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
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