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. Read more for a preview of this session this SHSMD blog.
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 health care 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. Listen to the SHSMD Podcast, previewing this session!
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
Shay Andres, director of marketing at Yuma Regional Medical Center, is an accomplished marketing and communications leader with more than 15 years of non-profit health care experience. She leads a dynamic team, overseeing organizational brand management, strategic marketing, communications, media relations and community outreach. Shay understands the true value of divisional partnerships and collaboration to solve problems while keeping organizational goal alignment as a primary focus. She strives to create an environment that fosters trust, creativity and growth. Shay earned a Bachelor of Arts in Communications, focus in Public Relations with a dual minor in Marketing and Management.
Machele Headington, vice president of marketing and communications, leads Yuma Regional Medical Center’s overall marketing strategy and oversees the hospital’s Foundation, community programs and initiatives. Ms. Headington began her service with YRMC in 1991 as the director of community relations before being promoted to her current role in 2009. She has enjoyed a rich career in media and public relations that honed her ability to connect people, build ideas and manage relationships with media outlets. Throughout her career, Ms. Headington has built a reputation for creating meaningful experiential connections. She earned a Master of Business Administration from NYIT University.
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
Serving as Chief Consumer and Strategic Planning Officer for Piedmont Healthcare, Katie Logan leads the corporate planning function for the nearly $4B, 11 hospital integrated delivery system along with the development and execution of Piedmont's consumerism and experience strategy. She leads the practices and innovations that emphasize the consistent delivery of patient centered care, while transforming access, choice and overall experience. This includes Piedmont’s call center, the Patient Connection Center. Previously, Katie served as Piedmont’s VP for Marketing and Physician Outreach, leading marketing strategy and physician relation efforts. Joining in 2009, Katie supported the cardiovascular service line and physician enterprise as the VP of Strategy and Professional Services leading business development, planning and project management. Prior to joining Piedmont Katie was a management consultant with KPMG.
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.
Making the Case for Addressing the Social Determinants of Health
Hospitals are increasingly recognizing that address the social determinants of health creates value for their patients and communities - resulting in lower costs, improved outcomes and enhanced patient experiences. As a result, a growing number of hospitals are addressing patients’ non-medical, social needs while also providing high-quality medical care. Yet for many hospitals, social determinants of health strategies are still developing. This session will share a framework for how hospitals can address the social determinants of health, share strategic considerations involved with making the value case to adopt a social determinants strategy and provide case examples.
Speakers: Sarah Norman, MPP, Chief of Community Development at Sheppard Pratt Health System and Julia Resnick, Sr Prog Mgr Value Inititv, Strategy and Relationships at the American Hospital Association
Sarah Norman is Chief of Community Development, overseeing employment, housing and other social determinants of health strategies at Sheppard Pratt. Previously, Ms. Norman served as National Director of Healthy Homes & Communities at NeighborWorks America, where she launched a national initiative to better connect health, housing and community development. At the Centers for Medicare & Medicaid Services, she led the Rate Review Grant Program and provided oversight and compliance advice for the Oversight Group. Ms. Norman also served as senior health policy advisor for Congresswoman Louise Slaughter. In addition, she served as Bureau Chief and Senior Advisor at the Baltimore City Health Department, transforming the lead poisoning prevention program into a nationally-acclaimed healthy homes bureau. Ms. Norman received both her bachelors and master’s degrees from Harvard University. She also has served on multiple Boards, including Baltimore Medical System, the Harvard Alumni Association, and the Harvard Club of Maryland.
Julia Resnick is the senior program manager for strategic initiatives at the American Hospital Association, where she supports the AHA’s efforts to promote affordability and value in the health care system by improving quality, enhancing the patient experience and decreasing cost. Over her seven year tenure at the American Hospital Association, Julia has been committed to advancing AHA’s population health work, including leading the Association for Community Health Improvement, AHA’s professional membership group for community health leaders. She has had numerous publications and speaking engagements across the country connecting the issues of population health, equity and value. Julia previously worked at NorthShore University HealthSystem. She received a Master of Public Health degree at Hebrew University’s Braun School of Public Health and Community Medicine and Bachelor of Arts in sociology from Bates College.
OCTOBER 28 | PARTNER PROGRAMMING | 12:00-12:45PM CT
What Do We Mean By Intelligent Engagement
It is more important than ever for health care organizations recovering from COVID financial loss and serving as thought leaders in their communities to embrace intelligent engagement. With disruption changing the healthcare landscape, hospitals and health systems are now tasked with implementing intelligent engagement in order to keep up in today’s highly competitive consumer-driven landscape. Discover what we mean by intelligent engagement and how to leverage it to pinpoint the right growth opportunities and find the individuals more likely to need care.
Speaker: Gary Druckenmiller, Senior Vice President, Strategy & Innovation at Healthgrades
Sponsored by: Healthgrades
Optimizing Digital Patient Experiences: 10-Point Checklist for Success
As health systems implement digital front doors, they are finding that access to care is only one aspect. Thinking strategically, a well-executed digital patient experience enables organizations to: 1) Engage consumers and patients with mobile self-service tools; and 2) Simultaneously increase efficiency across the underlying processes for both the health system and its referring providers. Watch this presentation to hear both the provider and business operations perspectives on optimizing digital patient experiences.
Speaker: Ronald Hirsch, MD, FACP, CHCQM, CHRI, VP of Physician Advisory Solutions at R1 RCM and Joe Polaris, MBA, SVP of Product & Technology at R1 RCM
Sponsored by: R1 RCM
A Conversation about Compassion, Winning & Revenue in a Time of COVID-19
Speaker: Brian Q. Davis, EVP at Scorpion Healthcare and William L. Koleszar, Chief Marketing Officer at National Spine and Pain Centers
Sponsored by: Scorpion Healthcare
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
Molly Rossiter is a media relations/communications specialist and writer with University of Iowa Health Care and is the primary media liaison for University of Iowa Stead Family Children’s Hospital. She joined UI Health Care in 2011 following a 22-year career in journalism. She works with local and national media on a variety of patient, health, and research topics, and led the media outreach during the “Hawkeye Wave” and Carson King events. Molly has two adult children, Justin and Kimberly, and lives near Iowa City with her dog and cat, Ceili and Mattie.
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 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 – health care 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
Jennifer Carbary is director of Marketing & Creative Services for Beaumont Health, an 8-hospital system in southeast Michigan. She has a bachelor’s degree in Communications from Wayne State University and an M.B.A. from Walsh College Jennifer has 25 years’ experience in internal communications, marketing and creative services. Her team is responsible for social media, content strategy, consumer marketing and creative materials for the system. Recently, her team launched a community-based “HealthCareHeroes” campaign to show support for Beaumont team members during COVID, followed by the successful “Safe Care” campaign to recover patient volume from COVID.
Kevan Mabbutt is the Senior Vice President and Chief Consumer Officer of Intermountain Healthcare. He began serving in this position in August 2017 and brings more than 25 years of consumer-focused experience to the role. He leads Intermountain’s efforts to identify and deliver on what consumers need and expect from healthcare. This includes leading the development and rollout of My Health+, Intermountain’s digital front door, which empowers patients and members to find, manage, and pay for care in a convenient and seamless way. He also leads Intermountain’s marketing, brand, and communications function. Prior to Intermountain, Mr. Mabbutt led global experience and insight at The Walt Disney Company (including design and launch of Shanghai Disney Resort, MDX portal and Magic Bands). He also held marketing and strategy leadership roles in media and entertainment in Europe, Asia, and the Middle East. He was born in London, grew up in Africa, and received his bachelor’s and master’s degrees from Cambridge University in England. He relocated to the US with his family in 2005.
Peter Miller is the Administrator of the Division of Marketing & Communications at Cleveland Clinic, where he is accountable to a staff of over 200 marketing and communications professionals. Peter began his career at Cleveland Clinic as a Market Research Associate in 1991. Peter received his undergraduate degree in English and Psychology from Kenyon College and his Masters of Business Administration from the University of Wisconsin at Madison. He is the originator of the Marketing & Communications Benchmark Research conducted annually by Endeavor. He is also an avid soccer coach, player and fan
Diane Weber, R.N., B.S.N., M.H.A., is the executive director of the Society for Health Care Strategy and Market Development (SHSMD) of the American Hospital Association based in Chicago, IL. Here she engages staff, volunteers, faculty, committees, and board members in providing thought leadership to health care strategists across the country whose specialties include planning, marketing, business development, communications, public relations and physician relations. Prior to SHSMD, Diane led knowledge management and health care quality improvement at Vizient (formerly known as University HealthSystem Consortium). Earlier at The Joint Commission Diane contributed to the initial establishment of national performance measures. Diane's early days in health care were spent in critical care nursing. She has written and spoken on topics pertaining to health care performance improvement, knowledge management, and the future role of the health care strategist.
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
Lynda Barrett has almost thirty years of experience in the health care industry. She joined the Strategic Planning Office of the Emory Healthcare / Woodruff Health Sciences Center of Emory University in 2008, but has worked in strategic planning for almost twenty-five years. Lynda leads the Strategic Planning Office and manages Strategic Plan development for Emory Healthcare and the Woodruff Health Sciences Center, along with the annual planning cycle activities for Emory Healthcare. Lynda received her M.B.A. from Washington University of St. Louis and B.S. in Finance from Florida State University.
Nilima Dalsania joined the Strategic Planning Office of the Emory Healthcare / Woodruff Health Sciences Center of Emory University in August 2016. She assists in various elements of the annual planning process including the capital allocation process, annual planning retreats, and other strategic planning initiatives. She has over 8 years of healthcare industry experience. Nilima graduated from The University of Minnesota with her M.H.A. and The University of North Carolina at Chapel Hill with a double major in Economics and Public Policy.
*Opinions, materials and statements presented at the SHSMSD Connections Bytes Virtual Event are not endorsed by, and do not necessarily represent the views of the association, including American Hospital Association, or its members.
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