Preconference workshops are an additional $50 and can be purchased during registration. They will be 90 minute interactive sessions, inclusive of exercises, small group work, and an opportunity to walk away immediately applying key take-aways.
OCTOBER 26 | Workshop 1 | 10:00-11:30AM CT
Imagining an Uncertain Future: Preparing for Health Care’s New Normal Through Scenario Planning
From telemedicine adoption of less than 1%, to delivering all or most primary care virtually in a matter of weeks, health care has undergone unprecedented change. COVID-19 has accelerated an important debate about our values, our rights, the definition of health, the role of clinicians, and the place of care. As we look ahead, we need to better understand what health care might look like in the new normal, and how we can imagine and prepare for critical uncertainties.
Leveraging work with technology and health care leaders to plan for the future in an uncertain world, this interactive virtual workshop will introduce the concept of scenario planning and guide participants to imagine health care’s new normal. Participants will view health through multiple perspectives, explore driving forces and critical uncertainties, and uncover opportunities to thrive in a range of challenging and surprising scenarios. This is an opportunity for constituents from across marketing, sales, service, care, operations and beyond to explore how potential scenarios and decisions might impact their shared purpose and inform their specific responses.
Participants will gain access to a scenario planning toolkit to help their organizations establish scenario planning as a lasting, flexible process—including templates, tips and tricks for virtual and in-person environments.
- Intro to Scenario Planning
- Understanding the Challenge
- Generating Health Care Scenarios
- Composing Health Care Plots
- Uncovering the Big Opportunities
- Understand importance of scenario planning in an uncertain world
- Understand the forces driving change in health: society, technology, economy, politics, environment
- Uncover opportunities to thrive in a range of challenging and surprising health care scenarios
- Provide practical framework and tools for conducting scenario planning as a lasting, flexible process
- Alicia Graham, Managing Director for Experience Transformation in Health and Public Service at Accenture, where she leads experience strategy, design and innovation consulting at leading health care organizations
- Holly Sullivan, Senior Director, Strategic Marketing, Spectrum Health
Preconference workshops are an additional $50 and can be purchased during registration.
Cutting Through the Complexity of Health Care Digital Presence: A Tactical Approach for Health Care Marketers
With technology rapidly evolving and health care consumers dividing their time across a plethora of digital channels today, the health care marketing landscape is becoming increasingly complex and competitive.
In addition to finding the most effective technology for building and maintaining their websites, health care marketers providers must also figure out how to properly manage their organic, off-site digital presence, their paid advertising across a growing number of digital platforms (which all come with their own sets of performance metrics and marketing nuances), and the ever-growing volume of data that must be used to prove marketing ROI. In addition to that, health care providers must do all this within a highly regulated industry.
The effort to balance it all can be extremely overwhelming for hospitals and other health care providers, especially for those that are operating with limited budgets and marketing personnel.
This is why it is critical for health care marketers to have a cohesive digital strategy that brings all the moving pieces together in just the right way. By being more methodical about the digital marketing channels and technologies in which they’re investing, providers can cut through the complexity of their Healthcare Digital Presence (HDP) and create campaigns and initiatives that produce better results faster, and with increased cost efficiency and transparency.
This session not only explains the concept and importance of HDP today, but it also breaks down its core structure so health care leaders and marketing executives can replicate this strategic approach within their own organizations. Session attendees will learn the four pillars of HDP, how those pillars work together interdependently, and the tactics and technologies that are needed to build up each pillar. Additionally, each attendee will learn how to assess the maturity level of their own digital strategy, as well what is needed to refine that strategy moving forward.
With this information, all who attend will be better equipped to improve their patient experiences while increasing their organizations’ competitive advantage within their local markets.
- Carol Koenecke-Grant, VP, Strategy and Marketing, Regional Medical Center
- Brian Q Davis, Executive VP, Scorpion Healthcare
Preconference workshops are an additional $50 and can be purchased during registration.
OCTOBER 27 | Keynote 1 | 10:00-10:45AM CT
Winning the Modern Health Care Consumer: Candid Insights and Clear Action Steps
Prior to COVID-19, modern health care consumers already viewed the hospital model as increasingly obsolete amidst burgeoning care choices. The ongoing pandemic has dramatically accelerated this trend, demonstrated by both ongoing consumer concern about returning to hospitals and skyrocketing virtual care growth.
Yet many hospital leaders are struggling to find clear strategic direction as a “new normal” takes shape. This session features new research illustrating the gulf between consumers and providers, insights on the potential long-term impacts of COVID-19, and proven strategies for how providers can close the gap:
- Redesign the delivery system. Reshape routine care for consumers seeking the right care at the right place and the right price.
- Optimize pricing. Pursue consumer-driven pricing to unlock brand value and build consumer loyalty.
- Organize for permanent change. Implement fundamental, innovative change.
- Measure what matters. Rethink how success is measured, analyzed, and reported.
- Paul Crnkovich, Managing Director, Kaufman, Hall & Associates, LLC
- Dan Clarin, CFA, Senior Vice President, Kaufman, Hall & Associates, LLC
OCTOBER 28 | Keynote 2 | 10:00-10:45AM CT
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
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, Priya Bathija, JD, VP of The Value Initiative at the AHA, and Catherine Carle, Enterprise Principal Strategist at BCBS Minnesota
OCTOBER 27 | All Attendee Networking Event | 12:00-12:45PM CT
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, Rush University Medical Center
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, Mayo Clinic
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 of Experience at Piedmont Healthcare
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 of Marketing at Ochsner Health System and Chelsea Lockhart, Marketing Supervisor at Ochsner Health System
Health Equity in Our Strategic Plans: Bringing Health Disparities to the Forefront
Description coming soon!
OCTOBER 28 | Partner Solutions | 12:00-12:45PM CT
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, UNC REX Health Care
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