Eighteenth National Summit
Healthcare Marketing
Strategies
focus on:
Strategic Marketing
Customer Communication &
Engagement
Physician Strategies
Patient Experience
Interactive Strategies & New Media
May 5 – 7, 2013
Westin Kierland
Scottsdale, AZ
with special support from:
The Changing Role of the Marketing Strategist
Vision . . . Value . . . Viability
Healthcare marketers have responded well to increasingly strategic demands
in recent years. Now, they have an opportunity to guide their organizations
in responding to new competitive, economic, and reform-related challenges,
including:
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Managing the transition from volume to value
Delivering exceptional patient experiences
Building and maintaining a strong, differentiated brand
Solidifying and leveraging physician relationships
Engaging patients in wellness and healthy behaviors
Increasing customer engagement, responsiveness, and loyalty
Innovating for long-term success
The National Healthcare Marketing Strategies Summit is an opportunity for
healthcare marketing, planning, and strategy executives to share “best practices”
and network with colleagues.
Dear Colleague:
With the Affordable Care Act entrenched, and implementation underway, healthcare
is in transition. As marketers, we are looking ahead to a value-based world while
continuing to address the growth demands of a volume-based world. We are also
examining what it will take to master the transition, and what new skills and tools
will be needed to do so.
For instance, how do we move from transaction-based models to a focus on
population health? How can we help improve outcomes, reduce costs, and drive
healthy behaviors? How do we prepare for health insurance exchanges? How can we
communicate the benefits of new models of care to consumers, and ensure that we
are not just the hospital of choice, but the network of choice? And what is the role of
health informatics, data, and analytics in accomplishing new marketing objectives?
At the Eighteenth National Healthcare Marketing Strategies Summit, you’ll hear
strategies and tactics for addressing these issues and more. Thought-provoking
keynote speakers, hands-on workshops, and case study sessions featuring leading
healthcare organizations make this an exceptional educational experience.
On behalf of the Forum for Healthcare Strategists, we extend a very special
invitation to you to attend the Summit. Join your colleagues to solve today’s most
important healthcare marketing issues.
Conference Co-Chairs
Chris Boyer
AVP, Digital Strategy
Northshore/LIJ Health System
2
Jeff Cowart
Senior Vice President,
Growth and Sales
Baptist Health System
Suzanne H. Sawyer
Chief Marketing Officer
Penn Medicine
Eighteenth National Summit
Healthcare Marketing
Strategies
Examine the
Winning Strategies
Actual case studies from leading healthcare
organizations will allow attendees to:
• Define the evolving role of healthcare
marketing, and how it will change with
the implementation of healthcare reform
• Examine new strategies for bringing value
to your organization
• Examine new concepts for understanding,
engaging, and “activating” the customer
• Identify innovative approaches for
advancing digital strategy
• Define the steps needed to assess,
strengthen, and track your organization’s
consumer and physician marketing strategies
• Identify innovative approaches to
improving the patient experience
Who Should Attend
The Eighteenth National Healthcare
Marketing Strategies Summit is designed
for the following executives from hospitals,
academic medical centers, healthcare
systems, and medical group practices:
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Chief Marketing Officers
Chief Strategy Officers/Senior Strategists
Marketing Communication Executives
Web and Social Media Strategists
Physician Relations Directors
Public Relations Directors
Network and Business Development
Executives
Advertising Executives
Sales Executives
CRM Directors
Consultants
Sunday, May 5, 2013
Pre-Summit Strategy Session I Pre-Summit Strategy Session II Pre-Summit Strategy Session III
9:00a–12:00p
Developing Effective Marketing Plans: What
Matters Now
Successful marketing starts with a solid marketing
plan, one that is grounded in an understanding
of today’s most important issues and the
organization’s own strategic objectives. Join your
colleagues and examine the issues that will shape
marketing strategy in the next few years, including:
employed physician growth, patient out-migration
and leakage, customer satisfaction, population
health management, and preparing for valuedriven healthcare. Hear how these issues will drive
the planning process. Learn the best metrics for
measuring results, including ROI.
Tammy Veach
Executive Director, Marketing
Loma Linda University Health (Loma Linda, CA)
David Marlowe, Principal
Strategic Marketing Concepts
9:00a–12:00p
Content Marketing: A Primer for Healthcare
Marketers
Digital communications have changed the rules
for marketing. Instead of sales-focused tactics,
marketers must focus on delivering relevant and
valuable content to defined customer groups, in
the right place at the right time. Learn how content
marketing differs from traditional marketing and
how to measure the effectiveness of content.
Take home tools to develop a content marketing
strategy that will attract and retain the right
patients for your hospital.
9:00a–12:00p
Maximizing Marketing Messages with
Physicians
Without a doubt, physicians are a key audience
for today’s marketers. But what’s the best way
to connect with physicians and align physician
initiatives within marketing? Attend this
interactive session and examine proven strategies
and tactical tools for boosting physician marketing
success. Hear new insights on what doctors want
from communications. Learn how to develop
communication tools that work, practice marketing
plans, and winning advertising campaigns.
Edward Bennett, Director, Web & Communications
Technology
University of Maryland Medical Center (Baltimore, MD)
Jeff Cowart, Senior Vice President, Growth and Sales
Baptist Health System (San Antonio, TX)
Scott Linabarger, Director, Digital Marketing
Cleveland Clinic (Cleveland, OH)
Shel Holtz, ABC, Principal
Holtz Communication + Technology
Donell Martinez, Director, Marketing Communications
Catholic Health Initiatives (Englewood, CO)
Kriss Barlow, RN, Principal
Barlow/McCarthy Midwest LLC
Separate conference registration fees apply to the Pre-Summit Strategy Sessions. Please check the Registration Form for details.
1:00p
Conference Commences
Strategic Marketing
Customer Communication & Engagement
Interactive Strategies & New Media
Marketing Executives: Transitioning from
Volume to Value
With the ACA now entrenched, marketers need
to be in major transition — looking ahead to a
value-based world, with an emphasis on population
health, while continuing to address the growth
demands of a transaction/volume based world.
Examine how successful organizations are shifting
their strategic and marketing focus from:
• provider to consumer-centered
• volume to results-oriented
• transaction to health promotion-based
• intervention to assumption of risk
• rewarding specialty intervention to rewarding
optimization of health status
Explore new competencies needed for success,
including behavioral modification, health
informatics, analytics, and more. Learn how
to assess your own marketing operations and
establish a road map for change.
Internal Branding: From Team-Building to
Business-Building
As health systems take on new physician practices,
hospitals, and other entities, the pressure is on
to keep patients in the system. Hear how internal
communications are transforming to align
employee actions with business goals. Learn to
create internal communications that are more
transparent and direct in educating employees
about strategic initiatives and how and where to
refer patients.
You Can Make an App for That (But Should You?)
Seems like there’s an app for everything, but
should your hospital have one? And how do you
build one? Beyond being a cool idea, Southcoast
Hospitals knew its iPhone app had to fill a real
patient or community need. Take the thrill ride
of app development — from the pros and cons of
in-house development to marketing, promotion,
and customer support. Hear why MyHealth was
a big hit for Southcoast.
Sponsored by eVariant
Paul A. Szablowski, Vice President, Marketing,
Communications & Public Relations
Dignity Health Arizona (Chandler, AZ)
Rob Rosenberg, President
Springboard Brand & Creative Strategy
Christine Holt, Vice President, Marketing & Public
Affairs – Chief Experience Officer
Holy Redeemer Health System (Meadowbrook, PA)
The Critical Value of Brand in a Changing Industry
The healthcare landscape is shifting dramatically,
and organizations are changing in ways that have
significant implications for their brands. Evolving
missions, consolidation, new ventures — all pose
opportunities and challenges for how organizations
build and manage their brands. Hear how systems
facing different, but common, situations are
approaching the question of brand. Examine the
challenges faced, the decision-making processes
used, and how they are moving forward.
Karen Corrigan, Founder & CEO
Corrigan Partners
Susan Solomon, VP, Marketing and Communications
St. Joseph Health System (Orange, CA)
David A. Feinberg, Vice President, Chief Marketing
Officer
NewYork-Presbyterian Hospital (New York, NY)
Jean Hitchcock, Vice President, Public Affairs & Marketing
MedStar Health (Columbia, MD)
4:00–5:15p
Chris Bevolo, Principal, Interval
General Session
Sponsored by eVariant
Sponsored by Greystone.Net
Jim Rattray
Vice President of Marketing & Public Affairs
Southcoast Health System (New Bedford, MA)
Justin Brodeur
CEO
pidalia
Social Media Marketing Done Right
Launching a Facebook Page or YouTube Channel is
NOT social media marketing. Meeting the demands
of today’s consumer requires a heavily integrated
and technology-driven social agenda. Learn how to
craft a detailed social media marketing plan that
drives real world influence and outcomes as part of
a multi-channel marketing effort. Examine Penn
Medicine’s use of social media with CRM.
Tanya Andreadis, Director, Interactive Marketing
& Web Strategy
Penn Medicine (Philadelphia, PA)
Gary Druckenmiller, Jr., Vice President, Strategic Services
eVariant
Using Technology to Enhance the Doctor/Patient Relationship: The Marketer’s Role
More and more, patients are online seeking health information, and only coming to doctors as a
last resort. They expect frequent and accessible communication from their healthcare providers,
communication that, when done right, can improve patient care and drive healthy behaviors. Join
Wendy Sue Swanson, MD, a practicing pediatrician and author of the popular Seattle Mama Doc
blog, for a look at the future of medicine: a world where physicians connect with patients online to
build deeper relationships than ever before possible. Learn how the roles of patients and physicians
will change, the role technology will play, and how healthcare marketers can be integral to success.
5:15– 6:45p
2:30–3:45p
1:00–2:15p
Sponsored by MEDSEEK
Opening
Reception
in the Exhibit Hall
Sponsored by
Neathawk
Dubuque & Packett
Wendy Sue Swanson, MD, MBE, FAAP, Pediatrician, Author, and Blogger
3
Monday, May 6, 2013
7:00–7:50a Technology Forecast Breakfast Briefing
8:00–9:15a
General
Session
9:45–11:00a
11:15a–12:30p
Living By Numbers: Engaging
Consumers for Better Health
Advances in information technology
and increased consumerism in
healthcare are coming together
in a big way — and empowering
consumers and healthcare providers
alike with better tools to manage
patients’ health. Mobile applications,
gadgets for tracking personal
health data and behaviors, social
media, online communities...all of
these tools give consumers access
to data, analytics, and feedback to
help them change their behaviors,
monitor conditions, and lead healthier
lives. Thomas Goetz will explore
the potential technology offers for
healthcare organizations as they
take on increased responsibility for
managing population health and
reducing readmissions. Examine
the marketer’s role in facilitating
the use of data, analytics, and new
technologies to engage consumers in
health and healthy behaviors.
Thomas Goetz
Former Executive Editor, Wired Magazine
Author of The Decision Tree
Health Insurance Exchanges: Implications for
Marketers
As healthcare reform is implemented, a large
percentage of the population is expected to
enter health insurance exchanges (HIEs). Learn
how the trend will alter the entire dynamic of
the healthcare purchase equation as consumers
once insured by employers take on accountability
for accessing care, paying for it, and more.
Examine the implications, including the increasing
importance of market position and an elevated role
for marketers.
Accountability in Marketing: Developing a Culture
of Measurement, Optimization, and Impact
Predictive analytics, reporting, and campaign
optimization have helped Penn Medicine
significantly increase ROI and transform their
marketing performance. Learn how to implement
a data-driven and reporting-based infrastructure
and culture. See how analytics can help you
make more strategic decisions, implement more
effective campaigns, and extract maximum value
from market/customer segmentation and patient
lifetime value analysis.
Preston Gee
Senior Vice President, Strategic Planning and Marketing
Trinity Health (Novi, MI)
Suzanne H. Sawyer, Chief Marketing Officer
Penn Medicine (Philadelphia, PA)
Making Wellness a Strategic Imperative
From general fitness to chronic health management,
healthcare providers are scrambling to fill new
market needs while positioning for a changing
landscape. Hear from organizations that are making
wellness the cornerstone of long-term business
strategy, and winning accolades in the process.
Susan M. Alcorn, Chief Communications Officer
Geisinger Health System (Danville, PA)
Three-Dimensional Marketing
The goal of any hospital or health system
marketing campaign is to differentiate services and
shift patient preference and volume. Learn how
Hartford Hospital set itself apart through strategic
branding and full collaboration with its medical
staff that added tremendous depth and internal
buy-in to its campaign. Hear both the marketing
view and the medical staff view.
Carol Norris-Smith, VP, Marketing & Public Affairs
Princeton HealthCare System (Plainsboro, NJ)
James Blazar, SVP & Chief Strategy Officer
Hartford Healthcare (Hartford, CT)
Tony Yang, Assistant VP, Public Affairs
Loma Linda University Health (Loma Linda, CA)
Barry Stein, MD, FSIR, FACR
Vice Chair, Department of Radiology
Division of Vascular & Interventional Radiology
Hartford Hospital (Hartford, CT)
6:30a–5:00p Registration
Technology Forecast
Breakfast Briefing
Daniel Fell (Facilitator), President
Neathawk Dubuque & Packett
General Session
9:15–9:45a
Break in the
Exhibit Hall 9:45–11:00a Concurrent Sessions
Behavioral Marketing: Using Our Skills to
Improve Health
Marketing’s traditional role is changing. Rather
than bringing people in to facilities and providers,
with accountable care, the focus will be on helping
a defined population stay well and use services
appropriately. Learn how to apply the principles
of behavioral marketing to influence health
behaviors. Learn how to construct and successfully
execute a behavioral marketing campaign.
Wayne Clark, VP, Community Relations & Marketing
Legacy Health (Portland, OR)
3:45-5:15p
Break
11:15a–12:30p Concurrent Sessions
Jeff McDonald, SVP, Product and Innovation, eVariant
Taking a Page from Retail’s Book to Create
Raging Fans
What do Apple, Four Seasons Resorts, and a
hospital system in Albuquerque have in common?
They understand their customers and create
a more valuable experience for them, not as a
group, but individually. Customer loyalty is more
important to healthcare organizations than
ever before. Learn how Ardent Health Services
improved loyalty and satisfaction scores by double
digits in just six weeks by implementing strategies
from top companies outside of healthcare.
Kim Laramy, Healthcare Strategist
Ethos Marketing & Design
Kevin Gwin
Vice President, Communications
Ardent Health Services (Nashville, TN)
Marketing the System vs. Hospitals
With mergers and consolidations come new
challenges. How do you meet individual volume,
market share, and revenue goals while managing
a very tight budget? What’s more cost effective:
promoting the system, with one integrated look, or
letting each hospital do its own thing? Let’s talk!
Marketing ACOs and Medical Homes: Let’s Talk
As more hospitals form ACOs and Medical Homes,
marketers face new responsibilities. How do you
build necessary physician partnerships? How do you
facilitate the implementation of technology, systems,
and processes? And how do you communicate the
benefits to consumers and drive choice to your
network? Hear lessons from early movers.
12:30–1:15p
Networking Luncheon
1:15–2:00p
Dessert in the
Exhibit Hall
2:00–3:15p
Concurrent Sessions
3:15–3:45p
Break in the Exhibit Hall
3:45–5:15p
Concurrent Sessions
Chrisie Scott, VP, Marketing & Corporate Communications
Meridian Health (Neptune, NJ)
Paul A. Szablowski, Vice President, Marketing,
Communications & Public Relations
Dignity Health Arizona (Chandler, AZ)
5:15–6:30p
Reception in the
Exhibit Hall
Larry Margolis (Facilitator), Managing Partner
SPM Marketing & Communications
Kenya Gibson (Facilitator), Director, Client Services
Franklin Street Marketing
Alison Brown, Senior Vice President
University of Maryland Medical Center (Baltimore, MD)
Terri McNorton, AVP, Marketing
Ochsner Health System (New Orleans, LA)
5:15–6:30p Reception in the Exhibit Hall
4
Sponsored by eVariant
12:30–1:15p Networking Luncheon
2:00–3:15p
Schedule
At a Glance
11:00–11:15a
Customer Communication & Engagement
Sponsored by MEDSEEK
Sponsored by
eVariant
7:00–7:50a
8:00–9:15a
Strategic Marketing
Jeff Cowart, Senior Vice President, Growth and Sales
Baptist Health System (San Antonio, TX)
Monday, May 6, 2013
7:00–7:50a Technology Forecast Breakfast Briefing
Physician Strategies
Patient Experience
Interactive Strategies & New Media
Physician Marketing: It Takes a StrategicallyFocused Village
With goals to expand its employed physician group
from 750 to 1500+ by 2016, Banner Health needed a
physician marketing plan that was measurable and
could be scaled and replicated across multiple
markets — ranging from large metropolitan to
small rural communities in six states. Examine the
process and plan, including steps to achieve buy-in
from stakeholders. Learn measurable goals for
primary care practice marketing and tactics for
driving new patient acquisition to targeted practices.
How Marketing and Communications Enhance
Patient Experience
At Cleveland Clinic, Marketing & Communications
partners with the Office of Patient Experience,
Human Resources, and Operations to create a
unique caregiver experience and an engaged
workforce. Learn about programs and tools that
support training and education of all caregivers,
including physicians, with specific support
for service behaviors. Hear how marketing
communicates a message of “access” to the
community and how digital and social media are
used to share the caregiver experience.
Insights that Matter in a Multi-Screen World
We no longer live in a single-screen world.
Providers and consumers alike are researching
and sharing healthcare information often and on
multiple devices, including computers at home
and at the office, and smart phones and tablets
throughout the day. Hear findings from Google’s
latest research on how digital informs healthcare
decisions. Learn how to reach across screens to
connect with providers and consumers; make
better decisions; and go bigger, faster with mobile,
video, search, and other digital tools.
Sponsored by MarketWare Systems
Janet Bor, M.Ed.
Director, Brand Services
Banner Health (Phoenix, AZ)
Sponsored by Coffey Communications, Inc.
Paul G. Matsen, Chief Marketing & Communications Officer
Cleveland Clinic (Cleveland, OH)
Engaging, Aligning, and Integrating Physicians
to Create a Patient-Focused Culture
Today, healthcare leaders must work closely with
physicians to create and sustain a patient-centered
culture with the highest quality clinical outcomes.
Learn how to empower physicians to improve
care and drive top box HCAHPS scores. Explore
techniques for fostering patient-centered care,
including role modeling of effective patientcentered behaviors, development of patientcentered communication skills, and rounding.
Cultivating A Culture of Caring
By aligning efforts between care, coordination,
and communication, M.D. Anderson marketers
play a key transformational leadership role —
among many collaborators — in the patient
experience. Examine their approach to understanding
patient needs and translating them into a culture
that cares. Hear practical advice for deploying
a similar approach in your organization,
including best practices from a recent national
benchmarking study.
Beverly Begovich, Practice Leader
Baptist Leadership Group (Pensacola, FL)
Cara Zorzi, Associate Director, Marketing
M.D. Anderson Cancer Center (Houston, TX)
Robert Harriman, PhD, Administrator
Gulf Breeze Hospital (Gulf Breeze, FL)
John McKeever, Executive Vice President
Gelb, an Endeavor Management Company
Sponsored by Greystone.Net
Brian Cusack
Head of Industry, Healthcare Services
Google
Leveraging Word of Mouse Through an Online
Patient Community
Today, healthcare organizations are all jockeying
for position in the minds of consumers and
patients. Dean Clinic launched an online patient
panel called Dean Listens. Today, the Clinic has
just-in-time access to over 1,300 patients — and the
number is growing. Discover this cost effective and
timely way to get quantitative feedback. Examine
how to turn it into engagement.
Mark Rothwell
Vice President, Marketing & Communications
Dean Clinic (Madison, WI)
12:30–1:15p Networking Luncheon
Uniting Multiple Physician Practice Groups
Under One Bigger, Better Brand
Getting consensus about marketing strategy from
multiple physicians with their own “brands” and
practices can be difficult. Examine the process used
by the many multi-specialty practices affiliated
with a New England regional hospital to unite and
align all physicians under a new brand — one the
physicians helped create. Hear how physician
involvement increased buy-in, collaboration,
service integration, referrals, and morale.
Creating a Compelling Patient Experience
A new system-wide experience plan helped
Indiana University Health become the leading
healthcare provider in the state. Examine key
features, including new patient interaction models,
system-wide admissions packets, journals for
patients and caregivers, online scheduling and
navigation tools, and programs for physician
engagement and employee involvement. Hear how
the plan improved patient satisfaction, physician
engagement, and referrals.
Embracing Mobile Changes: A Case Study
Morgan Stanley predicts smartphone Internet use
will overtake personal computers in 2014. This
isn’t just interesting, its game changing. Altru
Health System has embraced mobile as part of its
digital strategy. Examine the shifts in the mobile
landscape and learn how to build a website that is
responsive to evolving mobile devices.
William Brandon, MD, MPH, MHA, Chief Medical Officer
Wentworth-Douglass Hospital (Dover, NH)
Ron Stiver, SVP, Engagement & Ambulatory Operations
Indiana University Health (Indianapolis, IN)
Sean Tracey, Creative Strategist/Director
Sean Tracey Associates
Michael Petromilli, Partner
Prophet Brand Strategy
Ben Dillon
Vice President/eHealth Evangelist
Geonetric, Inc.
Physicians and Web Engagement: Solving the Puzzle
How do you make a strong web presence a
medical staff priority? By taking physicians and
web conversions down a parallel path, you can
achieve positive results and show a definitive ROI.
Examine how to document web ROI, and show
physicians how a strong web presence can drive
appointments and referrals.
Improve Community Health AND Grow Revenue
By encouraging use of online health assessments,
marketers can proactively engage consumers in
their health and generate incremental volume.
Learn how two health systems use online
assessments to capture at-risk patients so that
they seek help sooner, ultimately leading to lower
costs and improving the health of the community.
Lynn Eastep, Director of Interactive Marketing and Web
Development
University Hospitals (Shaker Heights, OH)
Pamela Maas, Chief Business Development &
Marketing Officer
Gundersen Lutheran Health System (La Crosse, WI)
Cecelia Thomas, Communications Web Manager
Georgia Regents University (Augusta, GA)
Stacy Mowery, Director, Brand Services
Banner Health (Phoenix, AZ)
Tom Brand, Executive Director
AVID Design, Inc.
Joel Cessna, Vice President of Sales
Medicom Health Interactive
Jennifer Neis
Website Coordinator, Corporate Development
Altru Health System (Grand Forks, ND)
Social Media ROI: Mastering the Metrics
Measuring ROI for social media is an ongoing
challenge for marketers. How do you go beyond
“likes” and “views” and prove that your efforts
on Twitter, Facebook, and YouTube are bringing
in volume? Examine practical approaches for
measuring the impact of social media efforts,
whether you use data from your integrated data
system or CRM system, or simply create your own
Excel spreadsheet. Learn how to incorporate the
metrics into a scorecard for C-suite executives.
Chris Boyer
AVP, Digital Strategy
Northshore/LIJ Health System (Great Neck, NY)
5:15–6:30p Reception in the Exhibit Hall
5
Tuesday, May 7, 2013
8:00–9:15a
Customer Communication & Engagement
Marketing Healthcare Services to Employers
Examine concrete strategies and innovative tactics
for marketing a variety of services, including
occupational health, urgent care, wellness services,
women’s health, and rehabilitation services,
directly to employers. Explore uses of social
media, educational forums, and other modern
technologies to communicate with employers.
Learn how to consolidate marketing across
multiple service lines. Hear lessons for branding,
product line integration, and messaging.
Positioning for Population Health Management
How will the ACA, and its emphasis on population
health management, impact positioning
strategy? With tertiary care expenses targeted
for substantial reduction, does a position as
a tertiary leader make sense? Are providers
positioned to be credible and valuable partners
for wellness coaching and behavioral change? Will
new competitors step between patients and their
caregivers? Hear results from national research
on these questions and more. Examine the
implications and how to respond.
Frank H. Leone
President and CEO
RYAN Associates
11:00a–12:15p
Branding: It’s Not Just What You Do,
But How You Do It
One of the most important yet
least understood assets for any
organization is its brand. And, as
healthcare organizations contend
with challenges related to the
implementation of healthcare reform,
the development of a strong, trusted
brand is more important than ever.
Join Scott Bedbury for an examination
of branding best practices. Scott
helped take two of the world’s iconic
brands, Nike and Starbucks, to
global leadership positions — and
he understands the unique concerns
of healthcare brands as well, having
worked with Kaiser Permanente and
Dignity Health. Scott will share the
keys to transcending the tangible
aspects of a product or service and
building deeper and more enduring
connections with customers. Learn
why it’s not just what you do, but also
how you do it.
9:30–10:45a
Sponsored by MEDSEEK
General
Session
Andrea J. Simon, PhD
President
Simon Associates Management Consultants
Schedule
At a Glance
8:00–9:15a
General Session
9:15–9:30a
Break
9:30–10:45a Concurrent Sessions
10:45–11:00a Break
11:00a–12:15p Concurrent Sessions
12:30–2:30p Special Workshop
Sessions
Conference Adjourns
Joel English
Managing Director
BVK
Engaging Skeptical Consumers: Lessons from
Domino’s, Hyundai, and BP
Not every hospital or health system is loved by its
community. Some face tremendous skepticism.
Learn from two seasoned healthcare marketers
about strategies and tactics for overcoming years
of negative stories and lingering doubts. Examine
case studies from outside the industry, as well as
the brand journey of Salem Health.
Anne Theis
Vice President/Chief Marketing Officer
Salem Health (Salem, OR)
Jerry Hobbs
Executive Vice President/Managing Director
Prairie Dog | TCG
Advance sign-up for workshop sessions is required, although there is no extra charge.
Please see Registration Form.
12:30–2:30p
Continental Breakfast
Sponsored by eVariant
Special Workshop Sessions
7:30a–2:30p Registration
7:30–8:00a
Men’s Health: The Perfect “Blue Ocean Strategy”
Strategically, most hospitals ignore men. But men
have unmet needs, are non-users of the healthcare
system, and can offer new revenue streams.
Learn why men’s health is a Blue Ocean Strategic
opportunity that can help hospitals create demand
and open new markets. Hear how INTEGRIS
Health is addressing men’s health needs in new,
culturally appropriate ways that benefit men, their
physicians, and hospitals.
Steve Petty, BA, MA
Corporate Director of Community Wellness & Diversity
INTEGRIS Health (Oklahoma City, OK)
Scott Bedbury
Founder and CEO, Brandstream
Former Marketing Executive for Starbucks
and Nike
Author of A New Brand World
2:30p
Strategic Marketing
Make Room for Video in Your Engagement Strategy
Today, video content is expected and in demand. Online video is unique in its
power to convey your physicians’ expertise while allowing patients and referrers
to meet them online. View successful hospital videos and learn how to:
• produce effective physician videos, including when to do it yourself and
when to hire a production company
• interview physicians on camera in a way that makes them comfortable and
humanizes them
• use video to market specialists to referring physicians and consumers, and to
create opportunities for consumer, community, and employee engagement
• repurpose video across marketing platforms
Brooke Tyson Hynes
Vice President, Public Affairs & Communications, Tufts Medical Center (Boston, MA)
Mark Shelley
Director, Marketing & Advertising, Lexington Medical Center (West Columbia, SC)
Dan Dunlop
Principal, Jennings Health
Visit the Forum at www.healthcarestrategy.com to register online.
6
Tuesday, May 7, 2013
Physician Strategies
Patient Experience
Interactive Strategies & New Media
Drive Referrals: Strategy + Relationships +
Marketing = Success
Robust referral relationships are essential to a
health system’s success. Examine Henry Ford
Health System’s effective referring physician
strategies, including the research necessary
to support the development of the referring
physicians office, internal and external
challenges encountered, and how marketing
through emerging technology has enhanced
communication. Learn how marketing can be the
bridge to building successful referral relationships.
Your Healthcare Organization Is Only As Good
As Its Promise
By delivering one-of-a-kind experiences, a
healthcare organization can enhance its image,
perception, and success. Learn how Island Hospital
transformed patient experience while building a
genuine brand that always lives up to the promise
of exceptional service. Hear from the hospital CEO
about the strategy and implementation, including
the tools that really made a difference and the
secrets to achieving success.
Transforming Your Hospital’s Digital Marketing
Strategy
We’ve all experimented with the various tools,
channels, and content options that digital
marketing offers. But knowing how to translate
them into a coherent strategy can be difficult.
Where do you start? And what options make the
most sense for expanding your digital efforts?
Join two leading thinkers in healthcare digital
marketing for a tutorial on effective digital
marketing. Learn how to:
• build and leverage a digital marketing strategy
• pick up quick wins
• incorporate digital measurement across all
communication
• benchmark your digital efforts vs. the industry
• avoid common pitfalls
Take home the information and ideas you need to
create a comprehensive digital plan that will drive
growth and brand awareness for your organization.
Sponsored by MarketWare Systems
Ara Telbelian, Director, Marketing and System Promotions
Henry Ford Health System (Detroit, MI)
Kari Shimmel, Executive Vice President, Creative Director
DBA Healthcare
Freestanding Emergency Departments: Is There
One in Your Future?
Shortages of primary care physicians in many
communities, along with payment, economic,
and demographic trends, have led healthcare
providers to rethink traditional delivery models
for ambulatory care. The Freestanding Emergency
Department (FED) is one approach that is seeing
dramatic growth. Hear why, and identify factors for
determining whether the model is right for your
organization. Examine critical success factors for
developing and operating an FED.
Bill Garden
Vice President – New Ventures
Emergency Service Partners (Austin, TX)
Howard Gershon
Principal
New Heights Group, LLC
Sponsored by Coffey Communications, Inc.
Vince Oliver, Chief Executive Officer
Island Hospital (Anacortes, WA)
Duane Knapp, President
BrandStrategy, Inc.
Patient Experience Redesigned to Deliver Value
The accessibility of Big Data is changing
healthcare. Population health analytics allow
healthcare executives and practitioners to
gain unprecedented views into their patient
populations, and use those views to reengineer
experience and increase value. Examine
applications and limitations of population health
analytics for patient outreach and customer
engagement. Hear how Presence Health is using
clinical analytics to engage and retain patients.
Sponsored by Greystone.Net
Chris Boyer
AVP, Digital Strategy
Northshore/LIJ Health System (Great Neck, NY)
Chris Bevolo
President
Interval
Richard H. Ferrans, MD, System VP, Chief Medical
Officer, Clinical Integration & Accountable Care
Presence Health (Des Plaines, IL)
A.G. Breitenstein, VP and General Manager
Humedica
Bob Harrington, Director
Cambridge Management Group
Special Workshop Sessions
Advance sign-up for workshop sessions is required, although there is no extra charge.
Please see Registration Form.
Guruism, Age-spiration, and DIY Health: What the Latest Non-Health
Consumer Trends Hold for Healthcare Brand Innovations Trend-spotters have identified consumer behavior patterns that will
transform the healthcare landscape. How will your health system address
emerging consumer behaviors, including:
• Mobilizing
• Do-It-Yourself Health
• Shifting Guruism
• Age-spiration
• Godiva Patients
We’ll review how these five trends look to impact healthcare marketing in
2013 and beyond. Walk away with 10 ways to improve brand value, spend,
and ROI in your marketing.
Social Media Activation: How to Get Your Doctors Engaged
Physicians have legitimate concerns about social media participation, but
without adding their voice to the conversation, healthcare content on the
social web loses credibility. Attend this interactive workshop and learn what
it takes to get physicians involved in a social media program, including:
• what keeps doctors away from social media
• how to address their concerns
• how to leverage their limited time to develop valuable, ongoing content.
Take home ideas for getting physicians to contribute valuable “Doc content”
that will make your organization a thought leader.
Dean Berg
Digital Strategist, Anicca Media, LLC
Linda MacCracken
Vice President, Truven Healthcare
Russell Faust, PhD, MD
Chief, Pediatric ENT, St. John/Providence Health System, Ascension Health Michigan
Chief Medical Officer, Anicca Media, LLC
Stephen Moegling
Executive Vice President, Account Planning, Franklin Street Marketing
Patricia Redsicker
Content Marketing Strategist, Founder, Word View Editing
Listen and Learn
Concerned about missing out on sessions you can’t attend? Can’t make the conference this
year? Don’t worry...you can still benefit by ordering the Summit Audio Recordings, which will
provide you with post-conference access to session audio recordings, synced with handouts.
For only $110 for Summit attendees and $395 for non-attendees, you won’t want to miss this
valuable resource. Order today on the Registration Form, or by calling 312-440-9080, ext. 23.
7
Summit Highlights
Using Technology to Enhance the Doctor/Patient
Relationship: The Marketer’s Role
Sponsored by eVariant
Sunday, May 5
4:00–5:15p
Wendy Sue Swanson, MD, MBE, FAAP
Pediatrician, Author, and Blogger
Dr. Wendy Sue Swanson is a blogging and tweeting pediatrician and a
firm believer in the power of social media. She began blogging for Seattle
Children’s Hospital in 2009 and has built a loyal and diverse following
of parents and medical professionals as author of Seattle Mama Doc.
As one of the first pediatricians to blog for a leading children’s hospital,
Dr. Swanson has gained first-hand experience on how to leverage social
media platforms to provide relevant, practical, and timely guidance to
patients and consumers. Join her for a compelling look at the future of
medicine: a world where physicians connect with patients online to build
deeper relationships than ever before possible.
Technology Forecast Breakfast Briefing
Monday, May 6
7:00–7:50a
Kick off the day with a look at some exciting new technologies that will
change the way you do your job! Advances in technology, computing
power, and connectivity are driving a variety of innovations with the
potential to radically alter the way healthcare is delivered, managed,
and coordinated. Join us for this breakfast briefing and hear from a panel
of innovators about some of the latest developments. It’s a chance to
explore new products that can help you:
• Better connect with patients and consumers
• Strengthen hospital-to-physician and physician-to-physician
connections
• Encourage lifestyle changes and healthy behaviors
And more!
Summit Exhibit Hall
Living By Numbers: Engaging Consumers for
Better Health
Don’t miss this opportunity to check out the latest and best
marketing technologies and services! The Exhibit Hall features:
Sponsored by eVariant
• H
ands-on demonstrations hosted by the nation’s leading
marketing and technology service firms
Monday, May 6
8:00–9:15a
Thomas Goetz
Former Executive Editor, Wired Magazine
Author of The Decision Tree: Taking Control of Your
Health in the New Era of Personalized Medicine
A leading expert on the confluence of medicine, health, and technology,
Thomas Goetz is here to help us explore the potential technology offers
for healthcare organizations as they seek to help people lead healthier
lives. As Executive Editor of Wired, Thomas received numerous awards for
his work, and his 2010 book, The Decision Tree, is still earning rave reviews.
Former FDA Commissioner Dr. David Kessler called the book “a game
changer,” and Dr. Dean Ornish says that Goetz “writes more clearly and
presciently about the future of healthcare than anyone on the planet.”
Thomas’s second book, The Remedy, is due out in Fall 2013.
Branding: It’s Not Just What You Do, But How You Do It
Tuesday, May 7
8:00–9:15a
Scott Bedbury
Founder and CEO, Brandstream
Former Marketing Executive for Starbucks and Nike
Author of A New Brand World: 8 Principles for
Achieving Brand Leadership in the 21st Century
Start your day right! Scott Bedbury will share the keys to nurturing
your brand to build deeper, more enduring emotional connections with
customers. One of the world’s leading brand architects, Scott has honed
and proven his methods for building truly successful brands as the
marketing executive responsible for two of the most successful branding
strategies in business history: Nike’s “Just do it!” campaign and Starbucks’
reinvention of the coffee category. Since leaving the corporate side, he
has served as a strategic advisor to dozens of Fortune 500 brands and
startups. His healthcare experience includes work with Kaiser Permanente
and Dignity Health. Scott has spoken in more than 20 countries on brand
positioning, marketing innovation, and more.
8
• K
nowledgeable experts to answer your questions and help you
demystify and distinguish so that you can make informed
decisions
• F ood, drink, prizes, and more!!
Summit Sponsor
The Forum for Healthcare Strategists was established by a
distinguished group of senior healthcare strategists seeking an
opportunity to collectively examine current and future strategies
for the delivery of healthcare. The Forum provides networks
of communication and support, as well as opportunities for
professional development, with the ultimate purpose of inspiring
new, more effective models of care. Call 312-440-9080 or visit
www.healthcarestrategy.com.
Join the Forum!
Join the Forum for Healthcare Strategists and benefit from:
• E
xclusive networking opportunities available only through
the Members Only Section of the Forum Website
• Discounts on three annual conferences
• Discounted and complimentary Webinars
• H
ealthcare Strategy Alert, the Forum’s acclaimed newsletter
focusing on today’s important strategic issues.
For more information, visit www.healthcarestrategy.com.
Co-Sponsors
platinum sponsor
Get to know patients, providers and your market in a whole new way. eVariant captures and integrates
healthcare business data onto one platform. Our solution allows healthcare organizations to identify market
opportunities, measure marketing campaigns against reportable ROI and improve patient and physician
engagement. For more information, visit www.evariant.com.
Barlow/McCarthy consults nationally in strategy development for physician
relations, retention, medical practice development, and all elements of
physician recruitment. The Barlow/McCarthy team has hands-on expertise in
defining and implementing the right strategy and structure to bring hospitals
and physicians in sync.
Coffey Communications, Inc., is a national leader in print, web, mobile and
social content marketing for hospitals and health plans. Since 1983, service,
value and innovation have been the foundation of our products and services.
Coffey’s approach to custom websites, publications and mobile solutions
positions our clients as the most trusted source for health care information.
To learn more, visit us at www.coffeycomm.com or call 800-253-2030.
Connect Healthcare (A PhotoBooks Company) celebrates twenty-one
years connecting institutions with consumers, patients and physicians.
Services include: Customizable CMS Website Solutions (with mobile
optimized views) and Find-a-Doctor Applications (with Physician
Data Content Management Systems, Mobile Directory APPs, Mobile
Optimized Directories, Printed Directories, Print-on-Demand capability,
and Facebook directories).
CPM Healthgrades is the premier growth and business development partner
for hospitals. Our business intelligence and communication platform provides
hospitals with the tools required to identify, reach, educate and measurably
influence consumer and physician behavior. Through this platform, we
enable hospitals to build efficient physician alignment, commercial patient
acquisition and health management strategies to grow and manage health
care utilization. We are dedicated to helping our hospitals build physician
practices, grow admissions and improve the health of their patients.
Greystone.Net provides a range of services/products to help organizations
improve Web site performance. Services include Internet strategic planning,
intranet strategic planning, portal planning, Web benchmarking, graphic
redesign, Web site assessments, technology selection, SEM, SEO, social
media planning among other services. Greystone also offers products for
hospitals, including SmartMapTM and Collaboration Portal. Over the past
17 years, Greystone.Net has assisted more than 250 hospitals and health
systems meet their Internet need. Find out more at www.greystone.net.
Founded in 1999, Health Market Science is the market leader for innovative
solutions based on the most comprehensive and accurate provider database
in the U.S. We help health systems hone in on high value physicians to
maximize marketing dollars and drive optimal decision making. Our PxDx
Targeting solution reveals high volume, high referral physicians and HCPs
across regions and practice areas.
MarketWare is a Physician Relationship Management system used in
hundreds of healthcare organizations across the country to grow and protect
market share. With over 25 years of experience, MarketWare has developed a
proven solution that enables an organization to analyze the market, develop
strategic plans, execute growth activities, and measure return on investment.
MarketWare’s proven solution gives a hospital’s business development team
the tools and experience to grow patient volume through well-managed
physician relationships.
Since 1996, MEDSEEK has focused exclusively on strategic patient
engagement solutions including web, mobile, social and predictive analytics.
Today, the MEDSEEK Influence platform provides an integrated set of
capabilities to help hospital marketers better predict the needs of their
patient population, match high value patients with required profitable
services, engage patients and families in wellness and prevention initiatives
and provide a superior online healthcare experience that results in lasting
health-related loyalty.
MobileSmith™ is the leading provider of easy-to-use, highly-effective mobile
application solutions. Our patents pending MobileSmith™ platform enables
clients to rapidly build, deploy, and manage custom mobile apps deliverable
across operating systems. With no coding experience clients can build
user-friendly applications within hours, make real-time updates, and quickly
reuse already proven functionality, streamlining the implementation of any
mobile initiatives.
Neathawk Dubuque & Packett is a full-service advertising and public
relations firm serving healthcare, technology, defense, tourism, manufacturing
and government clients across the country. From building innovative
recruitment programs for national associations to creating digital sales tools
for global manufacturers or breathing new life into established healthcare
brands — ND&P has been assisting its clients build brands, launch products,
grow revenues, and attract and retain loyal customers for more than 25 years.
Private Health News’ (PHN) interactive e-communication solutions and
CRM/Marketing tools help providers build ongoing, targeted relationships
with Physicians/Nurses (MedNews Plus), Patients/Caregivers (Patient e-Prep)
and Consumers (My Health e-News & My Health e-Recipes), based on their
specialties, specific health interests and needs — with measurable results —
while persistently promoting a provider’s programs, services and physicians.
Swanson Russell is a full-service advertising agency specializing in healthcare
for 20 years. Marketing healthcare is a unique challenge as nobody wants to
go to a hospital or see a doctor. Yet, the selection of a hospital or physician
is perhaps the most important decision a consumer will ever make. We’ve
helped healthcare clients from across the country build their brands in ways
that connect with consumers and we can do the same for you.
9
Details
Westin Kierland
Group Discounts Available
The development of a comprehensive marketing and
communications strategy is a joint effort of executives
throughout a healthcare organization. Therefore, team
attendance is encouraged. Discounts for groups of two
or more are available. Please contact the Forum directly,
at 866-440-9080, ext. 23.
Special Needs
If you need assistance with special arrangements, such
as dietary restrictions or accessibility, call toll-free at
866-440-9080, ext. 23.
Excellence Guarantee
The Forum for Healthcare Strategists is committed to
excellence in educational programming. If you are not
satisfied with the Summit, you may return your
conference materials while on-site and we will refund
your registration fee minus a $150 processing fee.
ACHE Category II Eligible
The Forum for Healthcare Strategists, Inc. is authorized
to award up to 18 hours of pre-approved Category II
(non-ACHE) continuing education credit for this program
toward advancement or recertification in the American
College of Healthcare Executives. Participants in this
program wishing to have the continuing education hours
applied toward Category II credits should indicate their
attendance when submitting application to the American
College of Healthcare Executives for advancement
or recertification.
The official hotel for the Summit is the Westin Kierland. This inspiring AAA
Four Diamond resort, located in the heart of “new” Scottsdale and set against
the picturesque mountain ranges, will fill you with a sense of old Arizona and
how it has evolved into the country’s most luxurious destination. The resort
features a full-service spa, championship golf, and award-winning dining and
upscale shopping. And, just one block away, you’ll find a large array of fine
dining restaurants, along with an abundance of retail shops.
To make reservations, call the Westin Kierland directly at 800-354-5892 and
identify the meeting as the “Healthcare Marketing Summit” to get the special
rate of $245 single/double. This rate includes Wire/Wireless Internet access in
guest rooms and spa fitness center access. Reservations must be guaranteed
with a major credit card.
Be sure to make your reservation as soon as possible. The room block will be
released on Friday, April 5, 2013, but might be sold out before that date. After
the deadline date, or when the room block is filled, rooms will be available at
the group rate on a space available basis.
Call early to ensure availability!
Special Conference Features
10
Stay Connected
Leave the Shipping to Us
Wireless Internet access will be
provided in the meeting rooms
compliments of Health Market
Science.
Collect as much valuable
information as you’d like, and
send it home compliments of
Coffey Communications, Inc.
Registration
Questions? Call 866-440-9080, ext. 23
Eighteenth National Summit
Healthcare Marketing Strategies
May 5 – 7, 2013
Westin Kierland
Scottsdale, AZ
4 Registration Fees
1 Registrant Information
Early rates are available if the registration form with full payment
is received by Friday, March 8, 2013. Discounts for group
registrations (2 or more) are available. Please contact the Forum
directly. All registrations for attendees from the same organization
seeking discounts must be submitted together.
full name
Conference Rates
first name as you wish it to appear on badge
title
Early
Regular
received by 3/8/13 received after 3/8/13
Forum Member
$895 $995
Non-Member*
$1,020*
$1,120*
Join the Forum ($225 annual fee)
organization
*$100 due for Membership Dues
($125 of registration fee will be applied to Forum membership)
Pre-Summit Strategy Sessions
Fee includes continental breakfast and lunch
address
city
phone
state
zip
fax
Developing Marketing Plans
$110
$140
Content Marketing
$110
$140
Maximizing Physician Messaging
$110
$140
Audio Recordings with Handouts
e-mail
2 Which Category Best Describes Your Organization?
* Integrated Delivery System
* Hospital
* Urban/Suburban
* Rural
* Academic Medical Center
* Health Plan
* Insurer
* Medical Group Practice
* Consultancy
* Vendor
3 Half-Day Sessions and Special Workshop Sessions
Please check if you plan to attend any of these workshops or half-day sessions. Your
assistance in indicating which sessions you plan to attend will help us make appropriate
room assignments. Note: Checking a box does not obligate you to attend the session.
Half-Day Concurrent Session
Sunday, May 5
* Marketing Executives: Transitioning
from Volume to Value (Feinberg/
Hitchcock/Holt/Corrigan)
Tuesday, May 7
* Transforming Your Hospital’s Digital
Marketing Strategy (Boyer/Bevolo)
Special Workshop Sessions
Tuesday, May 7
* Make Room for Video in Your
Engagement Strategy
* Consumer Trends & Healthcare Brands
* Social Media Activation
$110 for Attendees
$395 Non-Attendees
Total Due $
5 Payment Information
Your registration will be confirmed only after payment in full has
been received.
* A check is enclosed, payable to Forum for Healthcare Strategists
* I authorize you to charge: * VISA * MasterCard
* Discover * American Express
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Cancellation Policy
Confirmation of Registration
The Forum guarantees a refund, less a $150
administrative fee, if written notification is
received on or before March 8, 2013. Verbal
cancellations are not accepted. Cancellations
received after March 8, 2013 are not eligible for
a refund. You may always send a substitute.
All registrations will be confirmed within 10
business days of receipt of the registration
form and payment. If you do not receive a
confirmation, please call toll-free,
866-440-9080, ext. 23. Please do not mail
or fax forms without payment.
6 Get This Form To Us
Mail registration form(s) with
payment to:
Forum for Healthcare Strategists
980 North Michigan Avenue
Suite 1260
Chicago, IL 60611
Fax registration form(s) with
credit card information to:
312-440-9089
Register online at:
www.healthcarestrategy.com
11
Eighteenth National Summit
Healthcare
Marketing Strategies
A 3-Day National Summit on Market-Driven Healthcare Strategy
Featuring Presentations by Healthcare Marketing Masters Including:
May 5 – 7, 2013
Westin Kierland
Scottsdale, AZ
Act Today!
Early Registration
Savings End
March 8th!
Westin Kierland
Scottsdale, AZ
May 5 – 7, 2013
Healthcare
Marketing Strategies
Eighteenth National Summit
Tel: 312-440-9080
www.healthcarestrategy.com
980 North Michigan Avenue
Suite 1260
Chicago, IL 60611