Download Executive Summary
Download Handout A
Download Handout B
Download Handout C
Download Handout D

Larry Margolis
President, Chief Marketing Officer
SPM Marketing & Communications
La Grange, IL

Carolyn Merriman
President
Corporate Health Group
East Greenwich, RI

Tess Niehaus
Vice President, Marketing and Communications
St. Anthony’s Medical Center
St. Louis, MO

Holli Salls
Vice President, Public Relations, Marketing, and Physician Services
Northwestern Memorial Hospital
Chicago, IL

In these tough economic times, marketers must be prepared to proactively analyze and focus their hospital’s marketing strategies and approaches to contribute to the bottom line and achieve ROI. Gain a deep and strategic understanding of healthcare marketing tools, including new and emerging media, customer relationship marketing (CRM), referral development, and physician relations. Come away with an in-depth understanding of how to increase your value to your organization and grow the top line through the use of diverse strategies and tactics. This workshop presents a condensed version of SHSMD’s popular seminar, “Raising the Bar in Healthcare Marketing Performance.”

You will learn to:

• Understand the marketer’s role in strategic thinking, as well as a process, methodology, and rationale for enhancing the ROI of the marketing function.
• Appreciate CRM systems, benefits, and applications.
• Understand the new world of advertising options and alternative advertising, as well as how to make decisions about your advertising messages, dollars, and target audiences.
• Develop an awareness of physician relations models, best practices, and how to apply them to the organization’s strategic goals.
• Apply the lessons to a real-life scenario integrating strategy, CRM, advertising, and physician relations.