Engagement Sponsored by eVariant Positioning for Population Health Management How will the ACA. OK) Andrea J. their physicians. and hospitals. Learn why men’s health is a Blue Ocean Strategic opportunity that can help hospitals create demand and open new markets. Learn from two seasoned healthcare marketers about strategies and tactics for overcoming years of negative stories and lingering doubts. Nike and Starbucks. And. MA) Mark Shelley Director. but also how you do it. Learn why it’s not just what you do. MA Corporate Director of Community Wellness & Diversity INTEGRIS Health (Oklahoma City. and BP Not every hospital or health system is loved by its community. impact positioning strategy? With tertiary care expenses targeted for substantial reduction. Hear lessons for branding. Examine case studies from outside the industry. urgent care. having worked with Kaiser Permanente and Dignity Health. But How You Do It One of the most important yet least understood assets for any organization is its brand. women’s health. including occupational health. community. Online video is unique in its power to convey your physicians’ expertise while allowing patients and referrers to meet them online. Hyundai. and messaging. Brandstream Former Marketing Executive for Starbucks and Nike Author of A New Brand World Men’s Health: The Perfect “Blue Ocean Strategy” Strategically. May 7. and rehabilitation services.Tuesday. Scott Bedbury Founder and CEO. Explore uses of social media. Anne Theis Vice President/Chief Marketing Officer Salem Health (Salem. product line integration. wellness services. including when to do it yourself and when to hire a production company • interview physicians on camera in a way that makes them comfortable and humanizes them • use video to market specialists to referring physicians and consumers. as healthcare organizations contend with challenges related to the implementation of healthcare reform. Steve Petty. Tufts Medical Center (Boston. Frank H. trusted brand is more important than ever. Jennings Health 9:30–10:45a Concurrent Sessions 10:45–11:00a Break 11:00a–12:15p Concurrent Sessions 12:30–2:30p Special Workshop Sessions 2:30p Conference Adjourns Visit the Forum at www. Marketing & Advertising. as well as the brand journey of Salem Health. and other modern technologies to communicate with employers. OR) Jerry Hobbs Executive Vice President/Managing Director Prairie Dog | TCG Schedule At a Glance 7:30a–2:30p Registration 7:30–8:00a 8:00–9:15a 9:15–9:30a Continental Breakfast General Session Break 11:00a–12:15p 12:30–2:30p Special Workshop Sessions Advance sign-up for workshop sessions is required. BA. educational forums. directly to employers. and can offer new revenue streams. Public Affairs & Communications. most hospitals ignore men. But men have unmet needs. PhD President Simon Associates Management Consultants Engaging Skeptical Consumers: Lessons from Domino’s. Examine the implications and how to respond. and its emphasis on population health management. video content is expected and in demand. Learn how to consolidate marketing across multiple service lines. Joel English Managing Director BVK General Session Branding: It’s Not Just What You Do. are non-users of the healthcare system. does a position as a tertiary leader make sense? Are providers positioned to be credible and valuable partners for wellness coaching and behavioral change? Will new competitors step between patients and their caregivers? Hear results from national research on these questions and more. 2013 8:00–9:15a 9:30–10:45a Strategic Marketing Sponsored by MEDSEEK Marketing Healthcare Services to Employers Examine concrete strategies and innovative tactics for marketing a variety of services. Some face tremendous skepticism. the development of a strong. culturally appropriate ways that benefit men. View successful hospital videos and learn how to: • produce effective physician videos.com to register online. and employee engagement • repurpose video across marketing platforms Brooke Tyson Hynes Vice President. to global leadership positions — and he understands the unique concerns of healthcare brands as well. and to create opportunities for consumer. although there is no extra charge. Lexington Medical Center (West Columbia. Scott will share the keys to transcending the tangible aspects of a product or service and building deeper and more enduring connections with customers. 6 .
MD. and use those views to reengineer experience and increase value. Examine critical success factors for developing and operating an FED. and demographic trends. MI) Kari Shimmel. Director Cambridge Management Group Special Workshop Sessions Advance sign-up for workshop sessions is required. Attend this interactive workshop and learn what it takes to get physicians involved in a social media program. ongoing content. Executive Vice President. Richard H. although there is no extra charge. Hear why. LLC Patient Experience Redesigned to Deliver Value The accessibility of Big Data is changing healthcare. economic. WA) Duane Knapp. VP and General Manager Humedica Bob Harrington. Walk away with 10 ways to improve brand value. Age-spiration. including: • Mobilizing • Do-It-Yourself Health • Shifting Guruism • Age-spiration • Godiva Patients We’ll review how these five trends look to impact healthcare marketing in 2013 and beyond. May 7. spend.Tuesday. have led healthcare providers to rethink traditional delivery models for ambulatory care. Hear how Presence Health is using clinical analytics to engage and retain patients. Account Planning. For only $110 for Summit attendees and $395 for non-attendees. 2013 Physician Strategies Sponsored by MarketWare Systems Drive Referrals: Strategy + Relationships + Marketing = Success Robust referral relationships are essential to a health system’s success. Breitenstein. ext. 7 . President BrandStrategy. and how marketing through emerging technology has enhanced communication. Franklin Street Marketing Social Media Activation: How to Get Your Doctors Engaged Physicians have legitimate concerns about social media participation. NY) Chris Bevolo President Interval Freestanding Emergency Departments: Is There One in Your Future? Shortages of primary care physicians in many communities. a healthcare organization can enhance its image. Learn how marketing can be the bridge to building successful referral relationships. How will your health system address emerging consumer behaviors. but without adding their voice to the conversation. Word View Editing Listen and Learn Concerned about missing out on sessions you can’t attend? Can’t make the conference this year? Don’t worry. synced with handouts. Guruism.you can still benefit by ordering the Summit Audio Recordings. Ascension Health Michigan Chief Medical Officer. and success.G. Marketing and System Promotions Henry Ford Health System (Detroit. Inc. or by calling 312-440-9080. Interactive Strategies & New Media Sponsored by Greystone. LLC Patricia Redsicker Content Marketing Strategist. channels.Net Transforming Your Hospital’s Digital Marketing Strategy We’ve all experimented with the various tools. Chief Medical Officer. Anicca Media. Take home ideas for getting physicians to contribute valuable “Doc content” that will make your organization a thought leader. John/Providence Health System. internal and external challenges encountered. healthcare content on the social web loses credibility. Order today on the Registration Form. Clinical Integration & Accountable Care Presence Health (Des Plaines. Where do you start? And what options make the most sense for expanding your digital efforts? Join two leading thinkers in healthcare digital marketing for a tutorial on effective digital marketing. perception. System VP. St. Please see Registration Form. Vince Oliver. Inc. Ferrans. Anicca Media. Bill Garden Vice President – New Ventures Emergency Service Partners (Austin.. Director. But knowing how to translate them into a coherent strategy can be difficult. IL) A. Learn how to: • build and leverage a digital marketing strategy • pick up quick wins • incorporate digital measurement across all communication • benchmark your digital efforts vs. Learn how Island Hospital transformed patient experience while building a genuine brand that always lives up to the promise of exceptional service. you won’t want to miss this valuable resource. Your Healthcare Organization Is Only As Good As Its Promise By delivering one-of-a-kind experiences. TX) Howard Gershon Principal New Heights Group. Dean Berg Digital Strategist. which will provide you with post-conference access to session audio recordings. PhD. Examine applications and limitations of population health analytics for patient outreach and customer engagement. MD Chief. Ara Telbelian. including the tools that really made a difference and the secrets to achieving success. including: • what keeps doctors away from social media • how to address their concerns • how to leverage their limited time to develop valuable. including the research necessary to support the development of the referring physicians office. Examine Henry Ford Health System’s effective referring physician strategies. Chris Boyer AVP. Linda MacCracken Vice President. Creative Director DBA Healthcare Patient Experience Sponsored by Coffey Communications. 23. the industry • avoid common pitfalls Take home the information and ideas you need to create a comprehensive digital plan that will drive growth and brand awareness for your organization. The Freestanding Emergency Department (FED) is one approach that is seeing dramatic growth. Truven Healthcare Stephen Moegling Executive Vice President. and DIY Health: What the Latest Non-Health Consumer Trends Hold for Healthcare Brand Innovations Trend-spotters have identified consumer behavior patterns that will transform the healthcare landscape. and ROI in your marketing. Pediatric ENT. LLC Russell Faust. and content options that digital marketing offers. Hear from the hospital CEO about the strategy and implementation. along with payment. Digital Strategy Northshore/LIJ Health System (Great Neck.. Population health analytics allow healthcare executives and practitioners to gain unprecedented views into their patient populations. and identify factors for determining whether the model is right for your organization. Chief Executive Officer Island Hospital (Anacortes. Founder.
May 5 4:00–5:15p Wendy Sue Swanson. Summit Sponsor Branding: It’s Not Just What You Do. marketing innovation.” and Dr. As Executive Editor of Wired. David Kessler called the book “a game changer. Dean Ornish says that Goetz “writes more clearly and presciently about the future of healthcare than anyone on the planet. with the ultimate purpose of inspiring new. FAAP Pediatrician. and timely guidance to patients and consumers.Summit Highlights Using Technology to Enhance the Doctor/Patient Relationship: The Marketer’s Role Sponsored by eVariant Technology Forecast Breakfast Brieﬁng Monday. Join her for a compelling look at the future of medicine: a world where physicians connect with patients online to build deeper relationships than ever before possible. is due out in Fall 2013. Summit Exhibit Hall Living By Numbers: Engaging Consumers for Better Health Sponsored by eVariant Don’t miss this opportunity to check out the latest and best marketing technologies and services! The Exhibit Hall features: • H ands-on demonstrations hosted by the nation’s leading marketing and technology service firms • K nowledgeable experts to answer your questions and help you demystify and distinguish so that you can make informed decisions • F ood. Author. MD. The Forum for Healthcare Strategists was established by a distinguished group of senior healthcare strategists seeking an opportunity to collectively examine current and future strategies for the delivery of healthcare. The Decision Tree.com. Scott has honed and proven his methods for building truly successful brands as the marketing executive responsible for two of the most successful branding strategies in business history: Nike’s “Just do it!” campaign and Starbucks’ reinvention of the coffee category. and Blogger Dr. the Forum’s acclaimed newsletter focusing on today’s important strategic issues. practical. and connectivity are driving a variety of innovations with the potential to radically alter the way healthcare is delivered. As one of the first pediatricians to blog for a leading children’s hospital. Call 312-440-9080 or visit www. Wired Magazine Author of The Decision Tree: Taking Control of Your Health in the New Era of Personalized Medicine A leading expert on the confluence of medicine. MBE. Dr. His healthcare experience includes work with Kaiser Permanente and Dignity Health. Scott has spoken in more than 20 countries on brand positioning.healthcarestrategy. computing power. Swanson has gained first-hand experience on how to leverage social media platforms to provide relevant. 8 . more enduring emotional connections with customers. Brandstream Former Marketing Executive for Starbucks and Nike Author of A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century Start your day right! Scott Bedbury will share the keys to nurturing your brand to build deeper.” Thomas’s second book. Thomas received numerous awards for his work. May 6 7:00–7:50a Kick off the day with a look at some exciting new technologies that will change the way you do your job! Advances in technology. It’s a chance to explore new products that can help you: • Better connect with patients and consumers • Strengthen hospital-to-physician and physician-to-physician connections • Encourage lifestyle changes and healthy behaviors And more! Sunday. One of the world’s leading brand architects. health. is still earning rave reviews. as well as opportunities for professional development. and coordinated. The Remedy. managed. Former FDA Commissioner Dr.com. For more information. Thomas Goetz is here to help us explore the potential technology offers for healthcare organizations as they seek to help people lead healthier lives. prizes. and more!! Monday. and technology. She began blogging for Seattle Children’s Hospital in 2009 and has built a loyal and diverse following of parents and medical professionals as author of Seattle Mama Doc. May 6 8:00–9:15a Thomas Goetz Former Executive Editor. and his 2010 book. The Forum provides networks of communication and support. drink. Join the Forum! Join the Forum for Healthcare Strategists and benefit from: • E xclusive networking opportunities available only through the Members Only Section of the Forum Website • Discounts on three annual conferences • Discounted and complimentary Webinars • H ealthcare Strategy Alert. Since leaving the corporate side. But How You Do It Tuesday. he has served as a strategic advisor to dozens of Fortune 500 brands and startups. visit www. Join us for this breakfast briefing and hear from a panel of innovators about some of the latest developments. and more.healthcarestrategy. Wendy Sue Swanson is a blogging and tweeting pediatrician and a firm believer in the power of social media. May 7 8:00–9:15a Scott Bedbury Founder and CEO. more effective models of care.
SEM. service. We are dedicated to helping our hospitals build physician practices. For more information. and all elements of physician recruitment. tourism. services and physicians. commercial patient acquisition and health management strategies to grow and manage health care utilization. Services include: Customizable CMS Website Solutions (with mobile optimized views) and Find-a-Doctor Applications (with Physician Data Content Management Systems. patients and physicians. portal planning. CPM Healthgrades is the premier growth and business development partner for hospitals. match high value patients with required profitable services. Find out more at www. manufacturing and government clients across the country. based on their specialties. visit www. Barlow/McCarthy consults nationally in strategy development for physician relations. Greystone. MarketWare has developed a proven solution that enables an organization to analyze the market. Health Market Science is the market leader for innovative solutions based on the most comprehensive and accurate provider database in the U.evariant. Today. Greystone. grow revenues.Co-Sponsors platinum sponsor Get to know patients.Net provides a range of services/products to help organizations improve Web site performance. streamlining the implementation of any mobile initiatives. and attract and retain loyal customers for more than 25 years. Our business intelligence and communication platform provides hospitals with the tools required to identify.net. value and innovation have been the foundation of our products and services. Web benchmarking. develop strategic plans. Coffey’s approach to custom websites. Founded in 1999. highly-effective mobile application solutions. including SmartMapTM and Collaboration Portal. grow admissions and improve the health of their patients. Connect Healthcare (A PhotoBooks Company) celebrates twenty-one years connecting institutions with consumers. Coffey Communications. We’ve helped healthcare clients from across the country build their brands in ways that connect with consumers and we can do the same for you. technology. social media planning among other services. defense. Over the past 17 years. Our solution allows healthcare organizations to identify market opportunities. From building innovative recruitment programs for national associations to creating digital sales tools for global manufacturers or breathing new life into established healthcare brands — ND&P has been assisting its clients build brands. web. execute growth activities. MEDSEEK has focused exclusively on strategic patient engagement solutions including web. measure marketing campaigns against reportable ROI and improve patient and physician engagement. MarketWare is a Physician Relationship Management system used in hundreds of healthcare organizations across the country to grow and protect market share. 9 . Since 1996. Web site assessments. Greystone also offers products for hospitals. Printed Directories. Services include Internet strategic planning. we enable hospitals to build efficient physician alignment. We help health systems hone in on high value physicians to maximize marketing dollars and drive optimal decision making. eVariant captures and integrates healthcare business data onto one platform. the MEDSEEK Influence platform provides an integrated set of capabilities to help hospital marketers better predict the needs of their patient population. retention.com. targeted relationships with Physicians/Nurses (MedNews Plus). make real-time updates. technology selection. educate and measurably influence consumer and physician behavior. Our patents pending MobileSmith™ platform enables clients to rapidly build. mobile. is a national leader in print. Inc. Mobile Directory APPs. mobile and social content marketing for hospitals and health plans. providers and your market in a whole new way. Patients/Caregivers (Patient e-Prep) and Consumers (My Health e-News & My Health e-Recipes). intranet strategic planning. Since 1983. Swanson Russell is a full-service advertising agency specializing in healthcare for 20 years. Print-on-Demand capability. deploy. SEO.. With over 25 years of experience. Marketing healthcare is a unique challenge as nobody wants to go to a hospital or see a doctor.greystone. reach. Yet. MobileSmith™ is the leading provider of easy-to-use. engage patients and families in wellness and prevention initiatives and provide a superior online healthcare experience that results in lasting health-related loyalty. The Barlow/McCarthy team has hands-on expertise in defining and implementing the right strategy and structure to bring hospitals and physicians in sync. and Facebook directories). visit us at www. With no coding experience clients can build user-friendly applications within hours. social and predictive analytics. To learn more. high referral physicians and HCPs across regions and practice areas. and measure return on investment. Neathawk Dubuque & Packett is a full-service advertising and public relations firm serving healthcare. MarketWare’s proven solution gives a hospital’s business development team the tools and experience to grow patient volume through well-managed physician relationships.S.coffeycomm. medical practice development.Net has assisted more than 250 hospitals and health systems meet their Internet need. Mobile Optimized Directories. Private Health News’ (PHN) interactive e-communication solutions and CRM/Marketing tools help providers build ongoing. and quickly reuse already proven functionality. publications and mobile solutions positions our clients as the most trusted source for health care information.com or call 800-253-2030. Through this platform. specific health interests and needs — with measurable results — while persistently promoting a provider’s programs. Our PxDx Targeting solution reveals high volume. launch products. the selection of a hospital or physician is perhaps the most important decision a consumer will ever make. and manage custom mobile apps deliverable across operating systems. graphic redesign.
you’ll find a large array of fine dining restaurants. 23. ACHE Category II Eligible The Forum for Healthcare Strategists. rooms will be available at the group rate on a space available basis. 10 .Details Westin Kierland Group Discounts Available The development of a comprehensive marketing and communications strategy is a joint effort of executives throughout a healthcare organization. Participants in this program wishing to have the continuing education hours applied toward Category II credits should indicate their attendance when submitting application to the American College of Healthcare Executives for advancement or recertification. call the Westin Kierland directly at 800-354-5892 and identify the meeting as the “Healthcare Marketing Summit” to get the special rate of $245 single/double. ext. Call early to ensure availability! Special Conference Features Stay Connected Wireless Internet access will be provided in the meeting rooms compliments of Health Market Science. Leave the Shipping to Us Collect as much valuable information as you’d like. This rate includes Wire/Wireless Internet access in guest rooms and spa fitness center access. and send it home compliments of Coffey Communications. The room block will be released on Friday. team attendance is encouraged. call toll-free at 866-440-9080. but might be sold out before that date. The official hotel for the Summit is the Westin Kierland. Excellence Guarantee The Forum for Healthcare Strategists is committed to excellence in educational programming. located in the heart of “new” Scottsdale and set against the picturesque mountain ranges. Special Needs If you need assistance with special arrangements. To make reservations. just one block away. And. Reservations must be guaranteed with a major credit card. you may return your conference materials while on-site and we will refund your registration fee minus a $150 processing fee. along with an abundance of retail shops. This inspiring AAA Four Diamond resort. ext. April 5. Inc. or when the room block is filled. Please contact the Forum directly. will fill you with a sense of old Arizona and how it has evolved into the country’s most luxurious destination. Discounts for groups of two or more are available. at 866-440-9080. Therefore. Be sure to make your reservation as soon as possible. After the deadline date. is authorized to award up to 18 hours of pre-approved Category II (non-ACHE) continuing education credit for this program toward advancement or recertification in the American College of Healthcare Executives. championship golf. If you are not satisfied with the Summit. such as dietary restrictions or accessibility. 2013. The resort features a full-service spa. Inc. 23. and award-winning dining and upscale shopping.
120* received by 3/8/13 received after 3/8/13 address city Developing Marketing Plans Content Marketing Maximizing Physician Messaging Audio Recordings with Handouts $110 $110 $110 $140 $140 $140 phone fax e-mail $110 for Attendees $395 Non-Attendees Total Due $ 2 Which Category Best Describes Your Organization? * Integrated Delivery System * Hospital * Urban/Suburban * Rural * Academic Medical Center * Health Plan * Insurer * Medical Group Practice * Consultancy * Vendor 5 Payment Information Your registration will be confirmed only after payment in full has been received. 2013. Half-Day Concurrent Session Sunday. if written notification is received on or before March 8. March 8.healthcarestrategy. Confirmation of Registration All registrations will be confirmed within 10 business days of receipt of the registration form and payment. May 5 * Marketing Executives: Transitioning from Volume to Value (Feinberg/ Hitchcock/Holt/Corrigan) Tuesday. less a $150 administrative fee. ext. Please contact the Forum directly. Your assistance in indicating which sessions you plan to attend will help us make appropriate room assignments. All registrations for attendees from the same organization seeking discounts must be submitted together. 2013. 23. Discounts for group registrations (2 or more) are available. IL 60611 Fax registration form(s) with credit card information to: 312-440-9089 Register online at: www. May 7 * Make Room for Video in Your Engagement Strategy * Consumer Trends & Healthcare Brands * Social Media Activation * A check is enclosed.020* Regular $995 $1.Registration Questions? Call 866-440-9080. Verbal cancellations are not accepted. Cancellations received after March 8. please call toll-free. Note: Checking a box does not obligate you to attend the session. ext. May 7 * Transforming Your Hospital’s Digital Marketing Strategy (Boyer/Bevolo) Special Workshop Sessions Tuesday. You may always send a substitute. 2013 are not eligible for a refund. Conference Rates Forum Member Non-Member* Join the Forum ($225 annual fee) *$100 due for Membership Dues ($125 of registration fee will be applied to Forum membership) Pre-Summit Strategy Sessions Fee includes continental breakfast and lunch state zip Eighteenth National Summit Healthcare Marketing Strategies 1 Registrant Information full name first name as you wish it to appear on badge title organization Early $895 $1. 23 May 5 – 7. 3 Half-Day Sessions and Special Workshop Sessions Please check if you plan to attend any of these workshops or half-day sessions. If you do not receive a confirmation. 866-440-9080.com 11 . 2013 Westin Kierland Scottsdale. 6 Get This Form To Us Mail registration form(s) with payment to: Forum for Healthcare Strategists 980 North Michigan Avenue Suite 1260 Chicago. payable to Forum for Healthcare Strategists * I authorize you to charge: * VISA * MasterCard * Discover * American Express name on card card number expiration billing street address billing zip code signature Cancellation Policy The Forum guarantees a refund. Please do not mail or fax forms without payment. AZ 4 Registration Fees Early rates are available if the registration form with full payment is received by Friday.
IL 60611 . AZ Act Today! Early Registration Savings End March 8th! Westin Kierland Scottsdale.com 980 North Michigan Avenue Suite 1260 Chicago.healthcarestrategy. 2013 Westin Kierland Scottsdale.Eighteenth National Summit Healthcare Marketing Strategies A 3-Day National Summit on Market-Driven Healthcare Strategy Featuring Presentations by Healthcare Marketing Masters Including: May 5 – 7. AZ May 5 – 7. 2013 Healthcare Marketing Strategies Eighteenth National Summit Tel: 312-440-9080 www.