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Thursday, September 15
Marketing Alan MacDonald Daniel Miers In Massachusetts “reform” isn’t a concept to be debated, it’s the law. For more than four years, hospitals have reinvented their business and communication strategies in response to the imperative to improve access, quality, and value. Reform touches every corner of the organization, from governance to patients and physicians, from positioning and business development to community and employer relations. Underlying all of this is the need for a durable, robust communication strategy. Learn the issues you’ll need to be prepared to face, what’s worked, and what is still a work in progress from those who have been on the front lines. Successful Strategies for Online Patient Research and Engagement Alan Shoebridge Traditional focus groups are great, but when the sessions end, participant connections are lost. Online research engages patients on an ongoing basis in a way that is cost-effective for you and simple for them. Online research helps marketing professionals test concepts, justify strategic decisions, and become patient experience experts. It’s also a perfect complement to e-mail marketing and social media strategies. Discuss the importance of online patient engagement and how you can get started. Public Relations and Communications Janet Moore LuAnne Stewart An emerging challenge for providers is how to align social media activity with the strategic objectives of the organization. Through case study, explore how Mission Health System used a social media audit to formulate a strategic online presence. Take the journey from a reactive mode—responding to a social media–generated crisis—to a research-based approach that integrates social media into the strategic marketing plan. Living the Brand: Leading Your Organization’s Customer Experience Strategy Kristin Baird Kevin Stranberg How can marcom professionals lead the organization in creating and sustaining the most positive patient experience? Chances are you already have the skills but need a process and methods to apply them for the greatest results. This session outlines a four-step process for effective change. Learn how to apply your expertise to shape a memorable, trust-building patient experience. Planning Bob Campbell Phil Dalton The economic downturn has affected business and financial operations for many hospitals and physicians and forced them to look at their growth strategies in different ways. Only hospitals that are tightly aligned or integrated with a critical mass of physicians will be able to organize their delivery systems to meet the demands for price, quality, efficiency, and marketplace position. Learn how a multihospital, not-for-profit health system collaborated within its region to use unique strategies for each hospital while implementing an overall physician alignment and integration strategy for the area. Learning From Sustainable Models in Rural Healthcare Chris Jones Luke Peterson What novel but proven approaches can be employed to create greater efficiency, access, and coordination across your continuum of care? How do you balance cost and access? How do you create more value in healthcare? Rural settings provide an extreme case for piloting new approaches to care delivery models. Learn how Catholic Health Initiatives has built sustainable rural care models using approaches that are readily transferable to improving care in suburban and urban settings. PHYSICIAN RELATIONS Brett Turner Faced with major health reform changes, many hospital-centric leaders are struggling with how to respond, especially with mixed physician alignment efforts. But physician-driven health systems seem to be energized by the proposals. They know what others have yet to realize: they have the best model to achieve competitive advantage in the new environment. Explore Iowa Health System’s ongoing journey from hospital-centric to physician-driven. Industry Trends and Innovations Pamela Larson Consumers have come to expect that they can manage the basic transactions of personal and business life through the Internet. Find out how Kaiser Permanente, with a focus on patient-centered care, has implemented a personal health record used by more than 3 million KP members to help manage their health. The personal health record lets them e-mail their physicians, view their medical record, make appointments, and improve their health, using virtual coaching programs. Core Competencies Nancy Paton Never before has the demand for strategic marketing plans been so high and the timeline for completion so short. Learn how to create a strategic marketing plan that supports organizational objectives, creates key stakeholder involvement and consensus, and most important, creates accountability. Inherent in the plan is a quarterly verification of progress that provides an operational road map with specific metric deliverables. Importantly, the process includes an annual approach to plan renewal. Business Development Arelys Carasa Samuel Chris Ciocco Eight years ago, Baptist Health South Florida embarked on a strategy to fulfill an unmet market need between primary care services and the hospital emergency room. Cornerstone of the strategy was the development of multiple freestanding urgent care centers. The results far exceeded expectations, with tremendous growth in volume and remarkable financial returns. Review Baptist Health’s urgent care center strategy, including an overview of the model, market selection criteria, implementation milestones, results, key success factors, and implications for healthcare reform.
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