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Tuesday, September 13
3:30–4:45 p.m. Marketing William Applegate Jeff Segall A decade ago, the consensus was that patients don’t pick hospitals; they follow their doctors’ recommendation. In recent years we’ve witnessed the growth of consumerism and watched as hospital marketing to consumers became more prominent. Lately, we’re starting to see some organizations reevaluate the importance of marketing to physicians; in fact; many hospitals are reorganizing departments and reallocating resources to focus more on physicians. Which raises the question: Which really brings more patients through the door? Beyond THRIVE: Putting the Weight of Integrated Communications Behind Kaiser Permanente's Popular Ad Campaign Diane Gage Lofgren Everyone can name a favorite advertising campaign. Whether it’s the milk mustache of the “Got Milk?” campaign or the power to “Just Do It” with Nike, effective advertising is the embodiment of what we want to present about our organization, its values, and its unique offerings. Hear about Kaiser Permanente’s THRIVE campaign, which broke through the clutter of typical healthcare advertising to get at the heart of people’s ideas about health and wellness. Public Relations and Communications Victoria Ashworth Shane Wolverton The healthcare industry has witnessed an unparalleled disclosure of hospital-specific quality information to the public. Learn how to evaluate and promote your hospital’s medical quality using scorecards, independent quality ratings, and national and state quality awards. Engage in an in-depth review of your hospital’s promotional opportunities, using publicly available data on process of care, outcomes, and patient satisfaction. Discover how proactive hospitals are implementing high-impact, quality-oriented branding campaigns via the Internet, television, billboards, and print media. Engaging the Community During a Time of Need Jason Wells As healthcare providers, it is essential that we provide leadership during times of crisis and need. Healthcare marketing departments occasionally have the opportunity to become community organizers, relief providers, and grass-roots leaders, promoting change for a cause far greater than our own business objectives. Hospitals can lead the way in strategies to provide relief for the homeless, hungry, and disaster stricken. Not only do we have the resources to help, it is woven into our DNA to care. One byproduct of providing leadership in times of need is the tremendous outpouring of support the hospital will receive from community leadership and the media. Strategic Planning David Cannady Tim O’Brien At the request of senior leadership, HCA’s Strategic Resources Group standardized market share methodology and reporting across hospitals in 29 major U.S. markets for executive leadership. Find out how this group gained buy-in from leaders across the company regarding the data and metrics included in the dashboard. Find out how to leverage available data and how the dashboard provides consistent analyses of market trends to address growth opportunities and evaluate the results of implemented tactics. Achieving Competitive Advantage: Primary Care “Retail” Strategy Curtis Chastain, MD Marc Halley In this era of strategic uncertainty, the ability to capture and attract market share is a business imperative for hospital executives. Developing a “neighborhood” strategy to capture market share and effectively linking primary care physicians with the hospital and its affiliated specialists are critical. Delve into the strategic placement of primary care practices in a community and the development and maintenance of relationships based on service quality to attract referrals from primary care physicians. Physician Strategies Jeff Brickman Amy Dirks Stevens Many organizations have created a physician relations program with the intent of growing referrals. But how do they prove results and measure the impact of the program? Dissect the types of impact, and discuss best options based on tangible criteria. Beyond personal decrees about what will be tracked, the session will embrace the need for leadership involvement in designing tools to measure impact. Emerging Media Julie Perez Kari Shimmel Take the mystery out of social media, and develop a results-driven strategy for your healthcare institution. Get a comprehensive overview of the social media space. Take home steps to create an effective strategy. Through healthcare-specific case studies, see these principles in action. From Facebook to Twitter, learn how to deliver a social media strategy that complements and enhances traditional marketing plans. Core Competencies Stephen Moegling Richard Prudhomme Having an ad agency relationship can be a blessing or a curse. Of all the agencies out there, which one is the right fit for you and your organization? How do you ramp up the new agency in a timely and efficient manner? What are the measures of success? How do you reach consensus without watering down the campaign? What do you do when your CEO says he has “a great idea for a tagline”? Need answers to these questions? Then this is the session for you. Professional Development Terri McNorton Jeff Wright Are you at a critical stage in your professional development? Finding it challenging to transition from department manager or director to an executive role? Don’t fret, help is on the way. Identify the things you may be doing unintentionally to sabotage your professional development and undermine your personal growth. Walk away with concrete ideas and specific actions you can take to strengthen (or reverse) your image and secure your seat at the executive table. Gain insight on how to build credibility for yourself and your department with your executive team. We will also discuss key ways to influence management decisions.
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