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Friday, October 2
1:45–3:00 p.m. Marketing Janet Johnson The most successful marketers demonstrate a deep understanding of—and respect for—culture throughout all their initiatives. But where do you start, and how do you incorporate social media strategies? With the right translation and localization tools and resources, an organization can expand its market share and provide better access to information. Through case study, examples, and interactive exercises, gain insights into improving multicultural marketing efforts, particularly through social media. The Stickiness of a Social Media Marketing Campaign Charles Falls Public Relations & Communications Ben Dillon Melissa Erbes You never know when the unexpected may happen to your hospital. Mercy Medical Center, a 362-bed system in Iowa, never expected to be in the middle of a historic flood. As the waters rose and threatened access to the building, Mercy found itself facing a very real crisis. Join us for lessons learned as Mercy used every channel available, including its website, to communicate with patients, families, and the community as the crisis unfolded. Marketing to the Mature Marketplace: Trends and Updates 2009 Don Marsh One in three Americans is now over 50. For healthcare professionals, the ability to understand and communicate with this unique target audience will be the pathway to increased patient satisfaction and sustained practice growth. Gain valuable insight into the defining characteristics of the mature marketplace. Understand how the physical and cognitive changes that occur with aging affect the decision-making process, focusing on the five key concepts that motivate the mature marketplace. Come away from this session knowing how to use the insights gained to provide optimum care and enhance the patient experience. Planning Cathy Sullivan Clark Susanna Krentz In today’s challenging healthcare market, affiliation can be a wise strategy. However, it should not be entered into lightly, and old assumptions and critical success factors do not necessarily apply. Explore conventional wisdom about healthcare affiliations, identifying those aspects that still apply and those that must be debunked in light of current environmental circumstances. Attention will be paid to all phases of the affiliation planning process, including making the initial decision to “take the plunge,” finding a lifelong partner, creating a strong foundation for a lasting marriage, and starting off on the right foot after the honeymoon. Strategic Differentiation and the Drivers of Change Dalal Haldeman Katherine Smith Gain insights into strategic thinking for maintaining a competitive edge in patient care, research, and education. As a result of the economic downturn, many organizations may experience a slowdown in accounts receivable, more difficulty in raising money, a decrease in elective procedures, and an increase in payer scrutiny of charges. Investigate the new models of healthcare delivery and financing, and learn why new and improved measurements and tracking systems are needed. Best Practices/Emerging Issues Kim Aboud Kathy Lloyd In an era in which high-quality care is an absolute must for the discerning patient, the advanced medical home concept acknowledges that the best-quality care is not episodic, illness-oriented, complaint-based care, but rather patient-centered, physician-guided, cost-efficient, longitudinal care that encompasses and values both the art and the science of medicine. Learn how Geisinger Health System continues to lead the nation by providing innovative, high-quality care. Physician Relations Janice Anderson J. Patrick Dyson Quality is a top priority for hospitals today. The Center for Medicare and Medicaid Services (CMS) is committed to changing from a passive payer service to a value-based purchaser of quality of care. CMS is using a three-pronged strategy to achieve this goal—not paying for poor quality, establishing price and quality transparency through public reporting of data, and using enforcement authority to prosecute quality failures and unnecessary care. Despite reimbursement challenges, hospitals need to engage physicians on the medical staff to perform well under value-based purchasing. Leadership/Professional Development Pam Bilbrey Brian Jones Today’s challenging economic environment demands that leaders leverage the contributions of each person. Although everything you need to be successful as an organization currently exists within your workforce, it is often overlooked because it appears so ordinary. Uncover a three-pronged approach to leadership that drives greatness. Through real-life stories, proprietary research, assessments, and video scenarios, understand how to improve your immediate environment and create an extraordinary employee and patient experience to achieve business results. Core Competencies Gail Marsh Rachit Thariani Strategic planning for healthcare organizations is critical to driving growth and sustainability, especially in these challenging economic times. Delve into the eight-step strategic planning framework adopted by The Ohio State University Medical Center. Get a detailed description of the various steps for strategy formulation, translation, execution, and monitoring. Discover the tools and outlines used to develop the organizational mission, vision, and values. Learn to analyze the competitive landscape, perform benchmark analysis, identify key gaps, and set goals. Business Development Steve Dietz David Evans Bonnie Patrick Mattalian Judy Sewing Gain a better understanding of how a medical fitness center creates new sources of revenue, enhances integration, supports service lines, and promotes goodwill for the system. Learn how to determine if a medical fitness center is right for your organization and how to develop a business plan that ensures success, including a financial overview of business models and potential ROI. Case studies of successful centers will be presented.
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