Guardians of the Brand: Positioning MarCom to Lead the Patient Experience

 

SHSMD Education online courses


SHSMD U Online Course
May 23 - June 3, 2016
24/7 Access

Comments from live attendees:

"Thank you for providing us with 4 days of content. Our team's attendance got the
conversation started on a few initiatives we would like to implement."

"Lots of great comments and learnings from the other participants.
Learned a lot in this brief immersion. Many takeaways that will stay with me."

Unit 1: “The evolution of the patient experience” (May 24)
Unit 2: “The successful PXP” (May 26)
Unit 3: “Using your MarCom skills in advancing the patient experience” (May 31)
Unit 4: “Measuring and maintaining success” (June 2)

Healthcare is rapidly embracing the importance of the patient experience. Value Based Purchasing (VBP) has shifted the mindset from what was once “fluff” to an important strategic objective. Reimbursement is at stake and patient satisfaction scores are posted online for public scrutiny making it impossible to explain away the voice of the consumer.

Marketing professionals have long been guardians of the brand in strategy and execution, but are often frustrated when they learn that the brand promise is broken during actual patient encounters. A rude employee or a series of cumbersome processes can leave patients with negative associations with the brand. Many healthcare marketers find themselves at odds with operations over the customer experience.

During this four-part online course, thought leader Kristin Baird will describe the current state of the patient experience and share steps MarCom professionals can take to lead this emerging strategy.

Learning objectives:

  • Explore the current state of the patient experience as a core strategy
  • Examine essential elements of a comprehensive patient experience plan
  • Connect the MarCom skill set to that of a successful patient experience professional
  • Define internal stakeholders
  • Determine strategies MarCom professionals can take to effectively partner with operations
  • Identify common pitfalls to progress
  • Review metrics to define progress
  • Hear case studies from MarCom leaders who have successfully bridged the gap between MarCom and the patient experience

Presenters:

Kristin Baird, CEO, Baird Group
Kristin Baird is an author, consultant and industry thought leader in healthcare culture and the patient experience. Baird is president and CEO of the Baird Group and the author of 5 books and over 200 articles on healthcare leadership, employee engagement and patient experience. She has developed a mystery shopping method used in inpatient and ambulatory settings.  Prior to forming the Baird Group she served as VP Marketing and Business Development for Watertown Area Health Services. Baird received a BS in Nursing from the University of Wisconsin Madison and a Masters of Health Service administration from Cardinal Stritch University.

Jean Hitchcock, MPA, APR, CFRE, President, Hitchcock Marketing & Communications
Jean Hitchcock is a marketing and communications executive with more than 25 years in healthcare. In 2014, she left her position as vice president of Public Affairs and Marketing for MedStar Health, where she led the marketing and communications for MedStar’s services across Maryland and the Washington, D.C., region. Ms. Hitchcock joined MedStar Health from Scripps Health in San Diego, where she served as corporate vice president of Marketing and Communications and has held leadership positions with a number of organizations throughout her career, including OhioHealth and Spectrum Health. Ms. Hitchcock holds undergraduate degrees in political science and sociology from Hunter College and a Master of Public Administration from Western Michigan University.  She is accredited by the Public Relations Society of America and served on the board of the Society for Healthcare Strategy & Market Development. Ms. Hitchcock has been recognized with several community awards, including the 2008 YWCA TWIN Award for Outstanding Women in Industry and the Health Care Communicators of San Diego’s 2008 Communicator of the Year