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Thurday, September 18
Thursday, September 18 Marketing Jerry Hobbs Phil Smith Every healthcare market has a market leader. Dominant market share, awareness, preference, location, primary care networks…all appear to make it hopeless for trailing hospitals. But as you will see in this presentation, “challenger brands” can do very well against larger opponents. Giant Killers will use campaigns from healthcare, as well as for national brands, to demonstrate how effective marketing can identify and pick off profitable customers, product lines, and services. See how smaller hospitals (much smaller) have disrupted marketing complacency at huge, entrenched systems. This presentation is a must for every challenger in healthcare today. Real-World Strategies for Healthcare Marketing in the Digital Age Pamela Henderson Felicia Stanczak 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. Public Relations and Communications Maureen Mudron Internal Revenue Service Representative In December 2007, the IRS released a revised Form 990. The revision includes Schedule H, which hospitals must use to report their community benefit activities and other tax-exemption related information. The Form 990 is a very public document and it is becoming more public. Today an organization’s Form 990 for the past three years must be shown to anyone who wants to see them including community members, policy makers, the media, and consumer advocates. Hear how to use community benefit reporting worksheets and forms to properly prepare and report information. Make sure you are telling your community benefit story in a credible and accurate way. What Has the Potential to be More Damaging to Your Health System than a Labor Strike? Two Strikes in One Year Louise Dixon Candace Elkins Hollie Harris-Phillips Hear the story of how Appalachian Regional Healthcare negotiated two union contracts, expiring only months apart. Discover how the organization aligned its communication processes and implemented effective crisis communications and community relations campaigns during both labor strikes. From violence on the picket line, intervention by two governors, strategic pressure from outsider unions, and resolutions passed by county elected officials in support of the unions, the events reported by the media created a whirlwind, formed through the faces and voices of striking healthcare workers and hospital management. Strategic Planning Judy Belt Joanna Kobylivker John Peabody, MD Selecting the right clinical technology has become increasingly important for maintaining a competitive edge. The Woodruff Health Sciences Center and Emory Healthcare undertook a clinical technology adoption planning process with assistance from Sg2. Key opportunities were identified through a series of internal assessments, interviews with clinical leadership, and external peer review. The review process, steps recommended to ensure successful implementation, and lessons learned will be revealed. Investigate the challenges presented by clinical technology selection and adoption, such as how to decide among competing requests from key physicians or departments and how to maintain momentum in technology planning. Women's Health Service Line Strategic Planning Vicki Lucas Stephen Rechner, MD The women’s health service line is the foundation for growth for all healthcare organizations. Women are the primary users, consumers, and decision makers in healthcare. Trends in healthcare planning are moving toward gender-based medicine in specialties such as orthopedics, oncology, cardiovascular, and sports medicine. Your ability to understand and operationalize the value of women’s services will ultimately impact the success of your entire healthcare enterprise. Dynamic strategic planning in women’s services can make your organization the market leader and you the hero. Best Practices/Emerging Issues Elizabeth Schnell Gerard van Grinsven Why would a corporate executive want to leave an important position in the Ritz-Carlton Hotel Company to build a hospital in West Bloomfield, Michigan? More to the point, why would the CEO of Henry Ford Health System take the risk of hiring a man who knew nothing about healthcare to be the CEO of a new hospital? The obvious answer is, to bring excellent customer service to healthcare, but the real answer is so much more. From the customer experience blueprint to the nation’s first healthcare culinary institute, Henry Ford is taking health and healing beyond the boundaries of our imagination. Physician Relations Lou Glaser Craig Holm Most hospitals and health systems react to joint venture opportunities rather than evaluate and develop joint ventures within a well-established framework and according to clear objectives. As a result, many hospital leaders are perceived to be “doing deals” rather than pursuing creative partnerships with physicians systematically. Discover a thorough and systematic process to evaluate and develop joint ventures and alternatives with physicians. Evaluate options in the context of guiding principles and other criteria for application in your organization. Leadership/Professional Development Tom Panion Virginia Rose Whether you define the "customer" as the patient, physician, or employee, one thing is certain: culture counts. A culture of service and operational excellence can result in increased patient, employee, and physician satisfaction; enhanced loyalty; low attrition; and improved outcomes. Learn the marketer's role in creating a culture of excellence, one that engages the customer. Core Competencies Kriss Barlow Teri Cardinas Although there are no magical phases or scripts you can use to gain instant credibility with physicians, some methods will get you on the right track with much less effort. Investigate proven methods and approaches for working with gatekeepers to get appointments. Discuss phrases and approaches that earn trust and create the right tone for ongoing relationship development. Determine how to ask good questions, how many, how often, and to whom. Develop your own approach for working through tough calls to ensure there is trust and clarity in your role and expectations.
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