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Friday, October 2
3:30–4:45 p.m. Marketing George Darah, DO James Carr Lynn Sinclair Quality in performance, ease of operations, and customer satisfaction are goals all of us can relate to. While our patients have come to expect clinical quality, we also must meet their emotional needs. Recently, ProMedica Physician Group launched a performance improvement project designed to impact customer satisfaction in a positive way. Our achievement on this measure was an astounding 99%! How to Operationalize Your Brand: From Taglines to Name Tags Susan Hoffman Robert Rosenberg Your brand strategy is in place, and your organization is ready to be competitively positioned in the marketplace. The key issue now is how to execute, or operationalize, your brand. Internally, this requires a complete audit and redesign of brand touch points, including signage and name tags. Externally, your strategy must be translated to sales and marketing tactics, including advertising, physician support, and cosponsored promotions. Learn the steps behind the successful transformation of brand strategy to brand promise and customer experience from this session, featuring a case study from one of the nation’s leading health systems. Public Relations & Communications Deborah Jurgeleit Colleen Leonard Leyden Two years ago The Chester County Hospital embarked on an aggressive, organization-wide initiative to enhance the environment of care and position itself as a leading hospital and employer in the region. In June 2008, the Joint Commission awarded Disease-Specific Care Certifications and the resulting Gold Seal of Approval™ to six of the hospital’s disease management programs. Eager to market transparency, the hospital’s marketing team was inspired to develop a comprehensive marketing campaign centered on quality. Hear how this stellar team managed and maximized their internal and external resources to accomplish their goals. Government Relations for Healthcare Marketing and Public Relations Practitioners Lorri Rishar Jandron Proactive advocacy by the healthcare community has never been more important than it is today. Hospitals and healthcare providers are often slow to come to the political table, costing them millions of dollars in reduced reimbursements from government payers and burdensome and often repetitive regulations. In addition to learning the ABCs of government relations, enjoy colorful stories from under the Capitol dome and the city council chambers. Planning Pam Knecht Brian Mitteer Given the increased emphasis on governance transparency and accountability, board members of healthcare organizations are concerned about whether they are appropriately engaged in their organizations’ strategic planning processes. Discover practical tools and methods used by healthcare boards that work together with senior executives to develop and monitor long-range plans. Using Health Information Technologies as a Horizontal Physician Alignment Strategy Alan Snell, MD John Winenger Healthcare delivery systems are rethinking their strategic plans in light of diminishing capital reserves. The traditional, vertical, “bricks and mortar” approach will handicap many hospitals. Healthcare organizations with a clear focus on quality, patient safety, and medical staff alignment will be successful in the long term. How can hospitals build relationships with their physicians to make the practice of medicine more efficient and less complicated? Using health information technologies as a horizontal integration strategy to build physician alignment is an approach that is capturing national attention. Best Practices/Emerging Issues Tim Palm Jeffry Peters Physicians, like the rest of us, have seen their 401(k)s turn into “201(k)s.” As a result, the number of physicians seeking employment has increased dramatically. Physicians want not only the security of employment, but also the opportunity to share in the financial success of their practices. Hear how hospitals can design employment arrangements that respond to physicians’ emerging priorities, create powerful strategic advantage, and grow hospital market share and profitability. Physician Relations Judy Benjamin Roberta Stewart Recruiting and retaining the right physicians in today’s environment is a challenge for many organizations. Learn best practices for screening and recruiting strong physicians, evaluating alternative affiliation models, negotiating for success, and integrating physicians to ensure satisfaction and long-term retention. Leadership/Professional Development Kristin Baird Kevin Stranberg Healthcare faces a shrinking talent pool at the same time that volumes and acuity could become the highest in history. To be successful, healthcare organizations not only must attract the brightest and the best, but also must know how to actively engage their workforce. Find out how to quantify the value of engaged employees, explore key drivers of employee satisfaction, and define crucial behaviors that leaders must demonstrate to foster engagement. Core Competencies Kathy Divis Selima Khan Hear how Broward Health developed a strategic framework for a next-generation contact center—one that will become a profit center for the organization—and translated that strategy into an effective, easy-to-manage tactical plan. Before the plan's development, Broward Health’s contact center was underdeveloped and underutilized. Through the planning process, Broward was able to identify the center’s weaknesses and set short- and long-term goals to support marketing, business development, and clinical functions. Business Development Donald Gillespie Timothy Van Antwerp Hospitals refer millions of dollars of durable medical equipment (DME) revenue to outside companies. Can you afford to give this money to others? Learn the secrets of improved quality and continuity of care for your patients from a professionally managed, hospital-owned DME company. Practical, down-to-earth tools will be shared. The knowledge gained from the presenters’ real-life experiences in helping hospitals with start-ups, mergers, and partnerships will help you make an informed decision about this opportunity for your hospital.
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