Session Number F21  Session Level I-A

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Brian Cullen
Marketing Solutions Manager
Thomson Reuters
Evanston, IL
brian.cullen@thomsonreuters.com

Amy Middleton
Director of Advertising and Vendor Relations
Oakwood Healthcare System
Dearborn, MI
amy.middleton@oakwood.org

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.