Session Number T21  Session Level B-I-A

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Nicole Baxter
Director of Marketing
JFK Medical Center
Atlantis, FL
nicole.baxter@hcahealthcare.com

Jason Brown
President
Brown Parker & DeMarinis Advertising
Delray Beach, FL
jason@bpdadvertising.com

With the growth in marketing budgets and shrinking internal resources, hospitals increasingly are turning to advertising agencies for marketing assistance. Unfortunately, many are wasting time and money because they haven’t selected the right agency or they lack experience working with today’s breed of agency. Learn how to pick the right agency for your hospital and the art of negotiating contracts. Understand what makes ad agencies really tick—and how to become your agency’s favorite client. Discover the art of directing your agency and not having your agency direct you.