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Friday, September 19
11:00 a.m.–12:30 p.m. Marketing Henry Ross Tammy Veach Find out how Loma Linda University Medical Center became one of the nation’s leaders in employer-directed marketing. Discover how to implement a business development initiative in your facility, which improves the hospital’s profitability by identifying and linking the health needs of commercially insured consumers with the services the hospital and its physicians provide. Learn how to positively impact the health of your local community through relationships that match the revenue growth objectives of your hospital with the workforce health issues and financial concerns of area employers. Understand how to align the objectives of your marketing department with the C-suite with an influential and accountable strategy that will result in quantifiable and increased ROI. By the Numbers: Results of a SHSMD Benchmarking Study on Healthcare Marketing, Communications, and Strategic Planning Cheryl Stone How are marketing departments structured in other same-size healthcare organizations across the country? Which departments are responsible for specific marketing, communications, and strategic planning functions? What are the emerging trends in staffing and budgets? How are communications budgets allocated by medium? Gain fresh insights from SHSMD’s most recent By the Numbers survey. Here’s your chance to tell us what information you find most valuable, and what you would like to learn from the next By the Numbers survey. Public Relations and Communications Greta Sherman They may look as if they are from the same planet, but technology, wars, economics, and coddling all have conspired to develop four very different generations that speak completely different languages. How to reach them so they listen and understand, communicate effectively, and come together for better healthcare delivery is more than a simple challenge. It’s a different way of looking at everything. See the world through the eyes of a Veteran, a Baby Boomer, Gen X, or Gen Y so you can understand. These generations may have a gap, but it’s up to you to appreciate what makes them all tick and then bring them all together. The Naked CEO: Your Chance to Grill CEOs on Budget Cuts, Risk Aversion, Silly Sports Sponsorships, and More Timothy McCormick Bryan Rogers Nick Wolter, MD Panel Moderated by: “The CEO would never buy it!” This, the greatest obstacle in healthcare marketing today, will be laid bare in public. With a panel of hospital CEOs on stage, Prairie Dog will open the session by giving CEOs the first shot: “What upsets you most about your marketing?” Then the tables are turned with questions from the audience. Budget cuts, risk-averse marketing, male bias, and silly sports sponsorships are just a few of the topics to be covered. Strategic Planning Amanda Mosleth Lynette Stewart Seebohm Chart the course of developing a strategic plan through implementation. Explore the reasons strategic plans can fail to leap off the bookshelf. Learn how planning can continue to evolve through three stages: building and stabilizing, institutionalizing, and operationalizing. Find out how to develop strategic plan oversight, engage the physician enterprise, and propel a strategic vision through the implementation obstacle course. Gain an understanding of how to design a strategic plan that leads a process of implementation and change in both operational and capital funding mechanisms. Hit Us With Your Best Shot for Strategic Planning Professionals Charlie Francis Christine Gallery Pamela Knecht Don Seymour Got a problem? Need some advice? Bring your biggest professional problems and challenges to our panel of experts, and let them work their magic. This session brings together healthcare professionals with more than 100 years of combined experience in strategic planning. Pose a question to the panel, and they will respond with “nuts and bolts” ideas and suggestions you can take home and begin to implement immediately. This panel will give you one more opportunity to ask leaders in the field to apply their expertise to your unique and pressing issues and challenges. Get those remaining questions answered before you return to the job, and learn from questions posed by other attendees. Best Practices/Emerging Issues Gita Budd Stephen Messinger Discover the best-practice physician employment and alignment models that drive strategic success. Performance-driven hospitals understand that this starts with translation of the organization’s strategic plan into the implications for physician/hospital alignment and the development of a focused physician strategy. Understand why an overarching physician strategy is critical in making physician/hospital alignment initiatives effective, and how to construct a successful physician strategy. Understand the most effective alignment tactics and activities, and identify key factors that ultimately determine whether the tactics will be successful in your organization. Physician Relations Molly Scroggins Jeffrey Softcheck The impact of variance (IOV) model uses a systematic mathematical approach to identify the variables driving shifts in market share and physician loyalty within a defined market. The model incorporates state, patient satisfaction, and financial data to rank future growth. Using the outcomes from the model, you’ll be able to apply actual dollars to these variances in market share and physician loyalty and discover growth opportunities in your market. Draw on data from IOV to forecast future development prospects based on use rates, market competitiveness, and financial impacts. Leadership/Professional Development Geri Evans Have you ever felt underappreciated and overtasked? Have you felt left out of the decision-making process? Has anyone ever looked right past you when seeking answers to questions you know you can answer? Are you on top of your game, or do you feel down and out? You won't want to miss this fast-paced, jam-packed session that will add to your personal and professional growth. Learn new business and communication skills that will increase the confidence others have in you and you will have in yourself. Core Competencies Maureen Kersmarki Does your hospital have a long-term plan for building and maintaining community support? Would your community back your organization in the event of a major crisis? Do you have enough goodwill in your community “trust account” to weather a major medical error or other storm? If you've had it with tasty chicken dinners and sponsorship requests and want to implement a strategic community relations effort, what can you do instead? Take home six concrete steps for creating and implementing a community relations plan that is guaranteed to build community trust, demonstrate measurable return, and keep top management happy.
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