Session Number T12  Session Level B-I-A

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Pamela Henderson
Chief Marketing Officer
St. Joseph Mercy Oakland Hospital
Pontiac, MI
phenderson@comcast.net

Felicia Stanczak
Managing Partner and Director, Strategy and Planning
Magnani Continuum Marketing
Chicago, IL
fstanczak@magnani.com

Technological advancements haven’t just impacted the way we treat and heal patients, they have radically changed how we must market to them. Effective marketing strategies today mandate an integrated approach that addresses the ever-increasing importance of the digital world. Through case study, explore successful strategies for building a local hospital brand and defending market share against larger competitors, using a two-pronged digital strategy. Learn more about consumer digital media habits, how they relate to healthcare, and how they continue to evolve. Discover the role of research in understanding the voice of the customer, the role of physicians in driving brand preference, and their critical importance in the creation of any strategy.