11:30 am – 12:30 pm

462 Miles Never Seemed So Close: Hospital Cobranding Case Study
Session Number: T101 Level: Intermediate

More and more hospitals around the country are seeking programmatic affiliations with “Best in Class” hospitals to improve quality of care; provide access to the most advanced research, technologies, and clinical techniques; and foster communication among caregivers. These affiliations also provide a unique market differentiator and therefore are often viewed as major marketing opportunities. Get a complete overview of marketing considerations when launching an affiliate, cobranded program. From prelaunch communications to marketing plan development and execution, gain insights into brand management, target audience messaging, and successful communication tactics.
Megan Frankel, Director, Service Line Marketing, Cleveland Clinic
Colleen Leonard Leyden, Director, Corporate Marketing and Public Relations, The Chester County Hospital and Health System

Mindset Marketing: Using Psychographics to Target the Discretionary Healthcare Consumer
Session Number: T102 Level: Advanced

Discover how to use syndicated and local audience and media data to devise a messaging strategy and ad campaign to achieve tremendous results. Learn how to use Simmons, Cohorts, and local market research to develop and target a psychographic model of your primary audiences. Then find out how to apply psychographic targeting decisions to an integrated marketing plan. including media strategy, comprehensive messaging, and creative executions. Finally, gain an appreciation of the multiple marketing benefits that are achievable through the execution of this psychographic targeting strategy.
Melissa Allen, Director, Marketing and Public Relations, St. Joseph's Candler Hospital
Brian Bennett, President, STIR Advertising & Integrated Marketing

Building Your Internal Brand: The Power of Employee Ambassadors
Session Number: T103 Level: Intermediate

An effective marketing effort begins with your employees. A bonus is that internal tactics can cost much less than paid advertising. Learn how Lakeland HealthCare ensures that their employees are excellent brand ambassadors and how they leverage these messages for social media and traditional public relations avenues. A featured tactic: quarterly town-hall meetings that offer an exciting, interactive keystone to internal communication and attract followers on YouTube and other social media channels.
Matthew Shine, Lead Creative Specialist, Lakeland HealthCare
Laura Wagner, Lead Communications Specialist, Lakeland HealthCare
Megan Yore, Director, Marketing, Lakeland HealthCare
 
Harnessing the Power of Pink to Raise More Green
Session Number: T104 Level: Intermediate

Saint Francis Medical Center's Pink Up Cape campaign, an awareness effort developed specifically for National Breast Cancer Awareness Month, exploded into a uniquely successful strategic branding campaign. Discover how marketing and philanthropy partnered to generate a viral campaign that spread throughout the five-state service area and raised thousands of dollars for free mammograms.
Felecia Blanton, Director, Marketing and Referral Services, Saint Francis Medical Center
Linda H. Decker, Executive Director, Saint Francis Foundation

Care Continuum Integration: A Postreform Hospital/Health System Transformation Imperative
Session Number: T105 Level: Advanced

Prominent among emerging hospital/health system transformation principles is the reality that admission-to-discharge can no longer be considered discreet and separable from a continuum of patient care. Emerging economic models share the concept of value over volume across the full care continuum. Gain an overview of specific pre- and post-acute care competencies and strategic alignments required for success in pos-reform healthcare, including lessons learned from a national leader in continuum services, Spectrum Health.
Kathleen Griffin, National Director, Post Acute and Senior Services, Healthcare Continuum Advisors
N. Jeffery Lemon, VP, Business and Program Development, Spectrum Health

Preparing for the Dual-Eligible Conversion through Partnerships
Session Number: T106 Level: Intermediate

California and several other states are piloting the transition of dual-eligible patients (those with both Medicare and Medicaid) into managed care. In Los Angeles County alone, nearly 400,000 residents are affected. These are poor, usually very ill people with multiple comorbidities who see many different providers in an uncoordinated manner. Find out how three unaffiliated safety net hospitals and a large federally qualified healthcare center (FQHC) are coming together to form an innovative Regional Accountable Care Network across a region of 3 million people. 
Martin Kleinbart, Chief Strategy Officer, Citrus Valley Health Partners
Allen Miller, CEO, COPE Health Solutions
Martin Serota, MD, Chief Medical Officer, AltaMed Health Services

Clinical Integration: Steps Following Physician Alignment
Session Number: T107 Level: Intermediate/Advanced

Physician alignment has been the "buzz" strategy for years; now organizations must look beyond physician acquisition/alignment strategies to complete the important work that really was the driving goal: the work of clinical integration. The next step is generating significant value from "real" clinical integration. Real clinical integration can significantly improve patient care, reduce the cost of care delivery, improve patient satisfaction, and position the organization for true population health management. 
Jeffrey R. Hoffman, Senior Partner, Kurt Salmon

Innovative Primary Care Models for Success in Healthcare Reform
Session Number: T108 Level: Advanced

Primary care delivery is, in many respects, the cornerstone to healthcare reform at both the national and regional levels. Much success has been achieved through innovative models, of which the patient centered medical home is but one. Explore innovative models for primary care delivery. Hear stories focusing on innovations that position healthcare providers for success in the reform era.
Craig Holm, SVP, Health Strategies & Solutions
Charles Mackett, MD, SVP and CMO, Indian River Medical Center

Developing a Killer e-Strategy in a Complex Environment
Session Number: T109 Level: Intermediate

So, you're the CMO of a health system, but there really isn't much "systemness"—no consistent branding, messaging, or content strategy, and even the public-facing websites differ dramatically. Sound familiar? Find out how MedStar Health developed, communicated, and executed an e-strategy that unified the 18+ different organizational websites while implementing a new organizational brand identity.
Kathy L. Divis, President, Greystone.Net
Jean Hitchcock, VP, Public Affairs and Marketing, MedStar Health

When a Merger Won't Work, Collaboration Will
Session Number: T110 Level: Advanced

When a small community hospital found it couldn't match the marketing power of its big-city competitors, what strategy could they employ to build market strength? Merging wasn't a choice—that was like surrendering. So, Johnson Memorial Hospital in Franklin, Indiana, stopped trying to work with everyone and chose one competitor to be its collaborator. Learn how it happened and how it's working.
Jack Frank, VP, Strategy and Network Development, Community Health Network
William C. Oakes, Chief Development Officer, Johnson Memorial Hospital