|
|||||||||||||||||||||||||||||
|
Thursday, September 18
10:30 a.m.–12:00 noon Marketing Darcy Lorenzon Mindy Thompson-Banko Introducing retail on site, as a professionally run business model, is an emerging and profitable strategy for many healthcare organizations. Gain practical knowledge about the basics of retail and what is required to sell cash-and-carry retail products within an organization. Understand the potential impact—financial and operational—of incorporating a retail strategy into your organization’s portfolio. Appreciate the nonfinancial benefits of a retail strategy, including increased physician, employee, and patient satisfaction, as well as competitive differentiation. Where Do You Begin When Consumers Have No Clue Who You Really Are? Kathryn Hughes Anne Theis Where do you begin when consumer perceptions don’t begin to match the realities of the market? Examine how Halifax Health stepped through a process to build and execute the most relevant competitive positioning and brand strategy to build business. Public Relations and Communications Ben Garrett Sten McKinzie With millions of Americans participating in social media like MySpace, Facebook, and YouTube, you need to learn new strategies. Social media will increasingly become an integral part of every hospital website or online strategy. Delve into practical applications for engaging social networks in healthcare communication, including case histories of how leading hospital systems, medical schools, and nonprofit organizations are engaging healthcare consumers and building relationships with cutting-edge social media applications. Learn how podcasts, vodcasts, and blogs fit in with traditional hospital marketing tactics. Encouraging Employees to Deliver the Brand Promise Amy Davis Nancy Jensen Although Mayo Clinic is one of the most powerful healthcare brands in the United States, Mayo’s brand has not been built by brand managers, marketing professionals, or advertising. Instead, Mayo’s brand is built every day by each interaction a Mayo staff member has with a patient and each patient experience story. Learn how Mayo Clinic has developed a corporate culture that encourages employees at all levels to deliver the brand promise. Explore specific internal branding strategies, ranging from storytelling to new employee orientation to organizational celebrations. Strategic Planning Peter Brumleve Ryan Gish Mark Grube In both the corporate and not-for-profit healthcare worlds, the capital markets have long favored larger organizations. Is this view by investors, rating agencies, and bond insurers justified, and do size and growth drive exceptional and sustained organizational success?Using data from publicly rated hospitals, realize the impact of scale on profitability, leverage, capital spending, and credit rating. Identify common characteristics of organizations that have achieved successful growth and scale, and take home an action plan identifying the key steps your organization must take to create a sustainable growth initiative. Healthcare Retail Strategies: Revenue Generation and the New Paradigm Shift Tony Paquin Take an in-depth look at healthcare retail and its impact on hospitals, the doctors associated with them, and the surrounding communities. More than simply stores or clinics, healthcare retail in reality is far more expansive, complex, and redefining than many hospital executives recognize. Healthcare retail represents a paradigm shift to a patient-centric strategy. It’s an approach that uses multiple channels (stores, e-commerce, and medical spas) to create multi-million-dollar revenue to replace or supplement declining reimbursement. Learn how healthcare retail can drive additional business to core services. Best Practices/Emerging Issues Missy Krasner Sarah Loughran The online health-seeking population is growing dramatically. According to a recent study, the Internet is the most preferred source for health information, with some 116 million consumers using it to get healthcare information or find a provider. In dealing with health issues, people turn to the Web before their doctor, hospital, or any other provider. Gain valuable insight into current trends in consumer online search behavior and transparency, and understand how they provide strategic business opportunities and risks for hospital organizations. Learn from innovative hospitals how to effectively leverage search and the Internet. Identify what you can do to build an online presence to connect with patients and ignite your online marketing. Physician Relations Carolyn Merriman Tess Niehaus Many organizations have created a strong brand and voice but are facing increased competition, a cluttered marketplace, and a need to differentiate themselves with their customers. Physician sales and service presents a measurable and distinctive method of “living the brand” through relationship management strategies. Uncover what sales and service looks like in healthcare, coupled with data-driven best practices. Recommendations on sales planning, structure, staff, training, issue management, and ROI reporting will be provided, along with tactical tips for the manager. Leadership/Professional Development Kerry Johnson Discover the best practices of highly effective leaders in overcoming the challenges of implementing strategic change and maintaining personal and organizational effectiveness. Explore the skills required to sustain personal high performance in turbulent conditions. Find out how leaders intentionally orchestrate change to drive and accelerate the impact of new strategies. Understand the people side of change—the critical role of building and maintaining commitment. Core Competencies Michael Slusarz Investigate a marketing case study of one of New Jersey’s largest teaching hospitals. Examine a step-by-step overview of how a strategic marketing communications plan was created and implemented to respond to the marketing, public relations, and physician relations challenges faced by the hospital. In a highly interactive segment, participants will be asked to present one marketing or communications challenge they face in their organizations. Solutions will be offered in facilitated group discussion.
|