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Friday, September 19
3:30–5:00 p.m. Marketing Brian Cullen Amy Middleton Hear how Oakwood Healthcare System leveraged its market research, customer relationships management solution, clinical data, and competitor intelligence to identify strategies to maintain ED volumes while helping to grow the margin. Learn how to create utilization profiles that can answer business questions and provide a basis for data-driven marketing plans. Discover how to use market research and patient segmentation to target, craft messages, and change operational procedures to grow margins. Take away strategies for dealing with nonacute conditions in the ED. Create a comprehensive picture of your market to understand opportunities for and obstacles to growth. Hit Us With Your Best Shot for Marketing Professionals Jim Childress Karen Corrigan Danny Fell Pamela Henderson 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 marketing and business development. 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. Public Relations and Communications Mark Cohen Healthcare communicators too often assume that video programming is the exclusive province of academic medical centers and market-leading providers. But joining the video age is essential for all providers to remain relevant, timely, and effective in communicating with all of their publics. Operating expenses, capital, and the new skills required often discourage practitioners from considering how to lead their employers into the video age. Examine the resources necessary to launch and implement a self-directed video program. Learn how the video produced can be repurposed in a variety of ways to fully leverage the investment and help build broad institutional support. When You Need a Friend It's Too Late to Make One Brandon Edwards Basak Ertan Healthcare providers frequently have to defend their hard-earned reputations against damaging public controversy caused by aggressive health plans, unions, and others. Building an advocacy program that protects your reputation and leverages public support in good times and bad will allow you to remain in control and set the agenda for debate. Find out how low-intensity grassroots programs in “peacetime” can help prevent crises and keep smaller problems from threatening the hospital’s reputation and business performance in “wartime.” Discover the various strategic media channels available, which ones to use for your audiences, and how to craft messages that resonate with your community and boost morale among staff. Exploring case studies, learn what works and why. Strategic Planning Dan Limesand Samuel Steinberg Take a close look at the growth of healthcare systems, and uncover the benefits and costs of system membership. Through case study, review the leading strategies for remaining independent, with particular focus on working with and retaining the loyalty of key physicians, as well as maximizing financial resources. Find out how a tool developed by Health Strategies & Solutions can help an individual hospital evaluate its ability to remain independent. An Approach to Facilities Strategic Planning Carrie Rager Anthony Roesch Examine lessons learned from an actual planning process for a large healthcare system, demonstrating the planning process and techniques used to develop an integrated business and facility strategy. Explore an interactive model that integrates data and scenario planning and can be integrated graphically as well as statistically. The model will allow you to assess the implications of changing market, case mix, volume, and strategic assumptions on facility size and configuration within a region or network. . Best Practices/Emerging Issues Monica Doyle John Froehlich In today’s world of competitive hospital marketing, new techniques for measuring market share are necessary. Episode-based planning provides a more holistic view of care delivered to patients being treated for chronic or acute medical episodes. Discover how Thomas Jefferson University Hospital used customer relationship management (CRM) data to measure the long-term financial impact of patients entering the system for treatment of specific conditions. Thomson Healthcare’s Medical Episode Grouper (MEG) and MarketScan® longitudinal claims data were then used to analyze important characteristics of specific episodes, yielding insights into tactics for improved market performance across all care delivery settings. Physician Relations Peter Spiers As pay-for-performance programs increase, hospitals face very real challenges in working with physicians, who directly control both resource consumption and quality outcomes. Effective strategies for integration between hospitals and their medical staffs must be achieved to successfully address these issues. One of the best ways to achieve goal congruency between hospitals and medical staffs is through the development and implementation of a management service agreement (MSA). Explore the use of MSAs as one successful methodology to attain hospital/physician alignment. Analyze the overall methodology and approaches to developing an MSA. Through case study, familiarize yourself with examples of successful MSAs and ongoing results. Leadership/Professional Development Kristin Baird Carla Mercer If a brand is a promise, how well are you fulfilling yours? Your organization’s reputation hinges on being able to provide consistently positive customer experiences. If you promote skill, technology, and compassion, your organization had better be prepared to deliver on those promises 100% of the time. Take an in-depth look at five leadership essentials needed to ensure that everyone is consistently delivering on the brand promise. Case studies help explore how messages set expectations and how you can make certain that your messages resonate with employees and inspire and engage them in delivering on the promise. Core Competencies Adrienne Greer Foley Rebecca Keightley Anne West Budget cuts. Staff reductions. New services. Stronger competition. At some point during your career, chances are you’re going to need the help of an external partner to build the bridge for your marketing initiatives—because you don’t have either the manpower or the expertise on board. Regardless of why you need a partner, it’s important to identify them and bring them on board quickly so you can begin to produce immediate results. Gain insights into the most effective ways to build a relationship with an external partner to make your next search easier, more efficient, and more effective.
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