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Hmss2011 brochure

  1. 1. Sixteenth National SummitHealthcare MarketingStrategiesFormerly the Customer Based Marketing Strategies Forum focus on: The Changing Role of the Healthcare Marketer Strategic Marketing Customer Communication Physician Strategies Strategies for Consumer Engagement Interactive Strategies & New Media March 27–29, 2011 The Ritz-Carlton Orlando, FL
  2. 2. The Changing Role of the Marketing StrategistInnovate . . . Differentiate . . . TransformHealthcare marketers have responded well to increasingly strategic demands Sixteenth National Summitin recent years. Now, they will play a key role in shaping how their organizationsrespond to new competitive and economic challenges posed by healthcare Healthcare Marketingreform, including: Strategies• Building a strong, differentiated brand• Solidifying, and leveraging, physician relationships• Communicating quality and value• Increasing customer engagement, responsiveness, and loyalty• Improving the patient experience• Innovating for long-term success Examine theThe National Healthcare Marketing Strategies Summit is an opportunity for Winning Strategieshealthcare marketing, planning, and strategy executives to share “best practices” Actual case studies from leading healthcareand network with colleagues. organizations will allow attendees to: • Define the evolving role of healthcare marketing, and how it will change in response to healthcare reformDear Colleague: • Examine new strategies for bringing value to your organizationFew would argue that these are challenging times for those of us in healthcare. • Examine new concepts for understanding,Although reform legislation has passed, uncertainty remains about how it will engaging, and “activating” the customerunfold over the coming years and how it will affect hospitals and their relationships • Identify innovative approaches forwith patients, physicians, and payers. For marketing strategists, this is an opportune balancing digital and traditional mediatime to examine what you can do to help prepare your organization for the transition • Define the steps needed to assess,while also attending to ongoing marketing responsibilities. strengthen, and track your organization’s consumer and physician marketing strategiesWhat better time than now to take a good look at how you can improve marketing • Identify innovative approaches to lookingstrategy, messaging, and positioning? What communications tactics will be needed at, and strengthening, traditional servicesto help both internal and external audiences understand and support needed changesin healthcare delivery? How will you respond to heightened demands from physiciansand consumers for better communication and service? What is marketing’s role inengaging the entire organization in delivering a better patient experience? Who Should AttendThe Sixteenth National Healthcare Marketing Strategies Summit is youropportunity to learn about strategies and tactics for addressing these issues and The Sixteenth National Healthcaremore. With solid case study sessions featuring leading healthcare organizations, Marketing Strategies Summit is designedenhanced by thought-provoking keynote speakers, it’s an exceptional educational for the following executives from hospitals,experience. academic medical centers, healthcare systems, and medical group practices:On behalf of the Forum for Healthcare Strategists, we extend a very special invitation • Chief Marketing Officersto you to attend healthcare’s most forward-thinking marketing conference. • Senior Strategists • Marketing Communication ExecutivesConference Co-Chairs • Physician Relations Directors • Public Relations Directors • Network and Business Development Executives • Advertising Executives • Sales ExecutivesEllen Barron Jim Blazar Peter Brumleve • CRM DirectorsAssociate Vice President, Senior Vice President, Chief Strategy and • Web and Social Media Strategists Marketing & Communications Chief Strategy Officer Marketing Officer • ConsultantsUniversity of Iowa Health Care Hartford Healthcare Scott and White Healthcare2
  3. 3. Sunday, March 27, 2011 Pre-Summit Strategy Session I Pre-Summit Strategy Session II 9:00a–12:00p 9:00a–12:00p Hospital/Physician Alignment: Implications for Marketers The 5Ds of Brand Development: The Time is NOW! Health reform, changing reimbursement models, and the dynamic trend Increased access to health services is a much-desired outcome of health of hospital employment of physicians all create market uncertainty — and reform, and one that should survive the politics. Recognizing this, healthcare significant challenges for healthcare marketers. Examine the industry drivers marketers should be thinking about the role their organizational BRAND will that will continue to influence hospital/physician relationships, along with play in capturing new markets. Whether you are responsible for a single cutting-edge strategies and emerging tactics successful health systems are hospital brand, or an integrated health delivery system, the process to arrive using to enhance alignment with both employed and independent physicians. at a deliberate, compelling, differentiated, and consistently executed BRAND Learn how marketers can incorporate these trends and tailor strategies and is the same. This hands-on session will take you step by step through the tactics to better communicate with physicians, reduce leakage, and prioritize brand development process, share the challenges, and offer recommendations physician marketing initiatives. for advancing the process within your own organization. Susan Kaufman (Invited), Vice President, Marketing, HCA Midwest Health System Rob Klein, President, Klein & Partners (Kansas City, MO) Candace Quinn, Chief Experience Officer, Brand=Experience Joshua D. Halverson, Principal, ECG Management Consultants, Inc. 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 Interactive Strategies & New Media Sponsored by Connect Healthcare Sponsored by eVariant Sponsored by Greystone.Net Healthcare Reform: Are You Ready? Engaging the Mommy Audience: Hospital Integrating Content and Applications: Creating1:00–2:15p Marketing departments will play a critical role Mommy Blogs a Better Online User Experience in preparing their organizations for reform. Join Today, mommy bloggers are some of the most Web content is not only text, but images, rich senior level marketers and examine: influential communicators online. Hospitals are media, and applications, which are often ignored. learning to channel the power of mommy blogs By tightly integrating these types of content, user • How ready is your organization, and your to engage one of their most important (and often experience will be maximized throughout your department, for reform? distracted) audiences: Moms. Learn how Tufts Website. Learn how to present dynamic content • What should you do now to help prepare your Medical Center and Lowell General Hospital that is integrated onto your Website to create organization for the coming transition? developed a mommy blog to enhance communi- a fluid user experience and deliver a higher • What are the biggest changes that will occur in cation with area moms. View examples of other conversion rate. the next three years? emerging hospital mommy blogs. Pam Marecki • What is the best organizational structure for marketing in the future — highly integrated or Brooke Tyson Hynes Assistant VP of Marketing and Communications Vice President, Public Affairs & Marketing Bayhealth Medical Center (Dover, DE) more diffuse? Tufts Medical Center (Boston, MA) Andy Darnell • How will marketing strategy, messaging, and positioning need to change? Dan Dunlop, President & CEO Director of Web Development • What communications tactics will be needed Jennings AVID Design to help both internal and external audiences understand and support needed changes in A User-Friendly Marketing Plan in 90 Days Ideas into Action: Results-Driven Social Media2:30–3:45p healthcare delivery? Hear how a major AMC/health system created a Strategies highly successful, interactive, data-driven planning Henry Ford Health System has developed a social Take home a checklist of “do’s and “don’ts”! process and subsequent system and divisional media strategy that complements traditional Ellen Barron, Associate Vice President, Marketing and marketing communications plans in just 90 days. marketing initiatives. Examine the evolution and Communications The work was quick, but the process has stood the employment of these strategies, which were University of Iowa Health Care (Iowa City, IA) test of time. developed to support growth. Peter Brumleve, Chief Strategy and Marketing Officer Nancy Paton Ara Telbelian Scott and White Healthcare (Temple, TX) Founder/CEO Director of Marketing and Systems Promotions Suzanne H. Sawyer, Chief Marketing Officer, Associate 247 Consulting LLC Henry Ford Health System (Detroit, MI) Vice President Ken Trester Kari Shimmel University of Pennsylvania Health System Principal Creative Director (Philadelphia, PA) Lewton, Seekins & Trester LLC DBA Healthcare Terri Goren, Principal, Goren & Associates General Session Real-Time Marketing: How to Instantly Engage Your Market and Connect with Customers Opening4:00–5:15p 5:15– 6:45p Sponsored by eVariant The rules of marketing have changed. Today’s consumers are finding answers to their problems online. Reception They search Google, read online portals and news sites, are active on Facebook and Twitter, watch YouTube videos, listen to bloggers’ advice and opinions, and visit company Websites. So what’s a in the Exhibit Hall marketer to do? The answer is to think like a publisher and create compelling online content, including videos, news releases, blogs, podcasts, and more, to reach customers directly. Join David Meerman Scott and learn how to harness the power of the Web for success. David will share dozens of real-world examples of compelling online marketing strategies from organizations both inside and outside of healthcare. David Meerman Scott, Marketing Strategist, Best Selling Author and Speaker 3
  4. 4. Monday, March 28, 2011 8:00–9:15a 7:00–7:50a Sunrise Networking Breakfast Sponsored by Thomson Reuters General Strategic Marketing Customer Communication Session Sponsored by Connect Healthcare Sponsored by eVariant Sponsored by CPM Urgent Care Centers: Successful Model for The Rational vs. the Emotional in Advertising 9:45–11:00a Outpatient Growth The radiant patient or the pragmatic physician? Beyond Health Reform: Strategic In 2003, Baptist Health South Florida embarked The compelling statistic or the touching anecdote? Imperatives for Hospitals and on an outpatient urgent care strategy designed What’s the right emotional balance for your Health Systems to increase market share. Today, there are 10 new advertising? Learn how top organizations handle Health reform legislation passed in urgent care centers, with 150,000 visits annually. the relationship between emotional and rational, 2010 ushered in the most significant Examine the strategy, including market selection as well as how brand strategy can help guide the change in the US health system in and development essentials, as well as the results. way. View proven techniques for selling emotional 50 years. The law broadens access to Hear about the keys to success, as well as the content to physicians. care, and fundamentally changes implications for preparing for healthcare reform. Jim Blazar how healthcare is financed, with new Samuel Chris Ciocco Senior Vice President, Chief Strategy Officer incentives for hospitals, physicians, Assistant Vice President, Strategic Planning & Business Hartford Healthcare (Hartford, CT) and everyone else who supplies Development Marilyn Wilker or supports the health system. Baptist Health South Florida (Coral Gables, FL) Vice President, Senior Director of Communications Healthcare futurist Jeff Goldsmith Cows in Trees will explore the effects on hospitals and health systems, and how these organizations can prosper under the Achieving the Optimal Marketing Structure e-Philanthropy: Online Fundraising that Works 11:15a–12:30p changes. Learn the essential role of With system affiliations, mergers, and other Online fundraising through Web content, e-mail, marketers and strategists in shaping partnerships on the rise, what’s the best process and social media is the biggest trend in fundraising. responses to reform, including repack- and structure to optimize marketing in a Hear a proven case study from a hospital that has aging services to prepare for bundled consolidated system? Centralizing marketing at substantially increased giving using online strategies. payments, restructuring for efficiency the system level, having each hospital runs its Learn the role of Facebook, YouTube, and LinkedIn and value, and understanding models own marketing with some corporate support, or in fundraising and how to integrate online tools for truly integrating assets in prepara- something in between? Examine the pros and cons into existing donor programs. tion for a wave of consolidation. of different models. Hear advice for determining Jesse Stremcha Jeff Goldsmith, PhD what will work best for your situation. E-Philanthropy Specialist President Preston Gee Children’s Hospitals and Clinics of Minnesota Health Futures, Inc. Senior Vice President, Strategic Planning & Marketing (Minneapolis, MN) Trinity Health (Novi, MI) Schedule 12:30–1:15p Networking Luncheon At a Glance 6:30a–5:00p Registration Proving Results: An ROI Adventure Sustainable Brand Building: A Multi-System 2:00–3:15p Layers of complexity make straightforward ROI Case Study 7:00–7:50a Sunrise Networking calculations difficult, and identifying the right data The Froedtert family of brands is the strongest Breakfast sources, agreeing on metrics, and determining the in the Eastern Wisconsin market, but research best way to report results can be a challenge. Hear suggested that the naming strategy did not unify 8:00–9:15a General Session about one hospital’s adventure in demystifying the hospitals and clinics in the minds of consumers. process. View actual service line ROI reports and Hear how the brand team used research to develop 9:15–9:45a Break in the the campaigns that generated the numbers. a simpler and more memorable naming strategy, Exhibit Hall Tanya Andreadis solidifying the brand promise through the process. Director, Marketing & eBusiness Examine the process, implementation, and results. 9:45–11:00a Concurrent Sessions Halifax Health (Daytona Beach, FL) Kathleen Perlewitz William Moschella Vice President, Marketing 11:00–11:15a Break CEO Froedtert & Community Health (Milwaukee, WI) eVariant John McKeever 11:15a–12:30p Concurrent Sessions President, Gelb Consulting Group, Inc. 12:30–1:15p Networking Luncheon Better Than Best: Reinventing a Solid Gold Brand Jumpstarting CRM Success With Trigger 3:45-5:00p Baptist Health Care of Pensacola reached the Campaigns for Immediate ROI 1:15–1:45p Dessert in the pinnacle when it became the first hospital to win Learn how multi-hospital Provena Health made an Exhibit Hall the coveted Malcolm Baldrige Award for Quality. enterprise-wide commitment to a comprehensive Then business challenges, competitive threats, and CRM strategy and achieved a positive return on 2:00–3:15p Concurrent Sessions an ailing economy threatened to undermine its marketing investment within six months. Hear solid-gold reputation. Learn how marketing catalyzed about their successful implementation process; the 3:15–3:45p Break in the an organizational renaissance by reinventing the strategies and tactics used, including service line Exhibit Hall brand, energizing staff, and fulfilling customer trigger campaigns; and how their lessons learned expectations for quality and compassion. can benefit your hospital. 3:45–5:00p Concurrent Sessions Sherry Hartnett Lisa Lagger Vice President, Chief Marketing and Development Officer System Vice President, Public Relations & Marketing 5:00–6:15p Reception in the Baptist Health Care (Pensacola, FL) Provena Health (Mokena, IL) Exhibit Hall Mary Alice Czerwonka Guy Miller Senior Vice President, Neathawk Dubuque & Packett Partner, REACH3 5:00–6:15p Reception in the Exhibit Hall4
  5. 5. Monday, March 28, 20117:00–7:50a Sunrise Networking Breakfast Sponsored by Thomson ReutersPhysician Strategies Strategies for Consumer Engagement Interactive Strategies & New MediaSponsored by Barlow/McCarthy Sponsored by Coffey Communications, Inc. Sponsored by Greystone.NetThe Doctor is in Review Building Loyalty Through Integrated Care Website Redesign: What Marketers Need to KnowFaced with an ever-increasing number of physician Delivery Many healthcare organizations are rethinking theirrating systems — from peer reviews to service More organizations and network partners are Websites in light of expanded consumer demandsscores to sanctions data — consumers, hospitals, coming together to deliver care across a spectrum for health information and connectivity. Examinepayers, and physicians are struggling to understand of services. How does integration impact consumer some redesign success stories. Learn how to assesswhat it all means. Examine the evolution of loyalty? Do consumers want and value integration? how well your site is meeting visitors’ needs andphysician scorecards, what’s driving the new Can strategies be developed to build loyalty overall which applications and features will add value.measures, and how to prepare for the coming and for the individual partners? Hear new consumer Examine the trends that may shape the future andwave of physician ratings. research and ideas for leveraging integration. the implications for hospital Websites.Patricia Cluff Jennifer Close Kim HaynesAVP for Strategic Relations and Marketing Vice President – Operations, Office of Medical Affairs Web Resource Manager, Medical University ofUniversity of Virginia Health System (Charlottesville, VA) Dean Clinic (Madison, WI) South Carolina Hospital (Charleston, SC)Daniel Fell Dean Halverson Kathy DivisExecutive Vice President CEO PresidentNeathawk Dubuque & Packett Leede Research Greystone.NetThe Evolving Physician Conversation Branding the Patient Experience Mass Media Still Matters to Online StrategyNow, more than ever, healthcare executives must How can your organization deliver a consistently In the age of Facebook, YouTube, and Twitter,be more strategic and proactive in understanding positive patient experience that fulfills the brand mass media still matters! From television and printtheir organizations’ physician alignment philosophies promise? It’s more than smile lessons! Receive advertising to press releases and annual reports,and positioning around the constant influx of new hands-on tools for understanding the current Wellmont Heatlh System is using old tools ininformation relative to reform, reimbursement, and reality and taking steps to make positive and lasting dynamic new ways to increase Web traffic, buildmore. Learn to take the lead as a change manager changes. Learn the marketer’s role in leading social media reach, and engage customers as neverto bring all stakeholders into the evolving fold of organizational change and examine case examples before. Hear how.physician communication and strategy. of best practices and lessons learned. Patrick KaneTeri Cardenas Kevin Stranberg, Director, Public Relations Senior Vice President of Marketing CommunicationsSenior System Director, Strategic Marketing & Memorial Medical Center (Ashland, WI) Wellmont Health System (Kingsport, TN) Communications Jean Hitchcock (Invited) Amy StevensCHRISTUS Health (San Antonio, TX) Vice President, Marketing & Communications, Medstar Director of MarketingMichael Barber, MD Kristin Baird, President LHC Group Inc. (Lafayette, LA)Lead Consultant, Barlow/McCarthy Baird Group12:30–1:15p Networking LuncheonImproving the Physician and Marketing Creating a Successful Fully-Integrated Mobile Technology: Changing the Face ofRelationship Cardiovascular Service Line Healthcare and CommunicationsOne of the joys, and challenges, of working in How can a hospital differentiate its cardiovascular Healthcare systems are beginning to embracemedical marketing is collaborating with physicians. services in a highly competitive market with mobile technology in increasing numbers. WhetherWhy are some physicians so hard to work with? declining volumes? Examine the path Susquehanna it is the development of mobile applications or theWhy do they tend to both undervalue and Health’s Williamsport Regional Medical Center launch of a WAP site, the world of mobile health isovervalue marketing? Which techniques work best? took to reach the Thomson Reuters Top 50 here and now. Examine what lies ahead for mobileCan a hospital get physicians involved in marketing Heart Centers for the first time in 2011. Hear technology, including the implications for search.programs, particularly new and social media? How how outcomes, patient satisfaction, and care Karen Corrigando you turn physician enemies into friends? Hear coordination were improved and how their Corrigan Partnersinsights into how to make your physician successes helped craft brand strategy. Scott Thomsenrelationships more productive and enjoyable. Sharon Winn, Admin. Director, Heart & Vascular Institute Managing PartnerDavid A. Feinberg Susquehanna Health (Williamsport, PA) Launch Media, Inc.Vice President, Marketing Robert Wasserman, PrincipalNewYork-Presbyterian Hospital (New York, NY) ECG Management Consultants, Inc.Creating a Specialized Physician Sales Force Grow Women’s Health for Powerful Success Website Usability: Enhancing the Online PatientNationwide, healthcare organizations are beginning Women make 80% of healthcare decisions and Experienceto organize specialized physician marketing sales 60% of doctors’ appointments, so capturing their Healthcare consumers increasingly expect relevantforces utilizing dedicated resources, research, attention and loyalty is key to a hospital’s success. and easily accessible information that’s availableand marketing tools. Learn how to create a highly Examine trends, disciplined approaches, and 24/7. Learn how to assess user needs, expectations,aligned structure to impact physician practice and critical information for success in women’s health. and behaviors to enhance online patient volumes and expand geographic reach. Merri Alessi Hear how focus groups and online surveys can beExamine strategies to assist stagnant practices and Director of Marketing used to differentiate a Website to achieve ROI andramp-up new physicians to attain or exceed pro Woman’s Hospital (Baton Rouge, LA) create competitive advantage. Improve conversionforma goals. Gabrielle DeTora rates, patient involvement, and compliance.C. Josef Ghosn, SVP & Chief Strategy Officer Strategic Marketing Consultant Lynn Eastepand Gabrielle DeTora, LLC Director of Interactive Marketing and Web Development University Hospitals of Cleveland (Cleveland, OH)Chelle Simmons, Executive Director, Physician Relations & Physician Strategic PlanningFlorida Hospital (Orlando, FL)5:00–6:15p Reception in the Exhibit Hall 5
  6. 6. Tuesday, March 29, 2011 8:00–9:15a Strategic Marketing Customer Communication Sponsored by Connect Healthcare Sponsored by eVariant General Session Using Generational Segmenting to Pinpoint and Value-Based Care: Implications for the Strategy 9:30–10:45a Capture Targeted Patients Officer Generational differences are important drivers of Wide disparities in the cost and quality of care are hospital and physician selection and use. Examine giving way to new forms of payment that reward A Call to Action: Marketing the key differences and learn how they can be used to provider coordination and quality outcomes. Patient Experience pinpoint and capture targeted business. Hear how Examine your role in engaging physicians and With the implementation of CMS- a 100 Top Hospital uses generational segmentation empowering them to achieve results. Hear how mandated patient satisfaction surveys and CRM processes to grow outpatient volume, these efforts will translate into the organization’s and increased public reporting, gain market position, and shape communications. communications. consumers have access to a growing Ruth Colby Martin D’Cruz body of information on the patient Senior Vice President/Chief Strategy Officer Vice President experience. To what extent will that Silver Cross Hospital (Joliet, IL) St. Vincent Health (Indianapolis, IN) influence their choice of providers? And how can marketers communicate Linda MacCracken Terri Welter Vice President, Product Management Principal experience information in a way that Healthcare & Science, Thomson Reuters ECG Management Consultants, Inc. resonates with consumers and drives future interaction? Join Dr. Bridget Duffy, the first chief experience officer Being Small & Standing Tall: Marketing Smart on No Patient Left Behind: Metrics and Service 11:00a–12:15p for Cleveland Clinic, in her examination of why the time is NOW for organiza- Modest Means Recovery tions to create a culture of caring. Geared towards small to mid-sized hospitals, All too often, potential patients get lost in the Hear the marketer’s role in ensuring this session reviews one hospital’s successes in shuffle between making an inquiry call and that the experience lives up to patient orchestrating it’s overall marketing, including scheduling their first appointment. Examine a expectations and in communicating digesting multiple acquired practices into a revised cost-effective solution for monitoring call center the desired experience both inside identity system, augmenting support behind satisfaction, gathering data on patients who and outside the organization. Learn profitable service lines, revamping recruitment choose other providers, escalating issues for why patient experience goes beyond marketing strategies, embracing new media, and service recovery, and preventing drop-offs. customer service and how marketing, building a platform for marketing to physicians — Jennifer Kennedy-Stovall operations, and leadership must all all while having fun and winning awards along Associate Director, Public Education Office work together to promote an optimal the way. MD Anderson Cancer Center (Houston, TX) healing experience for every patient. Jonathan Billings Director of Planning & Community Relations M. Bridget Duffy, MD Northwestern Medical Center (St. Albans, VT) Chief Executive Officer ExperiaHealth Matthew Dodds Chief Brandthropologist Brandthropology, Inc. Schedule At a Glance Special Workshop Sessions Advance sign-up for workshop sessions is required, although there is no extra charge. 7:30a–2:30p Registration Please see Registration Form. 7:30–8:00a Continental Breakfast Physician Marketing and Communications: Best Practices 12:30–2:30p 8:00–9:15a General Session Physicians are a key audience for today’s healthcare marketers, who are tasked with developing meaningful communications programs to share information and build relationships, creating physician marketing 9:15–9:30a Break tools that drive referrals, and engaging physicians in direct to consumer campaigns to grow business for the hospital and physicians. Explore best practice approaches to accomplishing all three tasks. Receive 9:30–10:45a Concurrent Sessions a plan of action for using cutting-edge techniques in all communication channels, along with tools for measuring return on marketing investment and tips for avoiding the biggest physician marketing hurdles. 10:45–11:00a Break Lisa McCluskey Vice President of Marketing and Communications 11:00a–12:15p Concurrent Sessions Memorial Health Care System (Chattanooga, TN) Stephen Moegling 12:30–2:30p Special Workshop Senior Vice President of Client Services Sessions Franklin Street Marketing 2:30p Conference Adjourns6
  7. 7. Tuesday, March 29, 2011Physician Strategies Strategies for Consumer Engagement Interactive Strategies & New MediaSponsored by Barlow/McCarthy Sponsored by Coffey Communications, Inc. Sponsored by Greystone.NetIntegrating Physician Communication Channels: Engaging Consumers with Wellness Proving the Value of New Internet InvestmentsBalancing Print & Electronic Media Health and wellness messaging is a powerful way Proving the value of any marketing strategy isDespite the increased popularity of the Web, to build a hospital brand and differentiate your a must for healthcare marketers. Attend thisfor many physicians, print remains a preferred organization. Examine a successful campaign that “hands-on” interactive session and hear provencommunications vehicle. How do you successfully engaged consumers directly to promote healthy examples and best practices on how to documentintegrate online and print communications to best habits and fitness tips. Learn how the campaign, the ROI of Internet investments, including digitalmeet the needs of all of your physicians? Learn which features a local sports celebrity and an online, and social media. Learn about the various typeshow to assess physician preferences and use the interactive tool, resulted in more than 26,000 of e-Metrics and how to show progress, businessinformation to refine physician marketing. Examine unique Web visits and 6,000 registrants in the first value, and real ROI. Walk away with the tools,targeted Web solutions that streamline the referral month. templates, and supporting materials required forprocess and strengthen connections. Chris Boyer effective Web ROI.Donna Teach, MS, APR Senior Manager, Digital Communications Mike SchneiderVice President, Marketing & Public Relations Inova Health System (Falls Church, VA) Executive Vice PresidentNationwide Children’s Hospital (Columbus, OH) Chris Bevolo Greystone.Net President IntervalMarketing a Newly Formed Medical Group Measuring and Leveraging the Perception Gap Using the Web to Support ComplexIn 2009, Legacy Health not only rebranded itself, Between Employees and Consumers Organizationsit also formed a 300+ physician medical group. In today’s social, business, and online environments, Healthcare marketers face tough decisions whenHear how marketing strategies for promoting the employee advocacy is a critical asset. Examine how trying to strategically promote all the facets ofgroup have transformed over the last year from the University of Illinois Medical Center at Chicago their complex organizations. Examine how onetraditional approaches, including direct mail and discovered an employee/consumer perception gap large integrated health system balances theads, to targeted campaigns that leverage hospital, and what they did about it. strength of its regional brand while maintaining aphysician practice, demographic, psychographic, Camille Baxter friendly, local presence. Learn how to manageand geographic data. Associate Director of Marketing multiple online brands that meet organizationalLinda Atwill University of Illinois Medical Center at Chicago goals and still provide a seamless user experience.Marketing Consultant (Chicago, IL) Daryl Thuringerand Ryan Donohue Vice President, Marketing and Public RelationsLauren Foote Christensen Brand Director Avera Health System (Sioux Falls, SD)Director of Marketing National Research Corporation Ben DillonLegacy Health (Portland, OR) Gayle Morse Vice President/Corporate Evangelist Account Planner Geonetric, Inc. Laughlin/ConstableSpecial Workshop SessionsAdvance sign-up for workshop sessions is required, although there is no extra charge.Please see Registration Form.Pricing, Transparency, and Marketing StrategyAs consumers take on a greater share of healthcare costs, they are increasingly shopping for healthservices based on price. Examine the level of consumer interest in healthcare prices, factors drivingretail pricing, and the concept of “price” as a marketing strategy. Hear how price and quality worktogether in the value equation and where healthcare is headed in terms of organized, promotedprice packages. Examples of pricing strategies will be shared. Listen and Learn Concerned about missing out on sessions youDavid Marlowe can’t attend? Can’t make the conferencePrincipal this year? Don’t worry. . .you can still benefitStrategic Marketing Concepts by ordering the CD-ROM, featuring the audio plus handouts from the sessions. For only $95 for Summit attendees and $350 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. Visit the Forum at to register online. 7
  8. 8. Summit Highlights Real-Time Marketing: How to Instantly Engage Your Thomson Reuters Sunrise Networking Breakfast Market and Connect with Customers Monday, March 28 Sponsored by eVariant Sponsored by Thomson Reuters Sunday, March 27 7:00–7:50a 4:00–5:15p Begin your day right — by meeting and networking with your colleagues. Join us for a networking breakfast, organized topically and facilitated by David Meerman Scott recognized leaders in the field. There is no additional charge, but you Marketing Strategist, must register in advance. Each breakfast table is limited to the first 10 Author, and Speaker registrants. Best selling author and acclaimed speaker David Meerman Scott leads this dynamic look at how healthcare organizations can harness the power of I. CRM Strategies the Web for marketing success. David is the author of hundreds of articles, II. Branding Strategies a popular blog, and seven books, including the modern business classic III. Integrating Digital and Traditional Media The New Rules of Marketing & PR. His newest book Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect with Customers, and IV. Service Line Strategies Create Products that Grow Your Business Now was released in November V. Physician Strategies 2010. It achieved #2 on the Wall Street Journal bestseller list and #3 on the USA Today bestseller list. David is a recovering VP of marketing for two publicly traded technology companies and was also Asia marketing director for Knight-Ridder, at the time one of the world’s largest newspaper and electronic information companies. Beyond Health Reform: Strategic Imperatives for Hospitals and Health Systems Sponsored by CPM Monday, March 28 8:00–9:15a Jeff Goldsmith, PhD President Health Futures, Inc. Start your day right! Healthcare visionary Jeff Goldsmith, PhD, provides a down-to-earth look at how health reform will affect hospitals and health The Exhibit Hall systems, and what your organization can do to prosper under the changes. Jeff is one of the nation’s foremost health industry analysts, specializing in The Exhibit Hall offers the opportunity for hands-on experience corporate strategy, trend analysis, health policy, and emerging technologies. with the newest and best marketing technologies and services, He is a sought-after adviser to senior management and boards throughout featuring demonstrations hosted by the nation’s leading all facets of the health system, including hospitals, health plans, physician marketing technology and service firms. The Learning Center is groups, pharmaceutical and biotechnology firms, and the health manufac- designed to help you “demystify and distinguish” so that you can turing and distribution sectors. Jeff writes and lectures extensively on health make informed decisions for the future. policy, financing, and technology, both in the United States and overseas. His latest book, The Sorcerer’s Apprentice: How Medical Imaging Is Changing Health Care, co-authored with Bruce Hillman, was released in September 2010. The Forum Has Gone Green! A Call to Action: Marketing the Patient Experience The Forum for Healthcare Strategists wants to help keep our Tuesday, March 29 planet healthy and safe, so our conferences have “gone green.” 8:00–9:15a Our efforts to deliver an exceptional conference, while remaining M. Bridget Duffy, MD friendly to the environment include: Chief Executive Officer • Online access to conference handouts, as well as Attendee ExperiaHealth and Faculty Lists Dr. Bridget Duffy’s passion for defining and creating optimal healing • An electronic Overall Summit Evaluation following the environments has been the focus of her work throughout her 20 year conference career. Join her in a compelling examination of the marketer’s role in • Large spring water coolers, rather than individual plastic improving, and promoting, the patient experience. A pioneer in healthcare, bottles Bridget created one of the nation’s first Hospitalist programs and served • Recycling — bins for recycling bottles, cans, and paper will be as the nation’s first Chief Experience Officer at the Cleveland Clinic. While located throughout the meeting space there, she led the organization in establishing patient experience as a top strategic priority and creating the operational infrastructure to support the strategy. Now, as Chief Executive Officer of ExperiaHealth, she helps other organizations transform the patient experience by harnessing the power of actively engaged physicians, nurses, and employees.8
  9. 9. Sponsors 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 cooperation with:AVID Design, with more than 15 years of experience in providing award- ECG offers a broad range of strategic, financial, operational, and technology-winning online strategies and solutions for hospitals and healthcare related consulting services to healthcare providers. ECG provides specializedsystems (including Website design, CMS build-out, SEO, copywriting and expertise to community hospitals, academic medical centers, health systems,rich media), is an innovative company that actively seeks to discover, and medical groups throughout the U.S. For nearly 40 years, we havetest and integrate industry best practices. As a result, we have earned a played an instrumental role in developing and implementing innovativereputation as ambitious thought leaders that are continuously helping and customized solutions that effectively address issues confrontingredefine best practices. healthcare providers. Visit consults nationally in strategy development for eVariant’s HealthConnect CRM unites and standardizes all of yourphysician relations, retention, medical practice development, and all IT, marketing and employed physician data — all in one place,elements of physician recruitment. The Barlow/McCarthy team has simultaneously and in real-time. Execute direct mail, email, SMS,hands-on expertise in defining and implementing the right strategy search marketing, banner ads and landing pages easily to filtered orand structure to bring hospitals and physicians in sync. modeled individuals. Track and adjust campaign components in real-time through integrated analytics that measure individual traffic/inquiries. Automate responses to individuals based on triggers to maximize your marketing effectiveness.Coffey Communications, Inc., delivers memorable marketing thateducates your community, establishes preference, builds loyalty, enhancespatient satisfaction, grows service lines, and supports physician relations Greystone.Net offers services for hospitals including Internet, intranetand referrals. From powerful, web-based solutions to engaging publications, and portal strategic planning; Web site assessments; e-Metrics, WebCoffey is your partner in making your marketing stick. To learn more, visit analytics and Web benchmarking/peer comparisons; social mediaus at or call us at 1.800.253.2030. planning, implementation and tracking; search engine optimization and marketing; and call center strategic planning and assessments.Connect Healthcare (A PhotoBooks Company) continues to provide Navvis & Company™ is a management consultancy providingall the same services delivered by PhotoBooks: Total Website Solutions; counsel and support for innovative, market-linked strategies toFind a Doctor Applications; Social Media Platforms; Printed Physician create high-performing, future-ready health systems, forgeReferral Directories. Our enhanced services include Web, Social enduring physician partnerships, and create competitive advantage.Media and Operations Strategy Development that build on our 18years of experience in connecting institutions with consumers, patientsand physicians. Thomson Reuters produces intelligent information to help hospitals drive growth and improve outcomes. We integrate market and business intelligence, and bring expertise that helps hospital marketers improveCPM, headquartered in Madison, Wisconsin, is a growth and business targeting, drive profitable revenue, and deliver measurable results. Learndevelopment partner for healthcare organizations. We fuel hospital more at with smarter strategies in customer relationship management(CRM), physician relations, planning and forecasting, strategic marketingand business intelligence. Since CPM was founded 30 years ago, over450 hospitals have found their competitive edge with us. Find moreinformation on our products and services at Follow us onTwitter (@CPMmarketing) and Facebook for healthcare news and updates. 9
  10. 10. Details The Ritz-Carlton Orlando Grande LakesGroup Discounts AvailableThe development of a comprehensive marketing andcommunications strategy is a joint effort of executivesthroughout a healthcare organization. Therefore, teamattendance is encouraged. Discounts for groups of twoor more are available. Please contact the Forum directly,at 866-440-9080 ext. 23.Special NeedsIf you need assistance with special arrangements, suchas dietary restrictions or accessibility, call toll-free at866-440-9080, ext. 23.Excellence GuaranteeThe Forum for Healthcare Strategists is committed toexcellence in education programming. If you are notsatisfied with the Summit, you may return yourconference materials while on-site and we will refundyour registration fee minus a $150 processing fee.ACHE Category II Eligible The official hotel for the Summit is The Ritz-Carlton Orlando, Grande Lakes.The Forum for Healthcare Strategists, Inc. is authorized Marvel at the magic of Orlando, Florida, a vibrant city full of vision and award up to 18 hours of pre-approved Category II Take in the fun while retaining a sense of sophistication at The Ritz-Carlton(non-ACHE) continuing education credit for this program Orlando, Grande Lakes. Inspired architecturally by the grand palazzos of Italy,toward advancement or recertification in the American this exceptional Orlando vacation resort’s amenities provide guests with aCollege of Healthcare Executives. Participants in this stylish way to indulge in the playful offerings of this all-American city.program wishing to have the continuing education hoursapplied toward Category II credits should indicate their The Ritz-Carlton Orlando, Grande Lakes features 11 exceptional diningattendance when submitting application to the American establishments and guest rooms with five-foot private balconies offeringCollege of Healthcare Executives for advancement panoramic views of the lakes, pool, and gardens. Plus, guests enjoy easyor recertification. access to world-famous, family-friendly attractions such as Walt Disney World (10 miles), SeaWorld, Discovery Cove, and Aquatica (two miles); complimentaryCar Rental transportation to SeaWorld, Aquatica, Universal Orlando, and Wet ‘n Wild; andSpecial meeting rates are available through Avis Rent close proximity to Orlando International Airport (10 miles).A Car’s Meeting Reservation and Information Desk at800-331-1600. Mention the group number J948529. To make reservations, call the hotel directly at (800) 576-5750, and identify the meeting as the “Healthcare Marketing Conference” to get the special rate of $235 single/double. Note: The sleeping room rate includes high speed Internet access. Be sure to make your reservations by Friday, February 25, 2011. After the deadline date, or when the room block is filled, rooms will be available on a space available basis only. Call early to ensure availability! Special Conference Features Stay Connected Leave the Shipping to Us Access Handouts 24/7 Wireless Internet access will be provided in Collect as much valuable information as you’d Receive a flash drive on-site with all of the the meeting rooms. like, and send it home compliments of conference handouts. Coffey Communications, Inc.10
  11. 11. Registration Questions? Call 866-440-9080, ext. 23Sixteenth National Summit March 27–29, 2011 The Ritz-Carlton Orlando, Grande LakesHealthcare Marketing Strategies Orlando, FL 1 Registrant Information 4 Registration Fees Early rates are available if the registration form with full payment is received by Friday, February 18, 2011. Discounts for group registrations (2 or more) are available. Please contact the Forumfull name directly. All registrations for attendees from the same organization seeking discounts must be submitted together.first name as you wish it to appear on badge Conference Rates Early Regular received by 2/18/11 received after 2/18/11 Forum Member $895 $995title 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)address Pre-Summit Strategy Sessions Hospital/Physician Alignment $95 $125city state zip Branding Workshop $95 $125 CD-ROM of Audio/Handoutsphone fax $95† for Attendees $350† Non-Attendeese-mail † includes shipping/handling Total Due $ 2 Which Category Best Describes Your Organization?* Integrated Delivery System * Health Plan* Hospital * Insurer 5 Payment Information * Urban/Suburban * Medical Group Practice Your registration will be confirmed only after payment in full has * Rural * Consultancy been received. * Academic Medical Center * Vendor * A check is enclosed, payable to Forum for Healthcare Strategists * I authorize you to charge: * VISA * MasterCard * Discover * American Express 3 Half-Day Session, Special Workshops, Networking BreakfastPlease check if you plan to attend any of these workshops or half-day sessions. Yourassistance in indicating which sessions you plan to attend will help us make appropriate name on cardroom assignments. Note: Checking a box does not obligate you to attend the session.Half-Day Concurrent Session Thomson Reuters Sunrise Breakfast* Sunday, March 27 Monday, March 28 card number expiration Healthcare Reform: Are You Ready? Please check the breakfast you plan to (Barron/Brumleve/Sawyer/Goren) attend. Choose only one! * CRM Strategies * Branding Strategies billing street addressSpecial Workshop SessionsTuesday, March 29 * Integrating Digital and Traditional*Physician Marketing & Communications Media (McCluskey/Moegling) * Service Line Strategies billing zip code* Pricing, Transparency, and Marketing * Physician Strategies Strategy (Marlowe) signature Cancellation Policy Confirmation of Registration 6 Get This Form To Us The Forum guarantees a refund, less a $150 All registrations will be confirmed within 10 administrative fee, if written notification business days of receipt of the registration Mail registration form(s) with Fax registration form(s) with is received on or before February 18, 2011. form and payment. If you do not receive payment to: credit card information to: Verbal cancellations are not accepted. a confirmation, please call toll-free, Forum for Healthcare Strategists 312-440-9089 Cancellations received after February 18, 2011 866-440-9080, ext. 23. Please do not mail 980 North Michigan Avenue are not eligible for a refund. You may always or fax forms without payment. Suite 1260 Register online at: send a substitute. Chicago, IL 60611 11
  12. 12. Sixteenth National SummitHealthcareMarketing StrategiesA 3-Day National Summit on Market-Driven Healthcare StrategyFeaturing Presentations by Healthcare Marketing Masters Including: March 27 – 29, 2011 The Ritz-Carlton Orlando, FL Act Today! Early Registration Savings End February 18th! Orlando, FL The Ritz-Carlton March 27–29, 2011 Marketing Strategies Healthcare Sixteenth National Summit Tel: 312-440-9080 Chicago, IL 60611 Suite 1260 980 North Michigan Avenue