Additional sessions will continue to be added on topics such as: health equity inclusion in strategic planning, budget allocation, AI, and more! The agenda will include a mix of live and pre-recorded sessions. All sessions will have discussion boards that allow for interaction and continued conversations.
OCTOBER 27 | BREAKOUT 1 | 11:00-11:45AM CT
Digital Marketing: Planning for the Unplanned
Is your organization at a Digital Marketing crossroad? Perhaps you’ve started on your journey to revitalize your Digital Marketing efforts or you’ve found that technology is evolving faster than ever and keeping up is proving to be impossible. Join Digital Marketing leaders from AdventHealth as they provide the blueprints, foundational assets and associated technologies, which prepared the organization for leading through the pandemic, our political climate and ever-changing consumer needs.
Speakers: Anthony Cadieux, Director of Digital Strategy at AdventHealth and Brandi West, Executive Director Digital Brand and Content Strategy at AdventHealth
Anthony Cadieux draws from over 15 years of global performance marketing experience within Healthcare and luxury travel verticals. Currently, Anthony is responsible for driving the Digital Marketing Strategy at AdventHealth. Anthony leads Digital Strategy, Digital Media, Marketing CRM, Analytics and Marketing Contact Center Strategy for the organization. During his tenure, Anthony has led the effort to internalize Digital Marketing efforts across the company while also serving as a core member of the rebrand team for AdventHealth. While not advancing AdventHealth’s digital footprint, Anthony enjoys spending time with his wife and kids and loves teaching yoga and meditation.
Brandi West is a Marketing leader with 13 years of experience developing brands and engaging consumers. Today, she serves as Executive Director, Digital Brand & Content Strategy for AdventHealth and drives the development of multichannel content. She fulfilled a career dream with the rebrand of AdventHealth by partnering with countless teams to take a legacy brand into a consumer-centric future. She built the enterprise Social Media strategy and partnered with Web & IT to transform hundreds of disjointed websites into a consumer-centric experience. She launched Reputation Management for AdventHealth, resulting in consistent service recovery, increased brand sentiment and faster responses.
Closing the Gap between Strategy and Execution on the Move to Value
Coming up with a winning strategy is hard enough; executing that strategy and translating ideas into value and outcomes is the challenge of the century. This session will encourage provocative ideas to bridge the gap between strategy making and achieving value and results. There is widespread discussion across the field about moving to value. While health care leaders are making great strides in implementing value-based strategies, there are many challenges to implementing these strategies or the culture that support them. In this session, speakers will share real life experiences and actionable advice for closing the gap between strategy and execution.
Speakers: Jhaymee Tynan, Assistant VP, Integration at Atrium Health and Priya Bathija, JD, VP of The Value Initiative at the AHA
Jhaymee Tynan, PMP®, PfMP®, FACHE® is Assistant Vice President, Integration at Atrium Health, Charlotte, N.C., where she leads the system’s Integration Management Office, which provides day-to-day operations and strategy leadership for post-merger integration activities with current and new partners. During her tenure at Atrium Health, she has led several high impact strategy projects, including the development of world-class growth plans for oncology and pediatrics service lines. Before joining Atrium Health, Ms. Tynan was Business Transformation Manager at Deloitte Consulting in the Global Life Sciences and Healthcare Practice. Prior to that, she had a successful career in banking and information technology.
Priya Bathija is vice president, Strategic Initiatives at the American Hospital Association. In this role, she leads the AHA’s efforts to guide hospitals and health systems as they promote affordability by improving quality and decreasing cost. In addition, she leads the organization’s work on maternal and child health, social determinants, and its exploration of innovative delivery and payment system reforms that will allow vulnerable urban and rural communities to ensure access to essential health care services. Formerly, Ms. Bathija served as the AHA’s point person for inpatient payment and rural hospital issues and as the AHA’s liaison to MedPAC. Prior to joining the AHA, she practiced health care law and served as hospital counsel for MedStar Georgetown University Hospital and MedStar Washington Hospital Center in Washington, D.C., and associate general counsel at ProMedica Health System in Toledo, Ohio.
OCTOBER 27 | BREAKOUT 2 | 1:00-1:45PM CT
Brand as Foundation is Everything
As a challenger brand in the Chicago market, Rush inspired staff and engaged consumers across Chicagoland with a new “excellence is just the beginning” brand campaign in 2018. This new brand platform propelled staff confidence and was brought to the forefront as we rose from #4 to #1 in quality of care (Vizient) in 2019. New hires for digital patient engagement, reputation, media relations and social media augmented our ability to reach audiences beyond success with brand campaign. The excellence pride bedrock inspired staff during the COVID outbreak and propelled our reach and engagement to national levels reaching influencers and bringing patients back to Rush.
Speaker: Ryan Nagdeman, AVP, Marketing & Communications at Rush University Medical Center
Ryan Nagdeman is responsible for the strategic marketing for Rush University System for Health. This includes the digital presence and all consumer, students and physician (B2C, B2B) marketing efforts for Rush University, Rush University Medical Center, Rush Copley Medical Center, Rush Oak Park Hospital and Rush Health. He leads all advertising campaigns, targeted marketing, marketing administration and digital properties, including the web and social assets. Ryan and his teams determine marketing strategy the system working with stakeholders across the organization. Ryan supports the organization's senior leaders to achieve the strategic plan goals of the organization and shares marketing strategy, plans and results with the leadership of the system and the Board of Directors.
Strategy Development and Alignment: Leadership Toolkit
The gap between strategy and execution must always be bridged to ensure the institution is executing toward a future state vision. COVID highlighted the importance of focusing leaders and operators across various global markets to focus on the right work. In a simple toolkit, we created a self-service tool to align all strategies. The toolkit has been maintained to ensure even when market forces changed, operational leaders will know what action to take now to thrive in a very different future. The toolkit includes: facilitator guide notes, handouts, videos and slide decks.
Speaker: Sarah Poncelet, Director Business Strategy and Planning at Mayo Clinic
Sarah Poncelet is the Director of the Business Strategy & Planning team. Her team supports enterprise strategic priorities for Mayo Clinic to ensure alignment with the institutional plan. She also works in Corporate Strategy supporting senior leadership to define strategy and align operational plans to the broader strategy. Sarah has worked in patient access management and marketing analytics and implementation for Mayo Clinic. Sarah was a Financial Analyst for IBM in Rochester, MN. She holds a M.B.A. from Augsburg College and a Bachelor of Science in Business, emphasis in Marketing from St. Cloud State University.
OCTOBER 27 | BREAKOUT 3 | 2:00-2:45PM CT
Painting a Vibrant Picture of Quality in a World of Gray
The marketing team at Yuma Regional Medical Center was in a jam. The CEO requested billboards that promoted excellent quality. However, an employee engagement survey revealed that employees didn’t perceive care they collectively delivered as “high quality.” What’s a marketing team to do? Accept the challenge! Employee interviews attested that “quality” meant vastly different things to employees. To help connect the dots, YRMC developed an innovative internal approach to paint a vibrant understanding between clinical quality and the patient experience. By infusing fun and creativity into employee engagement and aligned messaging, we painted a culture where quality flourished.
Speakers: Shay Andres, Director of Marketing at Yuma Regional Medical Center and Machele Headington, VP Marketing and Support Services at Yuma Regional Medical Center
Scheduling Made Seamless: How Piedmont Health Care Enabled Online Booking Across Sites of Care
Among the growing population of consumers who prefer online booking, more than 50% would switch providers for it. Growing expectations are making online booking rapidly rise from the realm of “nice to have” to “must have” for health systems. Making it a reality for provider scheduling is a significant quest unto itself - let alone enabling it across access points. However, that’s exactly what the Piedmont team made happen and Piedmont now sees 15K+ appointments per month booked online. Learn how they did it and what they learned along the way about organizational buy-in, provider engagement, consumer behavior, and more.
Speakers: Katie Logan, Chief Consumer Officer at Piedmont Healthcare and Jennifer Melby, Director, Experience at Piedmont Healthcare
Jen Melby serves as Executive Director of Consumer Experience and Digital Innovation for Piedmont Healthcare, an 11 hospital not-for-profit health system serving nearly two million patients in Georgia, where she is responsible for developing and executing Piedmont’s experience strategy. She leads the delivery and operationalization of innovations and programs focused on transforming access and overall experience for patients. Joining Piedmont in 2012, Jen supported the service lines and physician enterprise as Director of Strategic Development and Performance Improvement, leading business development, strategic planning, process improvement and business intelligence. Prior to Piedmont Jen was a management consultant with FTI Consulting.
OCTOBER 28 | BREAKOUT 1 | 11:00-11:45AM CT
Health Care Marketing In the “Real Time” Age
In a world where your Amazon account knows you better than you know yourself, it’s natural to expect that your health care provider can give you the same experience. Health care marketers know that the data we work with presents unique challenges to rise to this expectation. With EHR data delays, disjointed call center experiences and a variety of unique clinical and non-clinical touch points, it can seem like an insurmountable challenge. Learn how one health system is using an enterprise-wide CRM to bring real-time marketing strategies, across all touch points, to life.
Get a behind the scenes peek at what powers these real time campaign strategies, how this approach changed our COVID response, what data made the essential integrations list and the powerful impact deploying the right message at the right time has had on results.
Speakers: Brittany Graffagnini, AVP, Marketing at Ochsner Health System and Chelsea Lockhart, Marketing Supervisor at Ochsner Health System
Since joining Ochsner Health’s marketing team in 2007, Brittany Graffagnini’s focus has been on developing meaningful and effective strategies to acquire and retain patients. In her role as Assistant Vice President of Marketing, Brittany oversees targeted marketing initiatives for hospitals and service lines, CRM and segmentation as well as consumer insights and marketing analytics. In addition to her various marketing roles within the organization, she also served on the Louisiana Hospital Association’s Society for Healthcare Public Relations and Marketing as a board member for four years and in 2015-2016 as Board President. Additionally, she served on the SHSMD Education Committee for several years and was chosen by the society as the recipient of the 2015 Rising Star award. Brittany attended Louisiana State University for both her Bachelor of Science in Marketing and Masters in Business Administration with a concentration in Project Management and Marketing.
Chelsea Bennett Lockhart is an accomplished marketing strategist with a passion for using unique data to drive marketing success. In her current role as a Marketing Manager at Ochsner Health in New Orleans, Chelsea focuses on leveraging an enterprise-wide CRM system to power targeted acquisition and retention marketing strategies. Using the power of fully connected data, Chelsea and her team design and run innovative, EMR-integrated marketing automation campaigns to serve up consumer-centric marketing at every interaction.
Health Equity in Our Strategic Plans: Bringing Health Disparities to the Forefront
Description coming soon!
OCTOBER 28 | BREAKOUT 2 | 1:00-1:45PM CT
Handling a "Happy Crisis": A case study in managing a positive media frenzy
Carson King, a 24-year-old Iowa State Cyclone fan, surprised the nation by turning a comical sign held up during an ESPN College GameDay broadcast into a multi-million-dollar fundraising campaign for University of Iowa Stead Family Children’s Hospital. Learn how the hospital’s strategic communications staff used a crisis communications plan to team with marketing, university athletics, and the university’s philanthropic office to manage social and traditional media.
Speakers: Molly Rossiter, Senior Writer/Editor at University of Iowa Hospitals and Clinics and Jeff Raasch, Head of Content at University of Iowa Hospitals and Clinics
Personalizing a System: Applying Market Segmentation for More Tailored, Consumer-Centric, Health Care System Experiences
As disruptive forces including COVID-19 reshape the industry, survival requires health care systems to transform their approach with current and potential customers. Consequently, this necessitates reimagining ways in which to engage consumers, and then thoughtfully developing and executing consumer-centric health care experiences. The challenge is that no “average” consumer exists, yet health care systems cannot base strategic and operational initiatives upon each unique patient. Systems must find system-wide approaches that feel tailor-made. Market segmentations can help achieve personalized-experiences at system-wide levels. This presentation shares the why, what, and how of market segmentation based on an attitudinal-behavioral segmentation strategy for UNC Health.
Speaker: Daphne Dodson, Executive Dir. of Consumer Insights and Research at UNC REX Health Care
As a research psychologist, Daphne Dodson brings 20+ years of qualitative and quantitative research experience to her role as Executive Director, Consumer Insights and Research. Prior to working for UNC Health, she spent her career working for and on behalf of the world’s leading pharmaceutical, consumer technology, and consumer packaged goods organizations, delivering actionable insights and developing brand and experience strategies. Daphne holds a B.S. in Journalism, an M.B.A., and a Ph.D. in Psychology. Prior to joining UNC Health, she led the U.S. Qualitative Healthcare team for Ipsos, one of the world’s largest qualitative research firms, and then founded and led a boutique market research firm, Qual-Smart.
OCTOBER 28 | BREAKOUT 3 | 2:00-2:45PM CT
Justifying MarCom Budgets with Agility and Better Data
Financial recovery from the pandemic has just begun – healthcare marketing and communications leaders are faced with new priorities, expenses, staffing and functions. Hear how this panel of marketing and communications leaders pivoted financially during the crisis, how they are reshaping (and justifying) their budgets, and how data has been used to help in budget planning. Our panel will share their views how marketing should adjust in the future and what approaches and tools they plan to use to remain agile as priorities shift.
Speakers: Kevan Mabbutt, Senior Vice President & Chief Consumer Officer at Intermountain Healthcare, Jennifer Carbary, Director of Marketing at Beaumont Health System and Peter Miller. Administrator in the Division of Marketing & Communications at Cleveland Clinic
Moderator: Diane Weber, Executive Director, SHSMD
Evolving the Annual Strategic Planning Process to Adapt to a Growing System’s Needs
Within one year, Emory Healthcare acquired a local health care system while also implementing a local partnership with Kaiser Permanente that led to increases in patient volume, employees and affiliated physicians, and capital demands across the system. Several key elements of the annual planning process were evolved to enhance a culture of systemness while leveraging limited valuable resources (capital and people).
Join members of Emory Healthcare’s Strategic Planning Office as they walk through how the annual planning process was adapted, challenges they faced, and lessons learned while quickly scaling existing resources and processes to match the growth of the system.
Speaker: Lynda Barrett, VP of Strategic Planning at Emory Healthcare and Nilima Dalsania, Manager of Strategic Planning at Emory Healthcare