October 7–10

Washington State Convention Center

Concurrent Sessions

Jump sto:

Marketing & Digital Engagement | Communications & Public Relations | Strategic Planning 2& Business Development Cross-Functional | Career & Leadership Development


Marketing & Digital Engagement Track

Facebook Live: Opportunities for Health Care Marketing Beyond Point and Shoot
Monday, October 8 | 9:10–10:10 a.m.
When Facebook unveiled its live streaming feature, health care communicators and marketers were handed a new tool to capture authentic moments in real time for their audiences. Not only was the platform easy to use, it provided an immersive social experience between prospective patients, hospital staff, and other community members. The VCU Health communications team pioneered utilizing Facebook Live, incorporating it into their strategy soon after it launched. From live streaming health seminars, to getting on-the-ground reactions of medical students on match day, to one-on-ones with doctors talking about unique medical issues, the possibilities for health care marketing are endless.

Learning Objectives:

  • Develop programming specific to the live streaming platform.
  • Capitalize on Facebook Live’s functionality to increase brand equity.
  • Use low- and high-tech equipment for a variety of broadcasting formats.

Speakers

  • Anne Dreyfuss, Public Relations Specialist, VCU Health System
  • Keith Kaufelt, Social Media Specialist, VCU Health System
  • Cynthia Schmidt, Chief of Marketing, VCU Health System

Bigger, Better, or Both? Building a Brand-in-Demand Through Mergers and Strategic Partnerships
Monday, October 8 | 9:10–10:10 a.m.

Health systems are increasingly expanding their reach into new geographies through partnerships of all sizes in order to serve new communities and deliver the full care continuum. This can help win patients across the entire spectrum — but the challenge lies in becoming more than just a bigger, hyphenated version of yourself. Two New Jersey organizations, Hackensack University Health Network and Meridian Health, faced this in their comprehensive merger. How would this newly consolidated brand convey the benefit of the merger and deliver a new level of care? Learn valuable lessons for branding and marketing success in health care’s merger-heavy market.

Learning Objectives:

  • Learn how to create successful, sometimes surprising partnerships (while avoiding inherent challenges and pitfalls), to build your brand and deliver what consumers want, when and where they want it.
  • Evaluate and determine what type of consumer insights are needed to develop a successful strategy and marketing campaign for the newly merged brand.
  • Articulate the enhanced benefits of the newly merged brand to various audiences with different interests and concerns.

Speakers

  • James Blazar, Executive Vice President and Chief Strategy Officer, Hackensack Meridian Health
  • Patti Winegar, Managing Partner, SPM Marketing & Communications

Listen to Me! I’m Your Digital Customer!
Consumerism
Monday, October 8 | 9:10–10:10 a.m.
Most of your website visitors have a very specific mission, which, in turn, has a profound impact on customer experience and brand perception. As a marketer and/or digital influencer, this represents a tremendous opportunity. In this session, participants will learn how to collect real time point of service feedback from web visitors and leverage that information to make website changes that will improve usability and ultimately brand image. Mike and Neal will share case studies and examples from health care websites where customer observations and feedback led to positive changes like increased and improved conversions and greater ROI.

Learning Objectives:

  • Recognize the value and importance of collecting customer feedback. (Should I collect website visitor feedback and usability data? Why?)
  • Identify ways to leverage and prioritize feedback and turn that information into actionable items. (How do I use this data once I get it?)
  • Demonstrate the effectiveness of simple user-driven website changes that can have a profound impact on customer experience and brand perception. (What is the ROI?)

Speakers

  • Rob Klein, Founder & CEO, Klein & Partners
  • Neal Linkon, Director of Marketing Operations, Children's Hospital of Wisconsin

Teaching Social: Why Understanding Social Media’s Usage and Impact Is Important for Every Employee
Monday, October 8 | 11:35 a.m.–12:35 p.m.
This session will demonstrate the need for advocacy, professionalism, branding, and awareness on social media’s impact for brand success. Find out how Nationwide Children’s two-person social media team is able to train everyone from the C-suite, to physicians, to new hires on how to best engage and advocate on their brand's behalf.

Learning Objectives:

  • How to build your curriculum to fit the needs and usage of every employee.
  • How to get buy-in from the C-Suite.
  • How a social media curriculum can elevate your brand.

Speaker

  • Diane Lang, Manager of Social Media, Nationwide Children's Hospital

Health Care Customer Experience: Managing Customer Convergence (Advanced)
Consumerism
Monday, October 8 | 11:35 a.m.–12:35 p.m.

We’re all health care consumers, purchasing everything from aspirin to prescription drugs to fitness wearables. As health plan members, we’re faced with budgeting monthly premium payments and managing out-of-pocket expenses. When it comes to physician and hospital services, we assume the role of patient. The common thread is that we’re always a customer. And, we’re customers with expectations set by an always-on, convenience driven world where we have access to more and better information than we’ve ever had before. What needs to happen to replace health care consumer confusion and complexity with customer confidence and contentment?

Learning Objectives:

  • Understand how the health care consumer journey from payer to provider to retail is changing as the landscape shifts and lines of accountability blur.
  • Examine the role of data, technology, brand narrative and payment schemes on health care marketer’s ability to influence and manage change.
  • Explore how the commoditization and digitalization of health care is elevating customer experience as the ‘new’ competitive differentiator.

Speakers

  • Patrick Carroll, Medical Director, Walgreens
  • Megan Pruce, Vice President of Marketing, Vanderbilt University Medical Center
  • Lindsay Resnick, Executive Vice President, Wunderman Health

Using Data to Guide an Online Locations Strategy for a Complex System

Monday, October 8 | 11:35 a.m.–12:35 p.m.

Between local search trends, developments in voice search, fierce keyword competition, and the connection to business listings, developing a comprehensive location strategy is challenging. Developing that strategy for a multi-entity, integrated system becomes even more complex. Attend this session and learn how UNC Health Care and Geonetric used extensive web analytics and stakeholder feedback to create a comprehensive location strategy, with special attention paid to UNC Health Care’s specialty clinics.

Learning Objectives:

  • Use data from Google Analytics, heatmapping, scrollmapping, site search, and stakeholder surveys to create a comprehensive strategy for your locations.
  • Make decisions about content strategy, design, and functionality that balances consumer expectations and the needs of your organization.
  • Create a strategy to improve your organization’s competitiveness in local search, while reducing the internal competition among your own locations

Speakers

  • Katie O'Brien, Director of Digital Strategy, UNC Health Care
  • Jaimie Somlai, Account Strategy Director, Geonetric

Marketing Metrics That Matter: How Lehigh Valley Health Network Demonstrates Marketing's Revenue Contribution

Monday, October 8 | 11:35 a.m.–12:35 p.m.

By measuring marketing impact on business metrics, the marketing team at Lehigh Valley Health Network can look their CFO in the eye and say for every dollar invested in marketing, the system receives nearly eight dollars back in payments. Equipped with the right technology, marketing teams can evolve past conversations focused on physicians on billboards, social shares, or website visits to deliver C-suite ready dashboards that show marketing’s contribution to revenue. Attend this session to learn how to develop quarterly C-suite dashboards that summarize the metrics that matter, such as lead-to-patient conversion rates, marketing's impact on payor mix, marketing ROI, and revenue contribution.

Learning Objectives:

  • Understand what marketing metrics should be included in CEO dashboards to demonstrate marketing contribution and ROI.
  • Determine the necessary technologies needed to collect, measure, and analyze marketing performance metrics.
  • Learn tips for developing and delivering C-suite dashboards.

Speaker

  • Daniel Lavelle, Marketing Administrator, Lehigh Valley Health Network

Creating a Hospitality-Influenced Reputation Management Strategy in Health Care
Tuesday, October 9 | 11:10 a.m.–12:10 p.m.

What happens when a former executive from Starwood Hotels and Resorts takes over marketing at a physician practice? Florida Orthopaedic Institute implemented a strategy for creating a 5-star customer experience ― and attracting more patients ― with online reputation management playing a vital role. Learn about the approach, tactics and technology platform behind their reputation management program including: Adopting a high-touch approach for responding to patient reviews and surveys; Improving customer experience across its locations with patient feedback; Increasing online reviews and survey responses with email and mobile-texting campaigns; And winning over physicians skeptical of online reviews

Learning Objectives:

  • Discuss managing patient feedback as a strategy for improving customer experience.
  • Identify tactics for gaining physician and staff buy-in on the program.
  • Assess how technology can help facilitate a customer-centric strategy.

Speakers

  • Donna Bossuyt, Director of Marketing and Customer Service, Florida Orthopaedic Institute
  • Kim Mott, Marketing & Customer Service Manager, Florida Orthopaedic Institute

“Radical Convenience": The Future of Health Care Delivery
Tuesday, October 9 | 11:10 a.m.–12:10 p.m.
“Radical convenience” has transformed the way Henry Ford Health System delivers care to their patients. Learn how you can use new, non-traditional health care delivery technologies, such as telemedicine, online scheduling, convenience clinics, and social media applications to deliver higher quality, more efficient patient care.

Learning Objectives:

  • Develop and implement non-traditional, retail based, and virtual health care delivery modalities.
  • Develop the research necessary to overcome the internal and external challenges to non-traditional health care delivery models.
  • Engage and integrated operations with marketing, public relations, social media to launch non-traditional health care delivery campaign.

Speakers

  • Patricia Lecznar, Senior Marketing Specialist, Henry Ford Health System
  • Ara Telbelian, Director of Brand Management and Marketing, Henry Ford Health System

Know Me.
Tuesday, October 9 | 11:10 a.m.–12:10 p.m.
Know me. Know my purchase patterns. Know my search behavior. Know my demographics. Customers expect businesses to know who they are and to market to them accordingly. Of no surprise, health care is no exception. We need to target customers based on who they are and how they interact with us. Join us for details on recent marketing automation initiatives that have improved the experience for both the customer and the provider.

Learning Objectives:

  • Using marketing automation to improve the customer experience.
  • Testing, learning, and optimizing automation initiatives to maximize response rates.
  • Leveraging CRM to meet Meaningful Use objectives.

Speakers

  • Sara Hartley, Senior Director of Client Development, Healthgrades
  • Kay Kerman, Manager, Children's Health

Preparing For the Smart Home: Using a Headless CMS to Give Your Content Life Beyond The Web
Tuesday, October 9 | 11:10 a.m.–12:10 p.m.
Wearable devices, the internet of things, and more are forcing marketers to rethink how they deliver content. Some marketing teams are building a “Headless Content Management System” to publish content across channels with the click of a button (Content as a Service). This allows an article on healthy eating to be published to your website, social channels, and your patients’ smart refrigerators, with minimal effort. Vanderbilt University Medical Center (with their partner Modea) will reveal how their headless CMS provides greater flexibility and a readiness to respond to rapid change in how consumers digest content.

Learning Objectives:

  • To understand what Content-as-a-Service is and how it allows a health care organization to be ready for Amazon ECHO and beyond.
  • To identify best practices when building a headless CMS architecture.
  • To hear a case study about how Vanderbilt has put Content-as-a-Service to the test and seen immediate results.

Speakers

  • Bryce Cannon, President, Modea
  • Cynthia Manley, Director of Content Marketing & Social Engagement, Vanderbilt University Medical Center

Using Data-Driven Experiential Marketing to Engage and Educate Consumers Around Choosing the Appropriate Level of Care

Tuesday, October 9 | from 8:30–9:30 a.m.

OhioHealth is expanding emergency care in the communities we serve through a network of retail-oriented, consumer friendly freestanding emergency care locations. This expansion is coupled with an already robust network of urgent care and primary care locations. As we expand our front doors, and offer various levels or care across our communities, we are challenged with ensuring that consumers understand these choices and choose the right care at the right place at the right time. This session will look at how OhioHealth took a non-traditional marketing approach to engage and educate consumers around this topic.

Learning Objectives:

  • Understand the value of experiential marketing as part of an integrated marketing campaign.
  • Create interactive technology to help consumers navigate the appropriate level of care.
  • Develop experiential marketing metrics that align with campaign and business goals.

Speakers

  • Kara Coates, Director, Events and Sponsorships, OhioHealth
  • Lewis Sanderow, Senior Director, Marketing, OhioHealth

Health Care Marketing to the New Americano

Tuesday, October 9 | from 8:30–9:30 a.m.

The United States is projected to be a “minority majority” by 2045 and currently 44 percent of Millennials are part of a minority race or ethnic group. Discover how L.A. Care Health Plan, the largest publicly-run health plan in the country, successfully marketed to multicultural groups to capture significant commercial and Medi-Cal (Medicaid) market share from competitors. Learn how an emerging best practice, the “Total Market Approach,” can create market advantages for health plans, hospitals and health systems by leveraging core human truths across general market and multicultural audiences as these groups merge into the “New Americano."

Learning Objectives:

  • Understand how changing demographics and the emerging “New Americano” will have an increasing impact on future health care branding and marketing strategies.
  • Discover the nuances and challenges of marketing health care successfully to a variety of unique cultures and ethnicities due to the “minority mindset.”
  • Learn about the Total Market Approach, an emerging best practice for health care marketers, to communicate cohesively to both English/general market and multicultural health care audiences.

Speakers

  • Simon El Hage, Director of Strategic Planning, Maricich Health
  • Alex Gallegos, Senior Director of Sales and Marketing, L.A. Care Health Plan
  • Julian Hernandez, Client Engagement Director, Maricich Health

What Google and Amazon Are Teaching Health Care Marketers About Website Redesigns
Tuesday, October 9 | from 8:30–9:30 a.m.
What can Google and Amazon teach health care digital marketers about best practice digital engagement, design and brand experiences that go beyond "being pretty" and attract, convert and retain meaningful business leads? Join Ochsner Health and White Rhino as they showcase the best of consumer interface design and share recent Ochsner.org redesign updates.

Learning Objectives:

  • Why basing the design of your hospital website on Google's interface design is a good business decision (and differentiates your brand).
  • How to architect your hospital website to be patient-friendly vs. based on your org chart (patients search "eye care" not Department of Ophthalmology).
  • What you need to know to apply this type of consumer-marketing awareness (and digital strategy) to your next hospital website redesign project.

Speakers

  • Dan Greenwald, Chief Executive Officer and Founder, White Rhino
  • Amber Welch, Director of Digital Content, Ochsner Health System

Life After Relaunch: Renewing Your Website Strategy for Digital Customer Engagement
Wednesday, October 10 | 8:30–9:30 a.m.
We all know a website is never done, but health systems often struggle to keep momentum after a large site redesign. Team members move onto new projects, external partners go away, and digital teams can end up in “firefighting mode” rather than advancing their vision for better digital customer experiences. But it doesn’t need to be this way. Learn how Northwestern Medicine has structured their processes, technology, and staff to create ongoing operational capabilities for sustainable post-launch success.

Learning Objectives:

  • Plan for continuing to nurture their website after launch.
  • Identify various opportunities to measure and improve their site.
  • Successfully communicate website priorities and progress to leadership and physicians.

Speaker

  • Stephen Strong, Director of Digital, Northwestern Medicine

Bringing Population Health to Life: Strategies for Marketing (and Health Improvement) Success
Population Health
Wednesday, October 10 | 8:30–9:30 a.m.

As health care marketing professionals, we are all struggling to get our heads around the concept of population health. What does it mean to our organizations? How do we deploy pop health strategies that are beneficial from a business perspective? What is the role of marketing in population health? How do we engage internal and external stakeholders?

A panel of experts from around the country will share their experiences and best practices in operationalizing population for their health care systems. Attendees will also receive a model for population health planning—a practical guide that can be implemented immediately in any type of organization.

Learning Objectives:

  • Understand the role of marketing in population health implementation.
  • Identify at least three strategic approaches to population health within the health care setting.
  • Define the steps in population health planning.

Speakers

  • Kelly Meigs, Director of Marketing, Strategy, and Planning, Tanner Medical Center-Villa Rica
  • Christopher Smalley, Director of Strategic Marketing and Communications, Beth Israel Deaconess Hospital Plymouth
  • Amy Stevens, Vice President of Marketing and Communications, Tidelands Health
  • Facilitator: Susan Dubuque, Principal, ndp

Finding Sticky Calls to Action "CTAs" for Sensitive Conditions
Population Health
Wednesday, October 10 | 8:30–9:30 a.m.

While consumers are open to information about heart health, orthopedics, diabetes, birthing centers, and sleep studies ― they struggle with other conditions. Think back to the first time you were tasked with promoting bariatric surgery, urinary incontinence, colonoscopies, or even prostate exams. These present a challenge because getting a person to take action is difficult, and it’s easy to offend people. It is hard for a consumer to pick up a postcard from their mailbox and attend a surgical weight loss seminar right away. Good marketers are thinking about CTAs that are easy to complete, are shareable and sticky!

Learning Objectives:

  • Discuss, in small groups, specific services that are most difficult to market.
  • Understand the barriers to entry for consumers, as it relates to traditional CTAs.
  • Identify measurable CTAs for sensitive conditions and procedures.

Speakers

  • Elicia Newcom-Gregory, Director of Marketing, Norton Healthcare
  • Bridget Thomas, Director of Client Success, Medicom Health

What Physicians Are Really Reading and How to Get on the Short List
Physician Strategies
Wednesday, October 10 | 9:45–10:45 a.m.

Learn how to capture the attention of a very busy physician audience with Rose Herring from Atrium Health, formerly Carolinas Health Care System, and Dr. Nate Gross, the Co-Founder of Doximity. We will share our insider secrets on what physicians are really reading and how Carolinas employed physician digital marketing to drive new referrals and separate themselves from the pack!

Learning Objectives:

  • Communicate with physicians on social media strategically and effectively.
  • Explore ways to build your brand and generate referrals online.
  • Measure the impact of your physician marketing efforts.

Speakers

  • Nate Gross, MD, Co-Founder, Doximity
  • Rose Herring, Senior Director of Strategic Marketing and Physician Liaison Services, Atrium Health

Embracing the Patient Voice to Attract the Engaged Health Care Consumer
Population Health
Wednesday, October 10 | 9:45–10:45 a.m.

The patient voice and consumer-focused initiatives can have a very real impact on a hospital’s bottom line. With senior executive direction and support, your organization can take a fresh look at how the patient voice is collected and analyzed, how performance improvement programs can utilize the associated data and insights, and how to maximize the impact on system brand and market position. Senior health care executives will learn the importance of key strategies when incorporating consumer-focused initiatives into their strategic plans.

Learning Objectives:

  • Align strategy, patient experience, and marketing efforts to benefit the patient and improve operational performance.
  • Understand what patients want and how to meet those needs.
  • Modernize and reorient your marketing efforts to improve efficiency and impact.

Speakers

  • Chrissy Daniels, Partner, Consulting, Press Ganey Associates, Inc.
  • Dennis Jolley, Chief Strategy and Communications Officer, Vice President for Institutional, Gillette Children's Specialty Healthcare

David vs. Goliath: How Rural Hospitals Can Thrive in Competitive Markets
Wednesday, October 10 | 9:45–10:45 a.m.
Successful branding builds strategic awareness, where consumers recognize the brand and understand the distinctive qualities that set it apart from the competition.In a health care landscape where rural organizations are constantly facing competition from larger entities with extensive marketing budgets, it is important that key organizational values are communicated. This session will explore creative ways to capitalize on internal and external resources to support brand position and implement outreach opportunities at little to no cost. You will also learn how organizations can build market share with community engagement, positioning your service lines and smarter advertising.

Learning Objectives:

  • Learn specific, cost-effective communications tactics for a community relations program, including targeted advertising, community engagement events and hospital operations.
  • Strategies to shift your organizational brand toward your community.
  • How to position rural hospitals as a community champion to build local market share.

Speakers

  • Julie Akers, Marketing Coordinator, Madison Health
  • Christine Varela, Partner, DH

Trust, Transparency, and Choice: Helping Future Health Care Consumers Through Digital Engagement
Consumerism
Tuesday, October 9 | 1:50–2:50 p.m.

The consumerization of health care is upon us. Learn how to obsess over your customers in the same way as Amazon by adopting a patient-focused initiative that creates a personalized, one-to-one experience. This begins with trust and transparency, and results in speaking more effectively to the needs of a patient through the lens of a retail consumer.

Learning Objectives:

  • Use digital personas to drive decision-making.
  • Create a leadership-supported, meaningful Digital Customer Interaction Strategy (DCIS).
  • Manage expectations of a leading-edge digital initiative.

Speakers

  • Christine Gallery, Senior Vice President Planning & Chief Strategy Officer, Emerson Hospital
  • Jeff Steblea, Senior Account Executive and Data Strategist, SilverTech, Inc.

The Evolving Digital Team: Why Hiring a Digital Knowledge Manager Is a Winning Strategy
Tuesday, October 9 | 1:50–2:50 p.m.
By 2020, 50% of searches will be voice, and the use of voice-enabled speakers will grow by 130% in the next year. As the digital ecosystem shifts towards intelligent services, it is up to the health systems and medical groups to manage their data so that they can provide patients with accurate, consistent, and up-to-date knowledge about their physicians, offices, etc. no matter where patients are looking. In response to the shifting digital landscape, health care organizations are beginning to implement a new role on their marketing teams: Digital Knowledge Manager. This session will explore the transformation of the health care industry and the resulting needs and roles required to succeed.

Learning Objectives:

  • Understand how patients are using new technologies to search for health information.
  • Articulate why it is important for health care organizations and marketing teams to hire a Digital Knowledge Manager, an evolved role on today’s health care marketing teams.
  • Know how to easily update their health care system’s digital knowledge across all platforms, devices, and intelligent systems (including ChatBots and voice-enabled assistants).

Speakers

  • Carrie Liken, Head of Industry of Health Care, Yext
  • Amy Middleton, Director of Marketing, IHA

Driving Service Line Reputation and Volumes Through Sports Marketing Partnerships
Tuesday, October 9 | 1:50–2:50 p.m.
Leading health care providers are tapping the power of sports to help support a range of branding, reputation, B2B, and employee engagement efforts. As marketers seek ROI from increasingly sophisticated team partnerships, driving service line reputation and volume through sports programs is becoming critical to leveraging their contracted marketing assets.Join CHI Franciscan Health’s Chief Strategy Officer Thomas A. Kruse, their Sports Marketing Agency (Bendigo) CEO Jeff Sofka, and Allison Smyrl, Director of Marketing Partnerships with the Seattle Sounders (soccer team), to learn how CHI Franciscan developed sports marketing programs to support Oncology, Cardiac, and Orthopaedic Service Lines.

Learning Objectives:

  • Understand how Sports Teams rights can support a range of marketing objectives.
  • Cite meaningful case studies from a major health care system and Major League sports franchises highlighting strategies and tactics for delivering ROI.
  • Gain insights into how sports teams rights can deliver for specific Service Lines.

Speakers

  • Thomas Kruse, Chief Strategy, Integration, and Innovation Officer, CHI Franciscan Health System
  • Allison Smyrl, Director of Marketing Partnerships, Seattle Sounders
  • Jeff Sofka, Chief Executive Officer, Bendigo

The Real Reason Loyalty Lacks in Health Care (and How to Fix it)
Research and Analytics
Tuesday, October 9 | 1:50–2:50 p.m.

Health systems have long been successful at attracting and retaining customers with the, if you build it, they will come mentality. Yet with the meteoric rise of health care consumerism within the past few years, people like you and me have an unprecedented number of choices of provider and care options, including opting out of care altogether. As a result, creating loyalists in today’s health care industry is nearly impossible without the right insight into the wants, needs, and expectations of those we hope to serve. Join us to learn how to measure and design for loyalty in tomorrow's health care.

Learning Objectives:

  • Understand the significant impact of increased loyalty on their health system.
  • Identify opportunities to capitalize on voice of consumer feedback for customer engagement and growth.
  • Bring actionable insight home to begin designing for loyalty.

Speaker

  • Edward Rafalksi, Chief Strategy and Marketing Officer, BayCare Health System
  • Brian Wynne, Vice President and General Manager, NRC Health

Communications & Public Relations Track

Driving Thought Leadership for the Nation’s Largest Nonprofit Health System
Monday, October 8 | 9:10–10:10 a.m.
Establishing your organization’s POV is crucial to connecting with target audiences and engaging key stakeholders. In this session, Johnny Smith Jr., Senior Director of Public Relations for Ascension, will demonstrate how to develop a strategic thought leadership program that aligns with your organization’s mission, strengthens its brand and distinguishes it as a leader. He will discuss how to cut through a cluttered health care landscape to help your organization and its senior leaders reach the right audiences with the right messages. Johnny oversees national and local thought leadership, reputation management and public affairs for Ascension’s 141 hospital system and for-profit subsidiaries.

Learning Objectives:

  • Understand how to develop a strategy that aligns with your organization and strengthens your brand.
  • Know how to identify authentic opportunities to advance company messages through leadership voices.
  • Know how to evaluate progress and adjust strategy and tactics as needed based on impact of message on key audiences.

Speaker

  • Johnny Smith, Senior Director of Public Relations, Ascension

More Than a Press Release: Using Original Research to Add Value to the Conversation
Monday, October 8 | 9:10–10:10 a.m.
As part of a nationwide survey, University of Utah Health asked thousands of patients, physicians and employers to prioritize different aspects of value – cost, quality and service – in health care. This value survey has been an important tool to help better understand how we as a nation understand value in health care and it’s been a valuable resource as a marketing and communication tool. We will share how marketing and communications offices can use original research to help gather insights into clinical marketing efforts, internal culture change, and earn local and national media.

Learning Objectives:

  • Understand better how patients, providers and employers define value in health care.
  • Understand how they could begin their own original research to impact and jumpstart their own content marketing and brand campaigns.
  • Understand how the same original research can impact internal and corporate/strategic communications.

Speakers

  • Amy Albo, Publisher, University of Utah Health
  • Kathy Wilets, Director, Media Relations & Content Marketing, University of Utah Health

The New Health Care Content: Where Earned Media and Social Media Intersect
Monday, October 8 | 11:35 a.m.–12:35 p.m.
More than ever before, health care communications professionals need to have content marketing strategy to tie to bottom line business results. Content marketing isn’t just writing content, it’s getting exposure for that content. That’s where the siloed worlds of earned media and social media collide. Are you prepared for this industry change? Take a dive inside the innovative content distribution techniques being used by top health care organizations such as Orlando Health. The organization will shares its secret for consistent success combining earned and viral campaigns. Learn a content marketing approach that garners patient referrals, donations and more by integrating outreach channels.

Learning Objectives:

  • Transition from traditional health care communications professional to content marketing rock star.
  • Distribute and maximize the value of multimedia campaigns by amplifying them across multiple media channels, such as earned media, owned media, and social media.
  • Create a content marketing plan to strategically align with bottom line hospital goals such as donations, referrals, funding, and more.

Speakers

  • Lisa Arledge Powell, President, MediaSource
  • Michael Schmidt, Vice President, Arnold Palmer Medical Center Foundation

Ditching the Silos: Developing a Crisis Communication Plan that Works Across a Health Care System
Tuesday, October 9 | 11:10 a.m.–12:10 p.m.
Is your hospital part of a system with facilities of varying sizes and staff ― particularly for communications? Do you feel like you're an island who has to handle everything on your own? What if a crisis occurs? When the MarCom team at OSF HealthCare was centralized it became clear there was no standard procedure when it came to crisis communications. Each hospital followed old rules without tapping into the resources of a centralized marketing/communications team. This session will cover how OSF HealthCare took 70 MarCom members across 13 facilities and developed a crisis communication plan for all.

Learning Objectives:

  • Use Performance Improvement tools to develop your plan.
  • Create a Toolkit Reference Guide for your staff.
  • Train your staff and sustain the plan.

Speakers

  • Shelli Dankoff, Media Relations Program Manager, OSF HealthCare
  • Scott Lungwitz, Web Coordinator, OSF HealthCare

Employee Engagement: The Journey to High Reliability in Health Care
Tuesday, October 9 | 1:50–2:50 p.m.
The Air Force Medical Service (AFMS) is going through a cultural transformation to become a High Reliability Organization. High reliability requires steadfast focus by the entire workforce on identifying potential problems and high-risk situations before they lead to an adverse event. AFMS hosted the “What’s Your Why” Campaign to raise awareness about the transformation effort and to inspire Airmen to join the journey by telling their “why” ― their personal reason for dedication to high reliability health care. The presentation overviews the methods, results, and lessons learned in launching a campaign that pilots purpose-driven work and boosts engagement and productivity.

Learning Objectives:

  • Implement storytelling tactics to drive purpose-driven work.
  • Apply specific methods proven to drive and sustain a culture change in multiple settings.
  • Generate concepts and ideas for campaign marketing materials.

Speakers

  • Marisa Cole, Associate, Booz Allen Hamilton
  • Holly Levanto, Lead Associate, Booz Allen Hamilton
  • Christian Lyons, Special Assistant to the Air Force Surgeon General for Trusted Care, Air Force Medical Service

Building a Culture of Safety In Your Organization
Tuesday, October 9 | from 8:30–9:30 a.m.
As part of a safety assessment, employees of Signature Healthcare were asked about the priorities of the hospital’s leadership. Surprisingly, patient safety was not in the list of their responses. This was a jolting revelation. In response, Signature’s CEO, Kim Hollon announced his own version of the Moon Shot. In 2015, he led the launch of an initiative making patient safety the number one priority of his organization and creating a culture of safety among his employees. Hollon recognized the need for a full-blown internal marketing program that would promote this new culture of safety – keeping it in the foreground.

Learning Objectives:

  • Develop an understanding for what is required to implement cultural change within an organization. In Signature Healthcare's case, developing a culture of safety meant training 2,700+ employees and continually reinforcing that training through an ongoing communications program.
  • What tools are required to effectively and persuasively communicate change to a large employee population spread out across multiple facilities.
  • How to make patient safety relevant to those employees who are not on the front line with employees and who do not work in a clinical setting.

Speakers

  • Dan Dunlop, President and CEO, Jennings Healthcare Marketing
  • Kim Hollon, President and Chief Executive Officer, Signature Healthcare Brockton Hospital
  • Lorraine McGrath, Director of Marketing, Signature Healthcare Brockton Hospital

When Employee Engagement Is Essential, MANAGERS MATTER MOST!
Tuesday, October 9 | from 8:30–9:30 a.m.
Industry leaders are finally acknowledging that achieving the productivity, margin, quality and patient satisfaction goals that are essential for success depends in large part on employees: the people who do the work, who provide and support patient care and service. Research conducted from 2014-2017 as part of internal communications program planning at health systems with a total of 115,000 employees found one striking commonality: Managers Matter Most. That research also found that managers need significant help to succeed as “key communicators” ― the kind of help that systems like University Health System are providing in innovative ways that deliver results: significant improvement in employee engagement levels.

Learning Objectives:

  • Identify reasons why their organization's managers are unable or unwilling to play the "key communicator" role.
  • Use existing and conduct original research to pinpoint problems and opportunities for change.
  • Work with managers to help them design their own customized, "this size fits US" communications and dialogue effort to inform and engage their employees in achieving organizational goals.

Speakers

  • Leni Kirkman, Sr. Vice President of Strategic Communications and Patient Relations, University Health System
  • Kathleen Lewton, Principal, Lewton, Seekins & Trester, Of Counsel, Padilla

Not Just Another Ribbon Cutting: Turning Opening Events into Strategic Messaging
Wednesday, October 10 | 8:30–9:30 a.m.
When Dayton Children’s Hospital had almost completed a more than $200 million dollar expansion and revitalization project, the marketing team was tasked with turning four opening events on two campuses into something more powerful than just another ribbon cutting. The resulting plan used each event as a tent pole to elevate the hospital’s brand, showcase services, spotlight providers and highlight community commitment. The end result were events that left a lasting impression on all audiences ― staff, donors, community members, patients, community leaders, and stakeholders and exceeded media and social media goals by 100 percent.

Learning Objectives:

  • Think of opening events as less about the bricks and mortar and more about a lasting brand message.
  • Develop tactics that make for good media coverage and engage all stakeholders in ways that will resonate with them.
  • Execute high level, intricate plans involving multiple partners around a single focus, manage changing details, and keep all parties happy!

Speakers

  • Julie Cannon, Marketing Coordinator, Dayton Children's Hospital
  • Stacy Porter, Public Relations Manager, Dayton Children's Hospital

6 Secrets From 47,381 Email Campaigns to Physicians
Physician Strategies
Wednesday, October 10 | 8:30–9:30 a.m.

Every survey of physicians indicates that their preferred method of receiving news and information is through email. Over the last nine years, we have sent out almost 50,000 separate email campaigns from a wide range of companies that target physicians. From this huge base of experience, we have pulled out six secrets to make your next hospital email campaign be the best performing one ever. These are way beyond “best practices”; these are secrets. Only small changes are required to get better results from your email campaigns. Come find out how.

Learning Objectives:

  • Improve the performance of their physician-targeted email campaigns.
  • Show improved email performance without increased financial investment.
  • Use a data-driven approach to justify changes to email campaigns.

Speaker

  • Chris Lee, Chief Commercial Officer, DMD Marketing Corp

Vegas Strong: Hospital Disaster Response During the Largest Mass Casualty Shooting in US History
Wednesday, October 10 | 9:45–10:45 a.m.
This session reviews the activation timeline of the media relations team at Sunrise Health System Hospitals as our flagship trauma center closest to the Strip experienced treating 180 patients during the largest mass casualty in US history. Explore how to develop and utilize an emergency preparedness plan, the activation timeline of our internal media relations team, how to field an international crisis level of media inquiries, how to effectively utilize and manage social media during an crisis and post-crisis internal and external communications.

Learning Objectives:

  • Develop an Emergency Preparedness Plan to respond to a mass casualty event.
  • Mobilize a media request and tracking strategy.
  • Harness the power of social channels for hospital-approved communications and to track trending topics.

Speakers

  • Stacy Acquista, Assistant Vice President of Marketing, HCA Far West Division
  • Amy Doane, Vice President of Business Development, Sunrise Hospital & Medical Center

Strategic Planning & Business Development Track

Enabling Virtual Health Across the Enterprise: An AMC’s Perspective
Monday, October 8 | 9:10–10:10 a.m.
Health systems are increasingly offering virtual health services, such as video visit and remote patient monitoring, yet many struggle to integrate and scale their offerings. This session will assess University of Michigan Health System’s approach to implementing virtual health, and present an evaluation framework and business case for a range of virtual health initiatives. It will outline the rationale for an enterprise function to develop services and drive adoption. Participants will gain perspective of how to expand virtual health capabilities by better aligning initiatives with the strategic goals of their institutions.

Learning Objectives:

  • Identify high-potential virtual health initiatives within a variety of strategic contexts.
  • Define the organizational capabilities needed to successfully implement virtual health offerings at scale.
  • Describe the potential strategic impact of emerging virtual health trends for health care providers.

Speakers

  • Royce Cheng, Associate Principal, The Chartis Group
  • Alison Neff, Administrator, Telehealth Program Office, University of Michigan Health System

Red Flags or Solid Strategies: Inside the Mind of Bond Rating Agencies (Advanced)
Monday, October 8 | 11:35 a.m.–12:35 p.m.
We know that bond ratings are a critical marker of an organization’s success. Given the erratic changes in the health care field, what are some of the key factors that rating agencies consider when evaluating your organization? Is it about partnerships, covered lives, revenue, scale? How do rating agencies evaluate your organization’s strategic direction and how may that impact bond ratings? What key aspects of the strategy will be important to emphasize?

Speaker

  • Ken Gacka, Senior Director and Analytical Manager – Healthcare Ratings, S&P Global

The Employed Physician Group: Positioning Your Doctors for Success
Physician Strategies
Monday, October 8 | 11:35 a.m.–12:35 p.m.

As hospitals and health systems continue to grow their networks of employed physicians, health care marketers and strategy officers must address the need to maintain (and grow) patient volume for these practices. In this session, we will explore examples of real health systems’ varying approaches to positioning employed physician groups ― from complete autonomous enterprises, to adjuncts and extensions of hospital-based services, to primary drivers of downstream revenue. In addition, we will identify the opportunities and challenges associated with these different strategic models and offer tactical recommendations for attracting patients in the context of each construct.

Learning Objectives:

  • Understand the reasons for and likely continuation of physician practice acquisition by hospitals and health systems.
  • Evaluate the value and challenges of different approaches to positioning employed physician groups.
  • Determine the most effective method for positioning the doctors working for their hospital and health system.

Speakers

  • Richard Klass, Vice President and Co-founder,, KCI Partners, Inc.
  • Dan Weinbach, President and Chief Executive Officer, The Weinbach Group

A Tale of Three Cities: The Secrets to Successful Ambulatory Strategy Creation, Approval, and Implementation for Urban, Suburban, and Rural Markets (Advanced)
Tuesday, October 9 | 1:50–2:50 p.m.
Real Estate Strategies (“RES”) will moderate an immersive panel discussion with Executive Leaders of three diverse health care providers, Sutter Health (“Sutter”) in Northern California, Tucson Medical Center health care (“TMC”) in Southern Arizona, and St. Joseph Regional Medical Center ("SJRMC") in Lewiston, Idaho. While each face unique Strategic Planning and Implementation challenges in three very different market environments, they are all faced with the task of expanding ambulatory care while also meeting system-wide financial, mission, and executive level objectives. These distinguished executive leaders will share their recent experiences and efforts to expand the impact of their ambulatory networks.

Learning Objectives:

  • Recognize the obstacles involved in creating, approving, and implementing an Ambulatory Strategy for three diverse market types: Urban, Suburban, and Rural.
  • Understand the latest tools, data and resources available to identify opportunities for growth and maximize efficiency in varying markets.
  • Develop a more effective Ambulatory Network and Implementation Plan in varying markets.

Speakers

  • Blain Claypool, Chief Executive Officer, St. Joseph Regional Medical Center
  • Jenifer Turnbull, Regional Vice President, Facility Development, Sutter Health
  • Susan Willis, Senior Vice President and Chief Financial Officer, Tucson Medical Center
  • Facilitator: Charles Black, Chief Operating Officer, Real Estate Strategies, Inc.

Market Analytics for Public Health: Developing a Data-Driven Framework to Address the Opioid Crisis
Research and AnalyticsPhysician Strategies
Tuesday, October 9 | 1:50–2:50 p.m.

Health system professionals have struggled to respond to the opioid crisis, in part because the epidemic has outpaced efforts to develop meaningful quality measures. To address this gap, OptumLabs developed a comprehensive framework of 29 claims-based measures to guide opioid crisis improvement strategies. This presentation will discuss how this framework can guide heafolth system responses to the opioid epidemic, highlight insights from patterns in county-level geographic variation, and identify tactics health systems can deploy to improve performance. We will also discuss new applications of emerging claims data sets, and share ideas for preparing your analytics teams for public health challenges.

Learning Objectives:

  • Apply claims data insights to the opioid crisis.
  • Identify tactics for improving performance on opioid use quality measures.
  • Understand the role health systems can play in responding to the opioid epidemic.

Speakers

  • Catherine Chen, MD, Assistant Professor, Department of Anesthesiology and Perioperative Care, UCSF Health
  • Shay Pratt, Executive Director, The Advisory Board Company
  • Darshak Sanghavi, MD, Chief Medical Officer and Senior Vice President Of Translation, OptumLabs

Does Your Organization Really Value Physician Relations?
Physician Strategies
Tuesday, October 9 | 1:50–2:50 p.m.

Many organizations have a physician relations effort, but the value that leaders place on the initiative is variable. Leading programs create the right communication and demonstrate the right value for their leaders. This session will uncover what leaders and key stakeholders expect and provide ideas to meet expectations. We’ll provide concepts for ensuring there is good understanding and buy-in for the model, methods and measurement with key internal stakeholders and the leadership.

Learning Objectives:

  • Understand the need for aligning the program goals with the strategic goals of the organization.
  • Clearly describe the must haves for demonstrating value to the internal stakeholders.
  • Create a plan that details the steps to achieve a stronger value with internal leaders.

Speakers

  • Kriss Barlow, Principal, Barlow/McCarthy
  • Mitzi Kent, Vice President of Strategic Growth and Provider Recruitment/Relations, Lifepoint Health

Ambulatory Care 2.0: Next Generation Network Design and Growth at an AMC
Wednesday, October 10 | 8:30–9:30 a.m.
The ambulatory care sector is expected to continue to experience significant growth in upcoming years, especially as the implementation of value-based reimbursement and innovative care delivery models that incentivize provision of care in the most clinically appropriate high quality and low cost setting, continue to be a priority for providers and regulators. The speakers will discuss the design of a next-generation ambulatory care network that sustainably integrates services across the system and deploys them in the right geographies to bolster overall competitive advantage.

Learning Objectives:

  • Identify the key components of a high-performing ambulatory care network.
  • Understand the models of care that support and enhance patient outcomes and value-based payment models.
  • Be able to fully integrate and optimize inpatient resources, physician network, and the ambulatory network in a sustainable model.

Speakers

  • Craig Holm, Director, Veralon Partners Inc.
  • Annie Steelman, Vice President, System Strategy, RWJBarnabas Health

An Agile Strategic Planning Process Inviting Diverse Team Participation, Coalition Building, and Open Collaboration, Two-Parts* (Advanced)
Wednesday, October 10 | 8:30–9:30 a.m. AND 9:45–10:45 a.m.
Huggins Hospital in Wolfeboro, NH created a comprehensive, highly participative strategic plan in six months. Believing in the wisdom of the organization, 20% of their employees were invited to provide meaningful input into the strategic and implementation plans. Huggins and Stratasan will involve participants in an agile and nimble planning process with diverse inputs into the strategic plan which includes a new mission, vision, values, strategies, goals, and implementation. Using techniques such as small group meetings, large group meetings, and a coalition of participants (crossing the organization horizontally and vertically), Huggins facilitated conversations for quick strategy and action planning.

*This session will occur over two back-to-back concurrent sessions. We recommend participants attend both sessions.

Learning Objectives:

  • Use tools and techniques to implement an agile and nimble strategic planning process.
  • Build commitment by involving large numbers of diverse employees and stakeholders in the planning process without slowing down the process.
  • Look beyond the “perfect” dataset, answer, or strategy and learn to embrace a direction adopted by the entire organization.

Speakers

  • Lee Ann Lambdin, Senior Vice President of Health Care Strategy, Stratasan
  • Monika O'Clair, Vice President of Strategy and Community Relations, Huggins Hospital

A Chief Medical Officer's Success Story for Physician Engagement, Referral Development, and Wellbeing
Physician Strategies
Monday, October 8 | 9:10–10:10 a.m.

Implementing a structured approach to Physician Engagement and Wellbeing:

  • TMCA went from the 50th percentile to Top 10 nationally in terms of physician engagement and alignment, with double digit increases on the satisfaction survey.
  • Physician turnover decreased by 5%, with first year physician turnover cut in half.
  • Quality improved, with a significant decline in Hospital Acquired Infection.
  • TMCA saw measurable results on decreasing referral leakage, improving referral development, and gaining access for their Physician Relations Manager (PRM) team to meet with key physicians.

Attend this Session to Learn the 4 Key Components to Success!

Learning Objectives:

  • Participants will be able to identify the 4 key organizational components of structuring a physician engagement and referral development program.
  • Participants will learn how to gain C-Suite support and implement similar initiatives at their hospital.
  • Participants will have case study examples that highlight organizational impact, clear results, and the practical approaches to communicating and engaging their medical staff.

Speakers

  • Sherry Borchelt, Assistant Vice President of Strategic Planning, Private Health News
  • Dianne McCallister, Chief Medical Officer, Medical Center of Aurora

Customizing the Health Care Experience for Seniors: What, Why, and How
ConsumerismPopulation Health
Tuesday, October 9 | 11:10 a.m.–12:10 p.m.

Customizing care for seniors will gain significance as more and more baby boomers age into this varied group. Learn lessons from one health system in its multi-faceted approach to meeting the needs of Medicare/the senior population.

Learning Objectives:

  • Understand trends in senior health services.
  • Recognize the challenges this population has in accessing health care in the inpatient and outpatient environment.
  • Understand the benefits and pitfalls of different segmentation strategies for consumers, what works, what doesn’t, and why organizations should keep on trying.

Speakers

  • Donovan French, Interim Division Vice President, Strategy & Business Development, CHI St. Luke's Health
  • Kathryn Lovrien, Partner, Health System Advisors

360° Physician Relationships: Creating an Ecosystem to Foster Connectivity, Physician Engagement, and Grow Referrals

Tuesday, October 9 | 11:10 a.m.–12:10 p.m.

Physician engagement is a top priority for Trinity Health Of New England. Improving communications and building relationships between Physicians, Clinical Leadership, and Consumers is critical to how Trinity is cultivating physician engagement. That means being willing to take an unflinching look at complicated issues such as physician burnout. Three key strategies include implementing a data-driven physician communication campaign spearheaded by the Chief Physician Executive; encouraging physicians to participate in engagement events where they interact with each other and consumers in a meaningful way; and building a platform to allow for actionable feedback.

Learning Objectives:

  • Identify key ways to leverage data-driven marketing strategies to engage physicians and bolster referrals.
  • Create a more cohesive communication ecosystem between physician leadership and referring physicians.
  • Create opportunities for peer-to-peer physician interaction that facilitate a shared clinical mission and integration.

Speakers

  • Joe Connolly, Regional Vice President, Marketing, and Communications, Trinity Health of New England
  • Bruce Kennedy, Executive Practice Leader, Relevate Health Group
  • Amy Kirkwood Albert, Account Director, Relevate Health Group

Strategies for Becoming an Indispensable Organization: A Facilitated Executive Dialogue (Advanced)
Tuesday, October 9 | 11:10 a.m.–12:10 p.m.
Guided by a group facilitator, executive leader attendees will compare critical insights around how organizations are ensuring market relevance in a changing environment – whether through key partnerships, M & A and system integration, alignment with payers, narrow networks, or agreements with new market entrants. (Limited Seating For Executive Leaders)

Speaker

  • Burl Stamp, FACHE, President/Founder, Stamp & Chase, Inc.

Accelerated Business Planning: Nimble Approaches to Compete in the New Environment
Tuesday, October 9 | from 8:30–9:30 a.m.
In an increasingly competitive and evolving landscape with more focus on population health and consumer choice, health care systems must be nimble to successfully compete. That requires a more streamlined approach to new business development and business planning. This session will explore how organizations have adopted new business planning models to identify opportunities and bring ideas to execution more quickly. Participants will engage in a facilitated interactive discussion with executives from Spectrum Health and Valley Health, exploring new approaches as well as critical skills required of strategists leading these game-changing initiatives.

Learning Objectives:

  • Participants will judge the effectiveness of their current business planning model, and identify key elements of nimble business planning models that accelerate bringing new ideas to execution.
  • Discover approaches and supporting tools to new business development and planning which are critical to affect change in their organization.
  • Better understand the core competencies required for successful business planning in this evolving landscape.

Speakers

  • Lisa Henry, Director, Corporate Marketing and Communications, Mary Washington Healthcare
  • Carol Koenecke-Grant, Vice President, Strategic Services, Valley Health System
  • Holly Sullivan, Senior Director, Strategic Marketing, Spectrum Health System

Delivering on Sales Goals While Controlling Costs With a Virtual Care Platform
Wednesday, October 10 | 9:45–10:45 a.m.
When Texas Health Aetna (THA) launched as a joint venture health plan, leaders looked for a virtual care platform to help them control costs and differentiate them in the highly competitive Dallas market. Coinciding with the launch of the health plan, THA launched the Texas Health Aetna ER Doc app allowing members to connect with a local ER doctor, who could answer questions, treat them virtually, or guide them to the most appropriate point of care, 24/7 via chat. THA is successfully using the app to drive sales-doubling their membership since launch-and control costs with an industry leading 15% utilization rate.

Learning Objectives:

  • Quantify the opportunity for telemedicine to increase access to care for patients.
  • Describe the benefits of an asynchronous virtual care program for patient care.
  • Quantify the impact on patient satisfaction and loyalty of this unique telehealth application.

Speaker

  • Genevieve Caruncho-Simpson, Chief Operating Officer, Texas Health Aetna

Cross-Functional Track

On the Front Lines of the Opioid Epidemic: Engaging the Community and Physicians
Population HealthPhysician Strategies
Monday, October 8 | 9:10–10:10 a.m.

Dive into two case studies from organizations facing the challenges of the opioid epidemic. BID-Plymouth developed and launched a community-wide collaborative to tackle the epidemic and improve the lives of those impacted by opioid use. Their marketing and communications team has played an integral role in program development, launch, strategic counsel, event planning, media relations, marketing, and community outreach. Hazelden Betty Ford Foundation has developed a Comprehensive Opioid Response with the 12 steps as a solution to treating people with opioid addiction, which engages and activates community resources, providers, physicians, families, and the patient for optimal outcomes. Learn how they engaged physicians as a part of treatment, prevention, and pain management to reduce risk of developing Opioid Use Disorder.

Learning Objectives:

  • Develop a comprehensive strategy to further engage the community.
  • Learn how marketing, planning, and other strategists can play a key role in behavioral health and opioid use programs.
  • Understand key approaches to physician engagement in pain management, treatment, and prevention of Opiod Use Disorder.
  • Discover ways to engage local, regional, and national media on issues related to opioid use.

Speakers

  • Christopher Smalley, Director Strategic Marketing and Communications, Beth Israel Deaconess Hospital Plymouth
  • Tessa Voss, Director Clinical Services, Hazelden Betty Ford Foundation Newberg

Forget Patient Experience: The Time for Strategists to Drive the Consumer Experience Has Arrived
Consumerism
Monday, October 8 | 9:10–10:10 a.m.

Health care has traditionally approached those we care for as episodic issues, injuries and diagnoses to be resolved and reimbursed. As health system leaders, this means we’ve scoped our value proposition to address patient issues — when we should really be scoping our value proposition to engage and encompass entire lifetimes. Cue health care consumerism: moving past the limited focus on the inpatient experience to truly meet people where they are outside of hospital walls. Marketing and business strategy that centers around the consumer experience is a non-negotiable if you want to move past the myopic focus of the industry’s past and instead fully realize the potential of your brand.

Learning Objectives:

  • Understand why marketers are taking the reins for shaping the consumer experience.
  • Articulate both the marketer and health system leader’s role(s) in driving health care consumerism as the foundation for both marketing and business strategy.
  • Describe what consumers actually want from their health systems and how to anticipate and align with those needs.

Speakers

  • Matt Gove, Chief Consumer Officer, Piedmont Healthcare
  • Chris Bevolo, Executive Vice President, ReviveHealth

Learn and Turn on a Dime: Research That Overcomes Time and Cost Constraints
Research and Analytics
Monday, October 8 | 11:35 a.m.–12:35 p.m.

Growing competition and complexities in health care have heightened the need for real-time data and actionable insights. Yet, often limited budgets and tight timelines place large-scale, traditional research methodologies beyond scope. When you have a specific question and limited time/budget, can you be scrappy and certain at the same time? Join a panel of research pros from University of Illinois Hospital & Health Sciences System, The Blackstone Group and panel provider Cint moderated by marketing firm Laughlin Constable to learn about innovative options for conducting consumer research when time and costs are constraints. Bring a question to include in a live online survey of U.S. health care consumers and access the results as soon as they come in during the conference.

Learning Objectives:

  • Add new consumer research approaches to their repertoire, that can help solve for time and cost constraints.
  • Understand the most appropriate times to consider the methodologies.
  • Hold a baseline understanding of how to get started with each, and what the process entails.

Speaker

  • Camille Baxter, Chief Business Development Officer (former Marketing Director University of Illinois Hospital & Health Sciences Center), Insight Medical Genetics
  • Megan Springmeyer, Director of Client Development, Cint
  • Roger A. Straus, PH.D., Vice President Oregon Office, The Blackstone Group, Inc.
  • Facilitator: Gayle Morse, Vice President of Strategic Planning, Laughlin Constable

We Are Merging! Now What? Practical Guidance for Leaders to Assure Organizational and Personal Success
Tuesday, October 9 | 11:10 a.m.–12:10 p.m.
Health care mergers and acquisitions across the US continue at a rapid pace. This presentation provides practical guidance to health care leaders and prepares them for the inevitable challenges they will face personally and professionally during integration. Key elements include blending organizational cultures, building physician relationships, determining the new leadership structure, coordinating strategic planning, and preparing front line staff for changes to work processes. The presenters will demonstrate how leaders can effectively support their teams through this transition and ensure successful execution based on their experience of an organization that grew from 3 to 14 hospitals in 36 months.

Learning Objectives:

  • Describe tactics health care leaders should use to communicate merger events and related changes with leaders, physicians, and staff.
  • Summarize barriers to effective integration and specify strategies to optimize post-merger outcomes.
  • Identify how to achieve “quick wins” post merger to build trust and alignment among stakeholders.

Speakers

  • Joseph Anton, Vice President for Clinical and Support Services, Thomas Jefferson University Hospital/Jefferson Health
  • Brian Sweeney, Chief Operating Officer, Thomas Jefferson University Hospital/Jefferson Health

Challenged by Your Organization's Culture? Learn How to Change Defiance Into Delight Through This Culture Change Process
Tuesday, October 9 | 1:50–2:50 p.m.
So – you’re ready to change your culture! It's just not working the way you imagined. It seems to be fraught with conflict, distrust, and tension. You want to become more collaborative or innovative. Your merger isn’t delivering the projected results. What's wrong? In this session we will help you: 1. Better understand different types of cultures; 2. Use a tool, Organizational Culture Assessment Instrument (OCAI) to see what your culture is today and what you want it to become; 3. Work on an effective 6-step process you can use to begin to change your organization’s culture.

Learning Objectives:

  • Have a theory, method, and tools to understand their organization's culture.
  • Have a way to assess that culture today and define how they would prefer it to become in the future.
  • Learn a well established and widely used 6-step process to change their culture.

Speaker

  • Andrea Simon, President, SAMC (Simon Associates Mgmt Consultants)

Insights to Value: How Health Care Organizations Are Making a Difference in Their Communities
Population Health
Tuesday, October 9 | 1:50–2:50 p.m.

Every innovation in creating value and increasing affordability has a great story and great data behind it. This session highlights the stories of how various health care providers created value for their patients and communities and how their organizations benefitted. It also focuses on the role strategists played in developing and promoting the innovations. Get new ideas that you can apply in your organization to address one of the biggest issues in American health care. Each presenter will speak for 3-5 minutes about how they did it, with plenty of time for questions.

Speakers

  • Selected SHSMD member stories

Disruptors and Partners: Finding the Right Partners to Support Your Strategy (Advanced)
Tuesday, October 9 | from 8:30–9:30 a.m.
New care delivery disrupters are emerging it seems daily, and organizations seek to extend their reach and offer new solutions to meet consumer expectations for access, convenience and value. Explore some of the latest disruptive forces and their potential impact, and identify how to create systems of care with partners―including non-traditional partners―in a consumer-centric way to support population health and wellness. Determine when a partnership is a good fit for your organization, how to find that sweet spot, and address the benefits and challenges of these atypical relationships.

Speaker

  • John Poulin, Partner, Innosight

We’re Not Pawns: How to Protect Your Organization’s Reputation During Intense Payer Negotiations
Tuesday, October 9 | from 8:30–9:30 a.m.
What do you do when you learn that your health system’s largest payer unexpectedly tells you they are dropping your major referral centers from their health plan? You respond by pulling out the rest of your hospitals, and get ready for the fireworks. This presentation shows how one organization quickly pulled together public relations, internal communication, and strategic marketing with a focus on digital responsiveness to prepare a unified message to be used for concerned patients, providers, and insurance brokers while active negotiations continued. The end result: a cohesive communications strategy with excellent results quantified via multiple measurement tools.

Learning Objectives:

  • Develop tools to equip internal stakeholders to serve as spokespeople for their organization.
  • Establish a single source of truth to be utilized and trusted for all messaging.
  • Build an extensive communications template that ensures all internal and external strategies, audiences and tactics are tracked.

Speakers

  • Karen Brodbeck, Vice President, Public Relations, OSF Healthcare
  • Judy Winkler, Strategic Marketing Director, OSF Healthcare

Are We Ready to Treat Our Patients as Consumers?
Consumerism
Wednesday, October 10 | 8:30–9:30 a.m.

The health care industry is deep into an age of defining and understanding consumer awareness, where the only remaining differentiator is a holistic consumer experience. The impacts of NOT adapting to ‘consumer-like’ consumer expectations―prioritizing the protection or promotion of the interests of consumers―will severely limit future growth and possibly even the ability to sustain volumes and retain customers (patients) over time. This session will help you learn where your organization is on a consumerist journey and how to position the organization for success in this new world of the consumer.

Learning Objectives:

  • Define consumerism and determine its applications to their own organization.
  • Deploy a matrix to determine organizational readiness for a consumerism strategy.
  • Develop a strategy and roadmap for navigating the consumerism journey.

Speaker

  • Greg Johnson, Managing Director, Health Care, Slalom Consulting

Strategically Addressing the Value and Affordability of Health Care
Population Health
Wednesday, October 10 | 8:30–9:30 a.m.

Join this forum for knowledge exchange on ways to promote value ― such as decreasing costs and improving quality ― a major focus of the American Hospital Association (see aha.org/value-initiative). Learn about The Value Initiative and hear from a sampling of presenters, some identified through SHSMD’s Insights to Value call for stories, as they share how their organization has contributed to creating value, and describe the role that strategists play in these important undertakings.

Speaker

  • Priya Bathija, VP Value Initiative, American Hospital Association

The Future of Health Care Strategy: Integrating Culture, Strategy, and Execution
Wednesday, October 10 | 9:45–10:45 a.m.
This session advances the future of health care strategy by sharing an approach to effectively integrate culture, strategy, and implementation responsibility throughout the organization. The difference in approach is we measure and change the organization’s culture first. We understand from the literature that successful strategy development begins with engagement and there are three types of culture we find in health care organizations. There is one culture style that greatly enhances engagement and leads to an organization’s ability to achieve its financial, quality, patient safety, people, and growth objectives. Tri-State Memorial Hospital in Washington state used this approach to achieve success.

Learning Objectives:

  • Understand, measure, and change culture by integrating the strategy role throughout the enterprise.
  • Develop and rapidly execute the organization’s ideas and strategy.
  • Share and learn about the culture, strategy, and engagement map that leads to future success.

Speakers

  • Scott Goodspeed, Program Director, Executive Master of Healthcare Leadership, Brown University
  • Donald Wee, Chief Executive Officer, Tri-State Memorial Hospital


Wednesday, October 10 | 9:45–10:45 a.m.
Breaking Through: Leading Approaches From the Field to Scaling and Sustaining Innovation and Improvement   

This session will feature an overview of the AHA’s new approach to innovation and transformation. The AHA Center for Health Innovation launched in September 2018 with the purpose of equipping hospital and health system leaders with new capabilities, tools and resources to disrupt the health care paradigm, proactively manage change, make more data-driven decisions, and improve care and health in the communities they serve. Case studies will be discussed demonstrating how hospitals are using approaches such as human-centered design, adaptive leadership and new partnerships based on social impact, to accelerate, sustain and/or scale innovation and improvement in areas ranging from clinician burnout to safety.

Speaker

  • Andrew Shin, COO AHA Innovation Center, American Hospital Association

Career & Leadership Development Track

Feel the Fear and Do It Anyway: Improv Workshop for Marketing Strategists and Storytellers
Monday, October 8 | 9:10–10:10 a.m.
Back by popular demand! No slides. No sales pitches. This session features just high-energy fun and proven strategies to solve problems and supercharge creativity through techniques adopted by market leaders such as Google, PepsiCo, and McKinsey. Led by improv veteran Jacob Moore and True North President Eric Silberman, you’ll learn how to embrace fear, overcome stress, and adapt to any situation with strategies hailed by Harvard Business Review, Forbes, and Inc.

Speakers

  • Jacob Moore, Internal Communications Specialist (Featured Performer at Improv Chattanooga), BlueCross BlueShield of Tennessee
  • Eric Silberman, President, True North Custom

Lessons From the Shark Tank: Pitching Your Strategic Marketing Growth Plans and Budget Needs to Senior Leadership
Monday, October 8 | 11:35 a.m.–12:35 p.m.
The popular TV series, "Shark Tank", has taught entrepreneurs in all business categories the importance of being able to clearly articulate strategic business plans and marketing considerations in order to receive buy-in and funding for their products and services. Seasoned professionals alike have been reminded of these important lessons, too. This session will help hospital marketers raise their own level of thoughtfulness as it relates to "pitching" their strategic business plans and budget needs to their senior leadership team. Through exploration of winning ideas and practices of big brands, this interactive session will be a real game changer for marketers.

Speakers

  • Paul A. Szablowski, Independent Consultant and formerly Senior Vice President Brand Experience at Texas Health Resources
  • Rob Rosenberg, President, Springboard Brand & Creative Strategy, Ltd.

Network Leadership-Capacity Teams Trump Competence Building
Monday, October 8 | 11:35 a.m.–12:35 p.m.
An interactive “fishbowl” discussion between 4 panelists and rotating members of the audience about how to design a Health System Fellowship that implements SHSMD Bridging Worlds as an internal Engine of Innovation. Panelists will share experience in a graduate program focused on capacity building as well as building the skills identified in Bridging Worlds. Before beginning the fishbowl discussion, the panelists will briefly make the distinction between capacities and competencies, then present a general sketch of a fellowship program based on their shared experiences around collective leadership, network teams, and the core elements of personal development and capacity building.

Learning Objectives:

  • Understand the distinction between developing leadership capacity and competence.
  • Articulate their own priorities for developing future health care leaders.
  • Leverage the distinction between network team leadership and conventional views of leadership.

Speakers

  • Monica Cohen, Director of Research and Insights, SecondMuse
  • Bill Koenig, Senior Advisor, Cambridge Management Group
  • Shelly Powell, Vice Presdient of Patient Care Services, Virginia Mason Medical Center
  • Meg Steele, Vice President, Chief Learning and Diversity Officer, Providence St. Joseph Health

Regular or Extra Crispy: Lessons From the Field in Addressing Burnout
Tuesday, October 9 | from 8:30–9:30 a.m.
According to research, 51 percent of physicians report symptoms of burnout and the impact on the entire health care field is increasing. In today’s distracted world we are bouncing from one activity to the next, trying to do more with less and pushing our abilities to the limit.  How is it that some emerge from this relentless pace with more energy and drive, while others are burned out? Hear a national perspective on the implications and drivers of burnout and how organizations are refocusing on purpose to improve health care delivery and support their teams.

Speaker

  • Elisa Arespacochaga, Vice President, Physician Alliance, American Hospital Association

Building Powerful Strategy Teams: A Facilitated Executive Dialogue (Advanced)
Tuesday, October 9 | from 8:30–9:30 a.m.
Guided by a group facilitator, attending leaders will share their vision for a strengthened strategy team, efforts to centralize/decentralize, recruit and grow specific skill sets, and how to elevate and retain stellar performers.  (Limited Seating For Executive Leaders)

Speaker

  • Adriane Willig, Senior Partner, Witt/Kieffer

A Surfboard to the Face: How Hawaii Soothed My Brain and Sharpened My Abilities
Wednesday, October 10 | 9:45–10:45 a.m.
Several years ago, Tina Ames, a successful health care marketing executive, suddenly found herself without a job. In a leap of faith, she became a property manager for a remote celebrity estate in Hawaii. (Find out who!) It made her think differently about everything, including marketing management. She has a passion for sharing what she learned. This session will help you learn to free up your brain and do your job better.

Learning Objectives:

  • Think differently about how they spend their day and where they put their energy.
  • Think more creatively and develop unexpected and new executions.
  • Create time to get things done by controlling things that nibble at your day and master delegation even without staff.

Speaker

  • Tina Ames, Division Vice President of Marketing and Communications, CHI Health