Session Number S7  Session Level  A

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Maryalice Keller
Vice President, Brand and Talent Management
Unity Health System
Rochester, NY
makeller@unityhealth.org

Kathleen Lewton
Principal
Lewton, Seekins & Trester
Stamford, CT
kathylewton@aol.com

Steven Seekins
Principal
Lewton, Seekins & Trester
Burbank, CA
steves3@pacbell.com

By embedding themselves in core “line” functions, senior marketing and communications professionals can transfer skills honed in staff positions to leadership roles in the new paradigm of hospital management: engage employees and physicians, realign operations to focus on patient satisfaction and cost-effectiveness, and maintain substantive relationships with key external organizations. This session will cover the politics and the process of metamorphosis: repositioning yourself and your skills, reinventing your profile with senior management, options for bidding on and winning new responsibilities, moving up by moving over, volunteering your way into a new job description, and knowing when to choose collaboration instead of control.

You will learn to:

• Assess your organization’s most critical areas of need where marketing/communications skills and expertise can be most effectively deployed.
• Do a self-audit to identify which of your existing skills and experiences are most appropriate for repositioning from current traditional marcom roles to the new essential management roles: patient satisfaction, employee engagement, physician relations, community relationships.
• Move into new roles through a variety of strategies, from collaboration to volunteering to moving up by moving over.