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Thursday, September 18
3:45–5:15 p.m. Marketing Nicole Baxter Jason Brown 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. A Fresh Outlook on Marketing to Today's Female Audience Lisa McCluskey Liliana Rodriguez The new face of marketing to women rejects stereotypes and identifies what she really wants, needs, and demands from her healthcare brand. Female consumers today have strong loyalty to their favorite brands, yet this loyalty often excludes healthcare brands. It doesn’t have to be this way. By speaking to women openly, honestly, and directly, and by creating a design experience that mirrors her favorite retailers, health systems can build meaningful relationships with today’s women that translate into patient experiences. Take home actionable tools to take your female-targeted brands to the next level. Public Relations and Communications Mike Godfrey Don Stanziano Earthquake, tornado, wildfire, flood. Disaster preparedness experts don’t plan for if, they plan for when. What is your role as a communicator when the unthinkable happens? How do you get the information you need? Will your employees come to work? How do you deal with crisis and the media? Explore how San Diego’s Scripps Health system handled communications during last year’s wildfires. Identify the advance steps you can take, the benefits of planning with your disaster team, why internal audiences can’t be ignored, and the importance of real-world flexibility. Plan now to be ready tomorrow. Public Release of Patient Satisfaction Data: Government and Private Reporting Implications Jodie Cunningham Grant Davies The Centers for Medicare and Medicaid Services (CMS) now provides patient satisfaction data to help consumers and the media evaluate their healthcare options. Learn more about how hospitals have successfully communicated patient satisfaction survey results to their own staffs and their communities. Understand the outcome that the release of the scores has had in different areas of the country. In addition, many hospitals are choosing to release and promote quality indicators on their own websites. Hear how one hospital successfully obtained buy-in from its staff and the lessons they learned. Strategic Planning Susanna Krentz Steve Paulus In today’s dynamic healthcare environment, critical strategic decisions about service/product mix, market development, and physician relationships cannot be delayed. In many instances an organization’s strategic planning process comes to a standstill and remains in a strategic impasse for an extended period. It is imperative to identify early in the process if the organization is headed toward an impasse, and to take steps to minimize the resulting standstill. There are three fundamental causes of such standstills: process problems, no clear “best” option, and great plans but no money. Identify the common causes of a strategic impasse, and hear suggestions for managing them. Catching the Ambulatory Wave: Hospitals and Physicians Plan for the Future Mitch Graves Laura Etchen Ambulatory services are poised for significant restructuring. Explore how health systems are revisiting their ambulatory care strategies and planning for the next wave of large-scale development. Follow the path of a six-hospital system and its private medical staff in a quest to envision and redesign a rational ambulatory delivery system. Learn methodologies to estimate outpatient demand by clinical service line. Through case study, begin to consider how you can customize your organization’s ambulatory growth strategy to the unique dynamics of your market. Best Practices/Emerging Issues Dave Bennett Trent Sterling With terms like vodcasts and YouTube now firmly entrenched in the marketing lexicon, progressive hospitals are working fast and furiously to keep up with consumers’ demands for video health information. Find out what you need to know about online video and how this ever-growing method of communication is being leveraged to improve communications with consumers, journalists, and other healthcare information users. You’ll hear about industrywide trends and get an in-depth look at the leading-edge work being done by hospitals. Take home suggestions and examples of how to develop rich-media content on a limited budget, how to integrate that content with your physician and service line promotion, and how to measure the effectiveness and ROI of your online video initiatives. Physician Relations Nicholas Dowd David Fox Michael McKenna, MD In 2004, Good Samaritan launched a Moving from Good to Great (G2G) initiative to raise overall performance levels and to differentiate the hospital experience for physicians, employees, and patients. The hospital’s overall performance as measured by key operating benchmarks has improved dramatically. Learn how to develop a G2G initiative that can create a workplace where employees feel valued and physicians experience the hospital as the most supportive place to practice. Create a collaborative care model in which physicians know their patients are receiving safe and excellent care. Leadership/Professional Development Terri Langhans Imagine if the powers that be encouraged—maybe even demanded—innovative, insightful, meaningful, and memorable marketing and strategies that stand out and attract more patients and referrals. What if they held marketing, public relations, and business development teams accountable for the right things, and set the expectation that everyone in the organization needs to walk the marketing talk and make a difference that delivers on the promises. Stop laughing. See how to win buy-in for braver, better work, and create marketing champions up, down, and throughout the ranks. Core Competencies Preston Gee An organization’s strategic direction must consider the context of the external environment and the position of the organization in that external environment. The foundation for any strategic plan is an understanding of the organization’s current situation and the development of a shared perspective of the future external environment. Discover the mechanics of developing internal and external assessments that are geared toward the organization’s strategic issues.
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