This document provides an agenda for the Sixteenth National Summit on Healthcare Marketing Strategies taking place from March 27-29, 2011 in Orlando, Florida. The summit will focus on strategic marketing, customer communication, physician strategies, strategies for consumer engagement, and interactive strategies and new media. Keynote speakers will discuss real-time marketing and how to instantly engage markets. Breakout sessions will provide case studies on topics like urgent care center marketing, advertising approaches, marketing structure within health systems, return on investment analysis, brand building, and customer relationship management strategies. The agenda includes general sessions, breakout sessions, a networking reception and luncheon. The event is intended for healthcare marketing, planning and strategy executives.

1. Sixteenth National Summit
Healthcare Marketing
Strategies
Formerly 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. The Changing Role of the Marketing Strategist
Innovate . . . Differentiate . . . Transform
Healthcare marketers have responded well to increasingly strategic demands Sixteenth National Summit
in recent years. Now, they will play a key role in shaping how their organizations
respond to new competitive and economic challenges posed by healthcare Healthcare Marketing
reform, 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 the
The National Healthcare Marketing Strategies Summit is an opportunity for
Winning Strategies
healthcare marketing, planning, and strategy executives to share “best practices”
Actual case studies from leading healthcare
and network with colleagues.
organizations will allow attendees to:
• Define the evolving role of healthcare
marketing, and how it will change in
response to healthcare reform
Dear Colleague: • Examine new strategies for bringing value
to your organization
Few 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 customer
unfold over the coming years and how it will affect hospitals and their relationships • Identify innovative approaches for
with patients, physicians, and payers. For marketing strategists, this is an opportune balancing digital and traditional media
time 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 strategies
What better time than now to take a good look at how you can improve marketing • Identify innovative approaches to looking
strategy, messaging, and positioning? What communications tactics will be needed at, and strengthening, traditional services
to help both internal and external audiences understand and support needed changes
in healthcare delivery? How will you respond to heightened demands from physicians
and consumers for better communication and service? What is marketing’s role in
engaging the entire organization in delivering a better patient experience?
Who Should Attend
The Sixteenth National Healthcare Marketing Strategies Summit is your
opportunity to learn about strategies and tactics for addressing these issues and The Sixteenth National Healthcare
more. With solid case study sessions featuring leading healthcare organizations, Marketing Strategies Summit is designed
enhanced 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 Officers
to you to attend healthcare’s most forward-thinking marketing conference. • Senior Strategists
• Marketing Communication Executives
Conference Co-Chairs • Physician Relations Directors
• Public Relations Directors
• Network and Business Development
Executives
• Advertising Executives
• Sales Executives
Ellen Barron Jim Blazar Peter Brumleve • CRM Directors
Associate Vice President, Senior Vice President, Chief Strategy and • Web and Social Media Strategists
Marketing & Communications Chief Strategy Officer Marketing Officer • Consultants
University of Iowa Health Care Hartford Healthcare Scott and White Healthcare
2

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: Creating
1:00–2:15p
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 Media
2:30–3:45p
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 Opening
4:00–5:15p
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. 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 Hall
4

5. Monday, March 28, 2011
7:00–7:50a Sunrise Networking Breakfast Sponsored by Thomson Reuters
Physician Strategies Strategies for Consumer Engagement Interactive Strategies & New Media
Sponsored by Barlow/McCarthy Sponsored by Coffey Communications, Inc. Sponsored by Greystone.Net
The Doctor is in Review Building Loyalty Through Integrated Care Website Redesign: What Marketers Need to Know
Faced with an ever-increasing number of physician Delivery Many healthcare organizations are rethinking their
rating systems — from peer reviews to service More organizations and network partners are Websites in light of expanded consumer demands
scores to sanctions data — consumers, hospitals, coming together to deliver care across a spectrum for health information and connectivity. Examine
payers, and physicians are struggling to understand of services. How does integration impact consumer some redesign success stories. Learn how to assess
what it all means. Examine the evolution of loyalty? Do consumers want and value integration? how well your site is meeting visitors’ needs and
physician 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 and
wave of physician ratings. research and ideas for leveraging integration. the implications for hospital Websites.
Patricia Cluff Jennifer Close Kim Haynes
AVP for Strategic Relations and Marketing Vice President – Operations, Office of Medical Affairs Web Resource Manager, Medical University of
University of Virginia Health System (Charlottesville, VA) Dean Clinic (Madison, WI) South Carolina Hospital (Charleston, SC)
Daniel Fell Dean Halverson Kathy Divis
Executive Vice President CEO President
Neathawk Dubuque & Packett Leede Research Greystone.Net
The Evolving Physician Conversation Branding the Patient Experience Mass Media Still Matters to Online Strategy
Now, 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 print
their 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 in
information relative to reform, reimbursement, and reality and taking steps to make positive and lasting dynamic new ways to increase Web traffic, build
more. Learn to take the lead as a change manager changes. Learn the marketer’s role in leading social media reach, and engage customers as never
to 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 Kane
Teri Cardenas Kevin Stranberg, Director, Public Relations Senior Vice President of Marketing Communications
Senior System Director, Strategic Marketing & Memorial Medical Center (Ashland, WI) Wellmont Health System (Kingsport, TN)
Communications Jean Hitchcock (Invited) Amy Stevens
CHRISTUS Health (San Antonio, TX) Vice President, Marketing & Communications, Medstar Director of Marketing
Michael Barber, MD Kristin Baird, President LHC Group Inc. (Lafayette, LA)
Lead Consultant, Barlow/McCarthy Baird Group
12:30–1:15p Networking Luncheon
Improving the Physician and Marketing Creating a Successful Fully-Integrated Mobile Technology: Changing the Face of
Relationship Cardiovascular Service Line Healthcare and Communications
One of the joys, and challenges, of working in How can a hospital differentiate its cardiovascular Healthcare systems are beginning to embrace
medical marketing is collaborating with physicians. services in a highly competitive market with mobile technology in increasing numbers. Whether
Why are some physicians so hard to work with? declining volumes? Examine the path Susquehanna it is the development of mobile applications or the
Why do they tend to both undervalue and Health’s Williamsport Regional Medical Center launch of a WAP site, the world of mobile health is
overvalue marketing? Which techniques work best? took to reach the Thomson Reuters Top 50 here and now. Examine what lies ahead for mobile
Can 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 Corrigan
do you turn physician enemies into friends? Hear coordination were improved and how their Corrigan Partners
insights into how to make your physician successes helped craft brand strategy. Scott Thomsen
relationships more productive and enjoyable. Sharon Winn, Admin. Director, Heart & Vascular Institute Managing Partner
David A. Feinberg Susquehanna Health (Williamsport, PA) Launch Media, Inc.
Vice President, Marketing Robert Wasserman, Principal
NewYork-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 Patient
Nationwide, healthcare organizations are beginning Women make 80% of healthcare decisions and Experience
to organize specialized physician marketing sales 60% of doctors’ appointments, so capturing their Healthcare consumers increasingly expect relevant
forces utilizing dedicated resources, research, attention and loyalty is key to a hospital’s success. and easily accessible information that’s available
and 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 experiences.
hospital volumes and expand geographic reach. Merri Alessi Hear how focus groups and online surveys can be
Examine strategies to assist stagnant practices and Director of Marketing used to differentiate a Website to achieve ROI and
ramp-up new physicians to attain or exceed pro Woman’s Hospital (Baton Rouge, LA) create competitive advantage. Improve conversion
forma goals. Gabrielle DeTora rates, patient involvement, and compliance.
C. Josef Ghosn, SVP & Chief Strategy Officer Strategic Marketing Consultant Lynn Eastep
and Gabrielle DeTora, LLC Director of Interactive Marketing and Web Development
University Hospitals of Cleveland (Cleveland, OH)
Chelle Simmons, Executive Director, Physician Relations
& Physician Strategic Planning
Florida Hospital (Orlando, FL)
5:00–6:15p Reception in the Exhibit Hall
5

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 Adjourns
6

7. Tuesday, March 29, 2011
Physician Strategies Strategies for Consumer Engagement Interactive Strategies & New Media
Sponsored by Barlow/McCarthy Sponsored by Coffey Communications, Inc. Sponsored by Greystone.Net
Integrating Physician Communication Channels: Engaging Consumers with Wellness Proving the Value of New Internet Investments
Balancing Print & Electronic Media Health and wellness messaging is a powerful way Proving the value of any marketing strategy is
Despite the increased popularity of the Web, to build a hospital brand and differentiate your a must for healthcare marketers. Attend this
for many physicians, print remains a preferred organization. Examine a successful campaign that “hands-on” interactive session and hear proven
communications vehicle. How do you successfully engaged consumers directly to promote healthy examples and best practices on how to document
integrate online and print communications to best habits and fitness tips. Learn how the campaign, the ROI of Internet investments, including digital
meet the needs of all of your physicians? Learn which features a local sports celebrity and an online, and social media. Learn about the various types
how to assess physician preferences and use the interactive tool, resulted in more than 26,000 of e-Metrics and how to show progress, business
information 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 for
process and strengthen connections. Chris Boyer effective Web ROI.
Donna Teach, MS, APR Senior Manager, Digital Communications Mike Schneider
Vice President, Marketing & Public Relations Inova Health System (Falls Church, VA) Executive Vice President
Nationwide Children’s Hospital (Columbus, OH) Chris Bevolo Greystone.Net
President
Interval
Marketing a Newly Formed Medical Group Measuring and Leveraging the Perception Gap Using the Web to Support Complex
In 2009, Legacy Health not only rebranded itself, Between Employees and Consumers Organizations
it also formed a 300+ physician medical group. In today’s social, business, and online environments, Healthcare marketers face tough decisions when
Hear how marketing strategies for promoting the employee advocacy is a critical asset. Examine how trying to strategically promote all the facets of
group have transformed over the last year from the University of Illinois Medical Center at Chicago their complex organizations. Examine how one
traditional approaches, including direct mail and discovered an employee/consumer perception gap large integrated health system balances the
ads, to targeted campaigns that leverage hospital, and what they did about it. strength of its regional brand while maintaining a
physician practice, demographic, psychographic, Camille Baxter friendly, local presence. Learn how to manage
and geographic data. Associate Director of Marketing multiple online brands that meet organizational
Linda Atwill University of Illinois Medical Center at Chicago goals and still provide a seamless user experience.
Marketing Consultant (Chicago, IL) Daryl Thuringer
and Ryan Donohue Vice President, Marketing and Public Relations
Lauren Foote Christensen Brand Director Avera Health System (Sioux Falls, SD)
Director of Marketing National Research Corporation Ben Dillon
Legacy Health (Portland, OR) Gayle Morse Vice President/Corporate Evangelist
Account Planner Geonetric, Inc.
Laughlin/Constable
Special Workshop Sessions
Advance sign-up for workshop sessions is required, although there is no extra charge.
Please see Registration Form.
Pricing, Transparency, and Marketing Strategy
As consumers take on a greater share of healthcare costs, they are increasingly shopping for health
services based on price. Examine the level of consumer interest in healthcare prices, factors driving
retail pricing, and the concept of “price” as a marketing strategy. Hear how price and quality work
together in the value equation and where healthcare is headed in terms of organized, promoted
price packages. Examples of pricing strategies will be shared. Listen and Learn
Concerned about missing out on sessions you
David Marlowe
can’t attend? Can’t make the conference
Principal
this year? Don’t worry. . .you can still benefit
Strategic 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 www.healthcarestrategy.com to register online.
7

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. 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 www.healthcarestrategy.com.
In 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 specialized
systems (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 have
test and integrate industry best practices. As a result, we have earned a played an instrumental role in developing and implementing innovative
reputation as ambitious thought leaders that are continuously helping and customized solutions that effectively address issues confronting
redefine best practices. healthcare providers. Visit www.ecgmc.com.
Barlow/McCarthy consults nationally in strategy development for eVariant’s HealthConnect CRM unites and standardizes all of your
physician 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 or
and 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 that
educates your community, establishes preference, builds loyalty, enhances
patient satisfaction, grows service lines, and supports physician relations Greystone.Net offers services for hospitals including Internet, intranet
and referrals. From powerful, web-based solutions to engaging publications, and portal strategic planning; Web site assessments; e-Metrics, Web
Coffey is your partner in making your marketing stick. To learn more, visit analytics and Web benchmarking/peer comparisons; social media
us at www.coffeycomm.com/sticks 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 providing
all the same services delivered by PhotoBooks: Total Website Solutions; counsel and support for innovative, market-linked strategies to
Find a Doctor Applications; Social Media Platforms; Printed Physician create high-performing, future-ready health systems, forge
Referral Directories. Our enhanced services include Web, Social enduring physician partnerships, and create competitive advantage.
Media and Operations Strategy Development that build on our 18
years of experience in connecting institutions with consumers, patients
and 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 improve
CPM, headquartered in Madison, Wisconsin, is a growth and business targeting, drive profitable revenue, and deliver measurable results. Learn
development partner for healthcare organizations. We fuel hospital more at healthcare.thomsonreuters.com/provider.
growth with smarter strategies in customer relationship management
(CRM), physician relations, planning and forecasting, strategic marketing
and business intelligence. Since CPM was founded 30 years ago, over
450 hospitals have found their competitive edge with us. Find more
information on our products and services at cpm.com. Follow us on
Twitter (@CPMmarketing) and Facebook for healthcare news and updates.
9

10. Details The Ritz-Carlton Orlando
Grande Lakes
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 education 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 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 variety.
to 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 a
College 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 hours
applied toward Category II credits should indicate their
The Ritz-Carlton Orlando, Grande Lakes features 11 exceptional dining
attendance when submitting application to the American
establishments and guest rooms with five-foot private balconies offering
College of Healthcare Executives for advancement
panoramic views of the lakes, pool, and gardens. Plus, guests enjoy easy
or recertification.
access to world-famous, family-friendly attractions such as Walt Disney World
(10 miles), SeaWorld, Discovery Cove, and Aquatica (two miles); complimentary
Car Rental transportation to SeaWorld, Aquatica, Universal Orlando, and Wet ‘n Wild; and
Special meeting rates are available through Avis Rent close proximity to Orlando International Airport (10 miles).
A Car’s Meeting Reservation and Information Desk at
800-331-1600. 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. Registration Questions? Call 866-440-9080, ext. 23
Sixteenth National Summit March 27–29, 2011
The Ritz-Carlton Orlando, Grande Lakes
Healthcare 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 Forum
full 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 $995
title
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 $125
city state zip Branding Workshop $95 $125
CD-ROM of Audio/Handouts
phone fax
$95† for Attendees
$350† Non-Attendees
e-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 Breakfast
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 name on card
room 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 address
Special Workshop Sessions
Tuesday, 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. www.healthcarestrategy.com
Chicago, IL 60611
11

12. Sixteenth National Summit
Healthcare
Marketing Strategies
A 3-Day National Summit on Market-Driven Healthcare Strategy
Featuring 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
www.healthcarestrategy.com
Tel: 312-440-9080
Chicago, IL 60611
Suite 1260
980 North Michigan Avenue