April 17 - 19, 2023 | austin, tx - 28th annual - Forum for Healthcare Strategists
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
28 t h a n n u a l
april 17 – 19, 2023 | austin, tx
FOCUS ON:
Strategic Marketing
Communication Strategies
Interactive & Digital Strategies
Data Strategies With Special
Engagement Strategies Support From
Physician Relations & Sales
Marketware
Join Us at Healthcare’s Leading Marketing &
Physician Strategies Summit
28 t h a n n u a l
The Healthcare Marketing & Physician Strategies Summit (HMPS23)
continues a 28-year tradition of identifying the rapidly changing
healthcare marketing, communications, digital, and physician
relationship opportunities and challenges and tackling them head-on.
It is THE place where actionable strategies and solutions are shared
by senior-level executives from healthcare organizations nationwide.
april 17 – 19, 2023 | austin, tx
Dear Colleague:
Who Should Attend
Throughout the years, the roles of healthcare marketing,
communications, strategy, and physician relations executives HMPS23 is designed for the following
executives from hospitals, health systems,
have evolved and significantly grown. The Healthcare Marketing
academic medical centers, integrated
& Physician Strategies Summit (HMPS) has kept pace with
networks, and medical groups:
those changes, calling attention to important themes, new
developments, and innovations. • Chief Marketing Officers/Marketing
Executives
Regardless of how our roles and organizations have evolved, • Chief Communications Officers/
Communication Executives
a common thread has continued to be the importance of
communicating, connecting, and developing long-lasting • Chief Strategy Officers/Senior Strategists
relationships. Increasingly, those ends are being achieved via • Business Development/Planning
Executives
digital channels—but traditional channels remain important as
well. As the balance evolves, we can learn from our colleagues • Digital/Web/Social Media Strategists
and benefit from sharing success strategies. • Physician Relations & Sales Executives
• Physician Referral/Outreach Directors
That’s why this year’s Summit is more important than ever.
• Public Relations Executives
Through more than 65 cutting-edge sessions, you’ll have the
• Advertising Executives
opportunity to examine the critical issues and challenges your
• CRM Directors
peers face every day. We’re confident that you’ll emerge with new
• Consultants
ideas and strategies that will help you face—and shape—the future.
We hope you’ll join us this year in Austin.
HMPS23 Chairs
The Forum for Healthcare Strategists
provides networks of communication and
support and opportunities for professional
development, with the ultimate purpose
Susan Alcorn Kriss Barlow Chris Boyer Terri Goren of inspiring new, more effective models of
Strategic Counselor Principal Vice President, Digital & Principal
Alcorn Strategic Barlow/McCarthy Marketing Intelligence Goren & Associates, LLC care. www.healthcarestrategy.com
Communications and Beth Israel Lahey Health
Jarrard Phillips Cate &
Hancock
2
Pre-Summit Strategy Sessions Summit Schedule
The Pre-Summit Strategy Sessions are designed to give attendees time to
explore and interact on timely issues. At-A-Glance
Monday, April 17 | 8:00 – 10:00a
SUNDAY, APRIL 16
Note: Separate conference registration fees apply to the Pre-Summit Strategy Sessions.
Please check the Registration Form for details.
3:00–6:00p Registration
Fuel Marketing Impact Using Mapping, Personas & Human MONDAY, APRIL 17
Understanding
Empathy and human understanding have never been more important in 7:30a–5:45p Registration
marketing. Learn how to capture human-centered insights and leverage mixed-
methods research into the strategic and creative design process. Hear how to 8:00–10:00a Pre-Summit Strategy Sessions
build powerful journey maps and related personas. Take home a set of proven
tools and resources! 10:15-11:15a Concurrent Sessions
Christina Deidesheimer, VP, Communications & Outreach, Chief Communications
Officer, Beebe Healthcare 11:15a–12:00p New Attendee Meet & Greet
Jordis Rosenquest, VP, Brand Development & Planning, Baylor Scott & White Health
12:15-1:15p Concurrent Sessions
David McDonald, Co-Founder & CEO, LIFT Healthcare
1:30–2:30p Concurrent Sessions
Crisis Planning for the Modern Moment
2:30–3:15p Break in the Exhibit Hall
Every healthcare communications pro knows that a crisis will come their way.
Join us for interactive scenario planning, laying the groundwork for crisis
3:15–4:15p Concurrent Sessions
communications, then identifying the acuity of different situations and working
through communications plans for each tier in a time-constrained scenario that 4:30–5:45p General Session
mimics the real pressures of a challenging day. Bring your questions, issues, and
crises and let’s practice crisis tools for quick responses. 5:45–7:15p Opening Reception in the
James Cervantes, SVP & Practice Leader and Exhibit Hall
Kim Fox, Partner & Regional Practice Leader, Jarrard Phillips Cate & Hancock
TUESDAY, APRIL 18
Google Analytics 4: What’s It All About?
Google is close to sunsetting its current measurement platform, Universal Analytics, 7:30a–5:00p Registration
and replacing it with GA4, a next-generation tool. You may have added new
tags to your site, but that’s just the start! Attend this hand-on workshop to 7:30–8:00a Continental Breakfast
examine GA4’s new features, learn what to do (and what not to do) as you get
started, and discuss best practices for maximizing your business impact. 8:00–9:15a General Session
Allison Urffer, Director, Marketing Data Intelligence, Geisinger
9:15–10:15a Break in the Exhibit Hall
James Gardner, Director, Healthcare Strategy and
Adrienne Ritchie, Strategist, Growth & Insights, OHO Interactive 10:15–11:15a Concurrent Sessions
Build a Future-Driven MarTech Function 11:30a–12:30p Concurrent Sessions
As consumerism and technology trends continue to reshape the landscape for 12:30–2:00p Luncheon Keynote
health systems, digital transformation is a baseline requirement. Hear how
seasoned leaders are evolving their teams to be future-ready. Examine key roles, 2:15–3:15p Concurrent Sessions
responsibilities, and job functions, as well as the evolution of skills required in
MarTech, content, and more. Explore how to deal with “doing more with less.” 3:15–4:00p Break in the Exhibit Hall
Sue Omori, Executive Director, Marketing Account Services, Cleveland Clinic
Rob Whitehouse, VP, Marketing & Communications, TriHealth 4:00–5:00p Concurrent Sessions
Tom Hileman, CEO & President, Hileman Group
5:00–6:30p Reception in the Exhibit Hall
New Volume Building Strategies in a Competitive Market
With the tightening of physician alignment and economic pressures to grow
WEDNESDAY, APRIL 19
referrals, developing innovative field strategies to beat the competition is front 7:00–11:45a Registration
and center for physician relations leaders. Learn how to manage market
disruptions, reprioritize retention strategies, and enhance business planning 7:00–8:00a Sunrise Breakfast
and targeting. Take home tools and techniques to strengthen relationship-
building skills and grow market intelligence. 8:00–9:15a General Session
Raymond Anderson, SVP & Chief Strategy Officer and 9:30–10:30a Concurrent Sessions
Ann De Los Santos, VP, Physician Partnerships & Strategic Growth, Ascension Texas
Veronica Campbell, Network Director, Physician Relations & Market Development, 10:45–11:45a Concurrent Sessions
HonorHealth
11:45a Summit Adjourns
Susan Boydell, Partner, Barlow/McCarthy
3
MONDAY, APRIL 17, 2023
STRATEGIC MARKETING COMMUNICATION STRATEGIES INTERACTIVE & DIGITAL STRATEGIES
Sponsored by Wolters Kluwer Sponsored by Revive Sponsored by Reason One
Balancing the Brand Care Team Reducing Health Inequities: Identifying Execute a Sizable Web Content Update
10:15 – 11:15a
Marketers at Arkansas Children’s saw the Needs of Specific Patient Populations Children’s Health set out to update more than
benefit of working with a coordinated team Good Shepherd Health Care System analyzed 2,000 web pages. The goal…to boost search
of subject matter experts, both within and community health data to uncover disparities results and increase appointments to key service
outside the organization. Hear how they and opportunities for care. Examine how they lines. Hear about the tools used to prioritize
orchestrate collaborative teams of best-in- use multimedia and digestible content to help service-lines and how they created standardized
class partners across the marketing spectrum address such issues as obesity and nutrition, content templates; gained physician buy-in;
to plan and deploy campaigns smarter, faster, health screenings, and behavioral health and kept writers, reviewers, and stakeholders
and in line with systemwide goals. access with target audiences. on-track. Initial results…a 142% increase in
Stephanie Pierce, VP, Strategic Marketing Jessica Reker, RN web traffic to revamped pages and a 236%
Arkansas Children’s Director, Community Health & Outreach and increase in appointment requests.
Joel Cessna, VP, Sales, Eruptr Catherine Wisniewski Kristen Kimmel, Director Digital Marketing
Mickey Wildt, Associate Director, Client Community Health Educator Children’s Health (Dallas)
Engagement, Core Health Good Shepherd Health Care System Justin Matlick, Founder
Lauren Minors (Facilitator), Marketing Manager Jana Distefano Message Lab
Reason One Director of Community Health, PRC
A Proactive Strategy for Sponsorships & The Power of Video Brand Story Building The Digital Team of the Future
12:15 – 1:15p
Partnerships Video is one of the most powerful brand Digital teams are evolving to shape consumer
Are your sponsorships relevant and aligned story building mediums. Hear how brands and provider experiences. Hear how digital and
with your brand? Learn how to evaluate use video to tell their stories in impactful, marketing executives partner with CIOs and
longstanding commitments and create a cost-effective ways. Examine topics including others as they hire, train, and retain employees.
proactive strategy and rules of engagement ideation, content planning and strategy, Examine the data and tools needed to improve
across marketing, community relations, DEI, budgeting, video scripting, filming and effectiveness in a cost-effective way.
and the executive team. Hear how to do an production, repurposing, and curation. Pamela Landis, SVP Digital Engagement
effective asset mix evaluation and opportunity David Perry Hackensack Meridian Health
analysis to preserve mission, community EVP, Strategy Margo Schneider, Senior Executive Director,
benefit, and political capital. Bowstring Studios Digital Strategy, UW Medicine
Kathy Smith Matthew Sluzinski, Senior Director, Digital &
VP, Chief Marketing & Digital Officer Web Strategy, RUSH
Roper Saint Francis Healthcare Dalal Haldeman (Facilitator), CEO
Matt Yonan, President Haldeman Marketing, LLC
Tigris Sponsorship & Marketing, Inc.
The Long & Short of It: Brand-Building vs. From Celebration to Violence Lead with Content Strategy for a
1:30 – 2:30p
Acquisition Healthcare workers have gone from being Successful Rebrand and New Website
As the pressure for proving marketing celebrated as heroes to encountering an Kettering Health focused on content and
effectiveness builds, marketers struggle alarming rise of violence. Hear how to build digital strategy to promote its rebrand. Hear
with the right balance of brand-building and a better environment by listening to team how the content strategy created powerful
acquisition marketing, and especially the members and working with the C-suite user experiences that generated a 20%
proper measurement of each. Examine an to review and update policies. Explore increase in Net Promoter Score and a 235%
evidence-based model to build, execute, technology solutions, communications, lift in location engagement. Learn how
and assess a balanced, efficient marketing and advertising aimed at supporting workers Kettering uncovered stories, aligned teams,
program. Hear how a long and short and ensuring safety. and defined a clear “why” for content.
marketing structure can put roles, budget Elizabeth Baker, Executive Director, System Jimmy Phillips, VP, Marketing & Communications
allocation, measures, and expectations into Marketing Kettering Health
the right perspective. Indiana University Health Ahava Leibtag, President
Bill Robertson, CEO, MultiCare Health System Ara Telbelian, Director of Marketing, Brand Aha Media Group
Jerry Hobbs, President, PrairieDog Management & Marketing Operations Brandon Scott, VP of Digital
Henry Ford Health Ten Adams
EHR Powered Marketing: Supercharge Communication Strategy Counts During The Time is NOW to Prepare Your Website
3:15 – 4:15p
Your Marketing Game Labor Unrest for the 5G Revolution
An EHR can support an organization’s Negotiations between hospitals and unions Increasingly, healthcare organizations are
marketing priorities, including communication have always been complicated. Today, they focused on connecting with customers
with patients before, during, and following are regularly becoming longer in duration and whenever and wherever they want. The
their visits. Hear how integrated delivery more contentious, and are receiving a higher goal…to strengthen customer loyalty and
networks can better engage their patients, level of public scrutiny. Hear how to develop protect market share. But, can your website
and increase loyalty, by leveraging the EHR strategies to communicate effectively with infrastructure and content support this faster
functionality internal and external audiences. Examine the connection? Hear how to prepare your
Don Stanziano, Chief Marketing & impact on your brand. website to bring out the most in your content.
Communications Officer Maureen Richmond Christopher Catallo
Geisinger VP, External & M&A Communications Chief Executive Officer
Sam Seering, Product Manager – Cheers Bon Secours Mercy Health HealthNxt | a Tech Mahindra Company
Epic Alan Shoebridge Sujal Raju
Ben Texter, Co-CEO & Co-Founder AVP, National Communication Founder & CTO
Digital Health Strategies Providence Enqbator
Sponsored Wow, Work With, and Win Customers Now
4:30 – 5:45p
by Actium A “one size fits all” customer experience is no longer viable. Understanding and catering to customers—including
Health employees and physicians—based on racial, ethnic, generational, and lifestyle differences is key to exceeding
expectations. Hear how to listen to customers…really listen.
Kelly McDonald, Diversity, Marketing & Customer Experience Expert & Bestselling Author
4 5:45 – 7:15p OPENING RECEPTION IN THE EXHIBIT HALL Sponsored by DoximityMONDAY, APRIL 17, 2023
DATA STRATEGIES ENGAGEMENT STRATEGIES PHYSICIAN RELATIONS & SALES
Sponsored by IQVIA Sponsored by Marketware
Market-Specific Intelligence Can Teamwork, Passion & Consumer Insights: Money is Tight: Challenges & Actions for
10:15 – 11:15a
Safeguard & Grow Your Network Bring a New Brand Promise to Life Your Referral Program
By turning data into intelligence, CHRISTUS UMC Health System transformed from “just” a The current environment has previously
Health is tackling patient out-migration and county hospital to the market share leader by high-performing organizations struggling to
physician referral leakage. Hear how visibility optimizing its brand’s position in consumers’ meet financial goals. What’s the role of the
into provider-specific referral patterns, minds. Examine how market research guided physician relations team? This off-the-record,
loyalties, and patient interactions fuels the process to ensure internal and external interactive discussion will shine a light on the
field conversations that support physician consistency. Hear how to engage buy-in and challenges and how teams are responding.
alignment and network expansion. Examine commitment to living the brand. Speakers TBD
how claims data is used to identify unmet Susie Pfeiffer, Creative Director
needs and opportunities for growth. and
Keith Yezer, VP, Strategy Management Kala Waits, Director of Marketing
CHRISTUS Health UMC Health System
Michael Faulkenberry, VP, Strategic Advisory Rob Klein, Founder & CEO
Services Klein & Partners
Stratasan, a Syntellis Company
Big Data vs. Thick Data: The Road to Data- Engage Consumers with Custom Experiences Hire, Train, Develop & Retain the Right Team
12:15 – 1:15p
Driven Marketing Built around technology, the UPMC marketing Having the right team in place and knowing
When you combine the powers of quantitative team focuses on supporting consumers’ how to get the most out of them is key
and qualitative data, the possibilities are endless. needs for health and wellness content to delivering results in today’s healthcare
Examine approaches as well as limitations. Learn while providing opportunities to connect to environment. Learn how to assess your
how to apply the principles of sound market advanced care providers. Learn how UPMC current talent, determine what skills and
research, ethnography, and critical analysis to has grown its digital footprint and increased capabilities may be missing, and implement
healthcare problem solving. Hear practical its opt-in consumers, online conversions, solutions for addressing gaps—whether
steps to achieve true data-driven marketing. content creation, and website engagement through internal development or new
Dean Browell exponentially. Hear how data informs internal recruitment. Hear how to work with HR for
Principal and external stakeholders. successful efforts!
Feedback Christine Lesniakowski John Hall, SVP, Corporate Sales
Danny Fell Director, Digital Media and CommonSpirit
Senior Strategist Lindsey O’Donnell Christy Stallings-Shoemake
Optum Senior Director, Digital Strategy Corporate Senior Director of Provider Relations
UPMC Community Health Systems
Tracking Results: From First Contact to Re-Engage Lapsed Patients Robust Internal Engagement Strategy
1:30 – 2:30p
Downstream Revenue Consumers know preventive care is important, Leads to Success
From digital to direct mail to outdoor advertising, but COVID disrupted the normal cadence. Hear By their nature, physician relations programs
tracking impact of your campaigns is critical how two systems used CRM to strategically are externally focused. Yet, understanding the
to demonstrate ROI. But following a customer target lapsed primary care and mammography strategic direction of the organization, and
from first contact to downstream revenue is an patients and motivate re-engagement, leadership goals and values, is mandatory for
ongoing challenge. Hear from an organization resulting in a positive ROI. Examine how to success. Hear how Mayo developed a process
that has cracked the code and is successfully implement landing pages that make the for true engagement, one that focuses on
tracking patients from CRM to EHR to better patient journey easier. Learn how to determine working with the internal team to design an
understand the effectiveness of their areas of success and opportunity. approach, as well as outcomes for success.
marketing and adapt strategies as needed. Janice Lamy, Chief Marketing Officer Angela Puffer
Vikash Negandhi, MD Franciscan Missionaries of Our Lady Health System Operations Administrator – Enterprise Referring
VP of Operations, Ardent Health Stacey Nelson, Marketing Director Provider Office
Chief Medical Officer, Verato Parkview Health Mayo Clinic
Mark Erwich Cheryl Hodgson, Senior Account Director
Chief Marketing Officer, Verato LionShare
Decode Your Marketing Technology Strategy Strategic Patient Engagement in a Highly Impactful Roadmap to Results: Using Data
3:15 – 4:15p
Marketing technologies are constantly changing. Competitive Market & Market Intelligence
Join digital leaders to decipher the components In New York’s highly competitive market, AdventHealth has developed a thoughtful and
of a MarTech stack. Hear how to prioritize Catholic Health (Long Island) launched a intentional outreach plan driven by data and
technology investments; develop business CRM-intelligence-driven campaign to help market intelligence. Examine the steps. Hear
cases; and leverage digital technologies to patients understand their cardiac risks. Hear how to develop confidence and resiliency
support organization-wide strategies. how patient data was used to build tailored in the field while executing strategies. Learn
Chris Boyer, VP, Digital Strategy & Marketing AI Models for intelligent audience generation how to build internal and external alignment
Intelligence, Beth Israel Lahey Health and outreach, and to develop targeted of goals.
Jeremy Harrison, Director, Digital Services personalized communications. Examine Brad Jones, Division Director of Physician
MultiCare Health System the results. Relations
Aaron Watkins, Sr. Director of Internet Strategy Scott Orstad, VP, Marketing and
Johns Hopkins Medicine Catholic Health Kelly McBreen, Physician Relations Manager
Jenn Misora, VP, Client Success Group AdventHealth West Florida
Actium Health
Sponsored Wow, Work With, and Win Customers Now
4:30 – 5:45p
by Actium A “one size fits all” customer experience is no longer viable. Understanding and catering to customers—including
Health employees and physicians—based on racial, ethnic, generational, and lifestyle differences is key to exceeding
expectations. Hear how to listen to customers…really listen.
Kelly McDonald, Diversity, Marketing & Customer Experience Expert & Bestselling Author
5:45 – 7:15p OPENING RECEPTION IN THE EXHIBIT HALL Sponsored by Doximity 5TUESDAY, APRIL 18, 2023
Digital Transformation: Design Your Future
8:00 – 9:15a
We don’t have a choice on whether we digitally transform...the choice is how well we do it. The key is not only
understanding digital trends—social media, loT, AI, Blockchain, mobile, and more—but understanding how they work
together. Leaders in this digital age are made, not born. Examine current and future digital trends to maximize your
organization’s impact.
Erik Qualman, Top Digital Transformation Expert, Futurist & Bestselling Author
STRATEGIC MARKETING COMMUNICATION STRATEGIES INTERACTIVE & DIGITAL STRATEGIES
Sponsored by Wolters Kluwer Sponsored by Revive Sponsored by Reason One
How to Handle the Tough MarCom Integrate DEI Into Your Culture The Social Determinants of the Healthcare
10:15 – 11:15a
Questions Healthcare organizations are committed to Consumer
Leaders of Mount Sinai’s MarCom team will integrating diversity, equity, and inclusion Healthcare consumers are driven by
provide a toolkit to guide you in answering practices into culture. Join a panel of your convenience, access, cost, relationships,
the tough questions from stakeholders. colleagues and explore how MarCom leaders and flexibility. Can healthcare organizations
Examine responses when the requests for can impact the brand’s ability to connect with meet consumer expectations? Indeed, what
support seem difficult or unreasonable. Bring diverse communities, as well as help drive DEI kind of technology is required to do just
your own scenarios and join us for real-world within their own organizations. that? Examine the intersection between what
role playing! Deb Pappas, VP, Chief Marketing & drives healthcare consumer behavior and the
Wendi Chason, Senior Group Director, Service Communications Officer ongoing struggle healthcare organizations
Line Marketing and Connecticut Children’s Medical Center have in meeting their needs.
John Davey, VP, Marketing Technology and Victor Reiss, System VP, Consumerism & Matt Gove, Chief Marketing Officer
Lucia Lee, VP, Public Affairs and Insights, UNC Health Summit Health
Karen Wish, VP & Chief Marketing Officer Michiko Tanabe, VP, Chief Marketing Officer, Brian Gresh, President
Mount Sinai Health System Stanford Health Care Loyal
Chris Bevolo, Chief Brand Officer, Revive
Brand Lessons from Outside Healthcare Coping with Controversies Taming the Online Scheduling Beast
11:30a – 12:30p
Piedmont Healthcare, led by a Chief Every organization will be dealing with a Luminis Health’s newly launched website
Marketing Officer who came from outside divisive issue over the next few years. Will your delivers a one-of-a-kind digital consumer
healthcare, is disrupting tradition using data, organization take a stand or stand back and experience. Examine the preparation and
insights, and change management tactics let the controversy swirl? Join your colleagues launch, including how questions about
in new ways. In this fireside chat, you’ll hear for an off-the-record, interactive discussion. technology selection and integration with
how perspectives born from B2B and B2C Selima Khan, VP, Marketing & Corporate MyChart and other platforms were addressed.
experience at Proctor & Gamble and Georgia- Communications, Memorial Healthcare System Hear how open access to scheduling
Pacific shape unique approaches that Michael Knecht, EVP, Chief Marketing & increases patient access, reduces wait times,
challenge expectations and drive change in Communications Officer, RWJBarnabas Health and improves the patient experience.
support of creating an ever more hassle-free, Gayle Sweitzer, VP, Marketing & Corporate Jes Burke, Senior Web Strategist, Developer &
unified healthcare experience. Communication, The University of Kansas Hospital Data Architect and
Douwe Bergsma, Chief Marketing Officer Susan Alcorn (Facilitator), Strategic Counselor, Eileen Harberts, Director, Marketing & Digital
Piedmont Healthcare Jarrard Phillips Cate & Hancock Experience, Luminis Health
Justin Wartell, Managing Principal, Monigle Bryce Cannon, President, Modea
12:30 – 2:00p LUNCHEON & FIRESIDE CHAT with Sam Glick, Global Leader, Health and Life Sciences, OliverWyman
Loyalty Killers: What’s Driving Patients Away? New Media Channels for a Changing TikTok in Healthcare
2:15 – 3:15p
With record levels of care deferment, stubbornly Audience Nationwide, healthcare organizations are
high levels of ‘no preference,’ and consumers To attract the attention of consumers in a integrating TikTok into their marketing
who complete a care journey with no desire to changing media marketplace, University strategies. Hear how to create content that
return, healthcare has a commitment problem. Hospitals is focusing on new channels to inspires and educates! Examine lessons
Examine the factors that interrupt loyalty and connect with them whenever and wherever learned and next best steps from early
keep patients from connecting to a provider they consume content. Hear how they’ve adopters.
before, during, and after care. Learn the increased engagement among diverse Katie Hunter
surprising ideas and tactics that can reverse audiences through the use of podcasts, Senior Creative Specialist and
the loyalty dip and restore relationships influencers, and more. Stephen Strong
between caregivers and care receivers. Joanna Laytin, VP, Brand Marketing Director, Digital Marketing
John Berg, AVP, Marketing University Hospitals Northwestern Medicine
UF Health Anna Clement, Director, Healthcare Vertical Diane Lang
Ryan Donohue, Strategic Advisor Pandora | SXM Media Director, Social Media
NRC Health Nationwide Children’s Hospital
Stories from the Trenches: What’s Change Unify Brand & Recruitment Marketing UX Research: Provide a Roadmap for Success
4:00 – 5:00p
Got to Do with It? Too often, recruitment marketing is No matter how good your web designers
Your lives are likely to change again…soon. conducted in isolation of brand marketing. are, they’re not your users. Whether you’re
Is there a new CEO? A merger or acquisition? Yet, unifying the two brings cohesiveness. designing new digital capabilities, battling
Budget cuts or staff reorganizations? Join Hear how Michigan Medicine and Moffit internal stakeholders, or dealing with an
your colleagues for this interactive, off-the- Cancer Center did just that! Examine the underperforming website, user experience
record session. lessons learned and results. (UX) research has a wide range of tools to
James Blazar, EVP & Chief Strategy Officer Rian Brooks, Manager, Workforce Planning help. Hear how UX research can engage
Hackensack Meridian Health & Talent Acquisition and consumers, drive revenue and impact the
David A. Feinberg, SVP, Chief Marketing & Rebecca Priest, Director of Marketing bottom line.
Communications Officer, Mount Sinai Health Michigan Medicine Eric Fletcher
System J. L. Grayson, Brand Strategy Manager SVP, Chief Strategy Officer
Suzanne Hendery, Chief Marketing, Moffitt Cancer Center Mary Washington Hospital
Communications & Customer Officer, Renown Health Joel English, Managing Partner Ben Dillon
Jean Hitchcock (Facilitator), CMO BVK Chief Strategy Officer
Phoenix Children’s Hospital Geonetric
6 5:00 – 6:30p RECEPTION IN THE EXHIBIT HALLTUESDAY, APRIL 18, 2023
Digital Transformation: Design Your Future
8:00 – 9:15a
We don’t have a choice on whether we digitally transform...the choice is how well we do it. The key is not only
understanding digital trends—social media, loT, AI, Blockchain, mobile, and more—but understanding how they work
together. Leaders in this digital age are made, not born. Examine current and future digital trends to maximize your
organization’s impact.
Erik Qualman, Top Digital Transformation Expert, Futurist & Bestselling Author
DATA STRATEGIES ENGAGEMENT STRATEGIES PHYSICIAN RELATIONS & SALES
Sponsored by IQVIA Sponsored by Marketware
Patient Loyalty: An Analytical Solution Personalization vs. Privacy: Balancing Reduce Referral Leakage with Analytics
10:15 – 11:15a
Relationships between primary care providers Ethics & Compliance Using data from internal systems as well
and patients are more important than ever. With so much information available to as third-party claims, this organization has
But quantifying those relationships, as well as marketers, and increased demand for developed a process for successfully tackling
a patient’s willingness to change providers, personalized marketing, how do you ensure referral leakage. Examine the process, which
has been difficult. Examine a unique approach your targeting and segmentation approaches identifies leakage points, targets efforts where
to assessing loyalty/likelihood to switch are not only effective but also compliant? Join they are most needed, and uses performance
using claims-based analytics and propensity your colleagues to examine best practices. data to measure results. Hear how alignment
modeling. Hear how the answers can tie Jeremy Rogers, Executive Director, Digital is hardwired and enforced.
strategic growth and functional marketing Marketing & Experience Josh Cameron
together. Indiana University Health Executive Vice President
Milissa Holland, Director of Healthcare Sarah Sanders, Chief Marketing & Brand Marketware, A Division of Medsphere
Coastal Cloud Experience Officer, UCSF Health
Bill Moschella, CEO & Co-Founder Thomas Ingalls, JD, Member, Cozen O’Connor
Populi John Simpson (Facilitator), Co-CEO &
Co-Founder, Digital Health Strategies
Data Drives Enterprise-Wide Patient Omnichannel Engagement & Healthcare’s Emory’s Data Journey: Lessons & Pitfalls
11:30a – 12:30p
Engagement Strategies CX Balancing Act Over the past 12 years, Emory Healthcare
Franciscan Health’s “Enterprise-Wide CRM” Meeting consumer expectations for has advanced its level of data sophistication,
approach connects and aggregates data to personalized, omnichannel engagement moving from macrolevel, hand-collected data
make it available and useful across the ENTIRE can be a challenge in healthcare. Hear how to sophisticated microlevel data gathered
healthcare journey. Learn what’s needed to St. Luke’s digital approach is meeting the from multiple sources. Examine the journey,
gather and combine external data and how to challenge, as well as reinforcing brand values including how to gain organizational buy in
use it to make informed decisions about care such as non-discrimination, exceptional for data validity and operational support for
that will build loyalty, drive retention, improve patient experience, and community health. addressing issues uncovered by data. Learn
clinical outcomes, and increase lifetime value. Cindy Graham how to avoid common pitfalls.
Larry Meade, System Marketing Director, Director of Digital Strategy Lori McLelland, RN
Engagement Platform St. Luke’s Health System Corporate Director, Integration Outreach
Franciscan Health Annie Haarmann Emory Healthcare
Rachel Beachy, Sr. Director, Growth Strategy Head of CX Strategy, North America Aviva Zupancic
Innovaccer Reputation Director, Healthcare Analytics Offerings, IQVIA
12:30 – 2:00p LUNCHEON & FIRESIDE CHAT with Sam Glick, Global Leader, Health and Life Sciences, OliverWyman
We Finally Have CRM! Now What? Make It Easy for Patients to Take Action Accelerate the Time to Physician Engagement
2:15 – 3:15p
With no prior CRM infrastructure or The time is NOW for healthcare organizations Ochsner redesigned its physician engagement
experience, UCSF Health established an to activate patients before, after, and between approach to become a leading regional
enterprise platform. Learn how marketing can each visit—and personalization is the key. referral destination. Learn how decision
be a strong partner for digital transformation Learn how to use advanced analytics to factors research, best practice benchmarking,
across the organization. Hear how to unify uniquely adapt communication channels and insights from gaming were used for
datasets, including EMR, CRM, CMS, MSO, and content to the individual. Hear how executive buy-in, improved execution, and
and platforms for engagement and marketing the approach eliminates common barriers quicker impact. Examine results from their
automation. Examine the challenges, wins, to patient engagement by digitally guiding first campaign, highlights of their multi-
opportunities, and impact on customers. patients to the services they need while faceted physician engagement strategy, and
Molly Busch, CRM Campaign Manager and driving a significant ROI. how they’re using technology.
Kellie Spellman Davis, CRM Marketing Strategist Ben Albert Courtney Patrick, Marketing Manager
and CEO & Co-Founder Ochsner Health
Marc Fredson, Director, Marketing Operations, Upfront Ryan Nash, President
Technology & Analytics, UCSF Health RTRN Strategy, an Endeavor Management Company
Achieve Population Health Goals with CRM Improve Customer Experience with a Lessons for Smaller Teams: Balancing the
4:00 – 5:00p
& Marketing Automation Disruptor Mindset Many Obligations
Emory Healthcare’s marketing team helped Health system efforts to improve the customer Doing more with less is a challenge for
the system meet the population goals of its experience often focus on the patient care everyone, but even more so for physician
clinically integrated network by using CRM component at the expense of the beginning relations teams in specialty practices or rural
and marketing automation tools. Three and end of the journey. Learn how to take a markets. How do you accomplish all you
months after the launch of automated disruptor mindset to identify pain points and need to do with a small team? When do you
campaigns to achieve shared savings and develop and implement solutions that improve say no? Hear proven, practical lessons from
quality gaps, the system booked more than access, convenience, and more. the trenches.
1,100 annual wellness visits, with efforts for Matt Gove, Chief Marketing Officer, Summit Health Ashley Hilliard
mammography and colonoscopy to follow. Katie Logan, Chief Consumer & Strategic Sr. Director, Practice Growth & Referral Relations
Hear how! Planning Officer, Piedmont Healthcare Texas Oncology
Amy Comeau, VP, Marketing and Sumi Paul, Senior Director, Content Marketing Zan Smith, DNP, MHA, MSN, RN
Jared Johnson, Senior Manager, CRM Analytics Ria Health Director of Service Line & Program Development
Emory Healthcare Adventist HealthCare System Fort Washington
Sondra Brown (Facilitator), President, MDRG, Inc.
Medical Center
5:00 – 6:30p RECEPTION IN THE EXHIBIT HALL 7WEDNESDAY, APRIL 19, 2023
7:00 – 8:00a SUNRISE BREAKFAST: SHARE YOUR THOUGHTS
Stay Tuned
8:00 – 9:15a
STRATEGIC MARKETING COMMUNICATION STRATEGIES INTERACTIVE & DIGITAL STRATEGIES
Sponsored by Wolters Kluwer Sponsored by Revive Sponsored by Reason One
A Market Development Plan for Growth Mental Health: A Call to Action Leverage SEO to Drive Patient Acquisition
9:30 – 10:30a
UT Southwestern worked with a cross- You’ve read the statistics. You’ve seen & Satisfaction
functional team including Strategy, Physician the impact. Anxiety and depression have With over 70% of people consulting Dr.
Outreach, Marketing, and Operations to increased by a massive 25% globally, Google to find health information, it is
develop a Market Development Plan for according to WHO, and possibly more. increasingly important to understand
growth. Hear how to identify key stakeholders Yet, people wait weeks or even months Google’s constantly changing algorithms
to drive collaboration, as well as to bring to access behavioral health services. Join and how it surfaces results. Hear how
alignment to the Clinical Strategic Plan. your colleagues to explore the direct, Beacon Health leveraged technology to
Review a tracking system for process, and in-direct, implications for marketing, drive significant SEO improvements by
prioritization, and accountability. communications, digital, and physician understanding Google and the “Google
Alan Kramer relations executives. machine.” The results? Increased patient
Associate VP, Health System Emerging Strategies Martin E. Hickey, MD, Chairman of the Board, satisfaction and acquisition.
& Market Development True Health New Mexico & New Mexico State Matt Klawitter
and Senator Senior Digital Strategist, Beacon Health System
Pamela Zippi Chris Hemphill, Sr. Director, Commercial Carrie Liken
Assistant VP, Market Development Strategy Intelligence, Woebot Health Head of Industry, Healthcare, Yext
UT Southwestern Medical Center
Marketing Strategy for Small Budgets in Managing the Partnership Implications of UTSW Digital Strategy to Execution
10:45 – 11:45a
Complex Markets Rebranding UTSW set out to build a unified digital
Located in a highly competitive and complex Rebranding can clarify and deepen experience by integrating their key patient-
market on the Eastern seaboard, Bayhealth partnerships, ensuring connection with facing applications, including MyChart, Find
competes with local, regional, and super patients and employees. Hear proven ways a Provider, Video Visits, Wayfinding, and
regional competitors with national draws. to engage with partners that will gain their more. Learn more about their strategy to get
And they do so with shrinking budgets. Hear support and encourage cooperation. Learn buy-in from internal stakeholders, journey
how they work on a constant stream of how to manage the complexities that to implementation, and adoption efforts that
rapid innovations, developing low budget arise when multiple entities provide care led to over 50,000 users, 1,000 reviews in the
marketing strategies that drive recruitment, and service from a single location while app store, and a 4.8 star rating in the first few
generate volume, and create grass-roots maintaining brand integrity. months after rollout.
brand awareness. Holly Sullivan, VP, System Brand & Marketing Chelsea Landon
Kevin Snyder Corewell Health Director, Health System Emerging Strategies
VP, Marketing & Communications Donna Lee Ubertalli, VP, Marketing & Digital UT Southwestern Medical Center
Bayhealth Channels, Dana-Farber Cancer Institute
Paula Serios, SVP Philip Guiliano, Partner, BrandActive
BVK
Let’s Talk Sessions
HMPS23 Exhibit Hall
Increasingly, the issues facing healthcare Are you looking for help with your website?
marketing, communications, digital,
Content strategy? CRM or analytics
and physician relations executives
solutions? Market strategy? Physician
change in the blink of an eye. Now
outreach or referral development? Visit
more than ever, sharing and learning
from your colleagues is key. To that with top solutions vendors in the HMPS23
end, the HMPS23 agenda features Exhibit Hall! Don’t miss this opportunity to
a number of Let’s Talk Sessions,
New Attendee Meet & Greet! learn about the latest and greatest solutions
facilitated sessions led by seasoned Are you new to HMPS? Are you wondering for all of your marketing, communications,
healthcare executives and designed how to maximize your experience? Join digital, and physician relations needs.
for interactive dialogue. Look for the Advisory Panel members and faculty
Let’s Talk symbol and join in the at the New Attendee Meet & Greet on
off-the-record conversation! Monday for lunch and talk!
Summit Scholarships
Interested in attending HMPS23 but don’t have the budget?
Apply for a Summit scholarship sponsored by Prairie Dog:
www.healthcarestrategy.com/summit/scholarships.
8WEDNESDAY, APRIL 19, 2023
7:00 – 8:00a SUNRISE BREAKFAST: SHARE YOUR THOUGHTS
Stay Tuned
8:00 – 9:15a
DATA STRATEGIES ENGAGEMENT STRATEGIES PHYSICIAN RELATIONS & SALES
Sponsored by IQVIA Sponsored by Marketware
Data Engages Providers in Patient Create Patients for Life Boost Pediatric Referrals with Content
9:30 – 10:30a
Experience Keeping patients throughout their lives is Does your referring physician content engage
Observational research harvests stories rich key. Hear how to develop tactical plans, loyalists and splitters and lead to great
in facts and feelings that shed new light on including marketing automation and relationships and volume growth, or does it
patient ratings…and physicians listen! Examine outreach, targeted at segmented audiences. need improvement? Learn how to gauge the
the use of mystery shopping data to engage Examine the use of internal and claims data strength of your content, identify gaps, and
providers in real solutions that elevate the to develop a focused campaign strategy. develop a strategy to capitalize on what’s
patient experience. Documenting facts and Learn how to develop a results dashboard working and improve what isn’t.
feelings, mystery shoppers hold up a mirror to share the success. Teddi Marzofka, Clinical Content Strategist
on people, processes, and environmental Chelsea Osoling, Marketing Consultant and Gillette Children’s Specialty Healthcare
factors that either build or erode trust. Laura Simson, Advertising & Brand Manager Garland Stansell, Chief Communications Officer
Hear how! Children’s Wisconsin Children’s of Alabama
Jean Bunker, VP, Marketing, Communications Kathy Dean (Facilitator), Senior Advisor Nancy Vanselow, Senior Manager, Marketing
& Physician Relations SPM Group Development, Children’s Wisconsin
MedStar Medical Group Shannon Cummins, VP, Business Development
Kris Baird, President/CEO, Baird Group GLC, part of SPM Group
From Healthcare to Health: Personalization How to Ensure Physicians Actually Care Strategies for Field Success: Skills Matter
10:45 – 11:45a
at Scale About Your Content In relationship strategy, field staff must be
Most healthcare organizations struggle Physicians aren’t your typical consumers. able to connect with referring physicians.
to turn their extensive data resources into They’re notoriously hard to reach, and getting Learn techniques and innovations for success,
compelling experiences. Hear how to meet your message seen, read, and digested can including how to get through the door, prove
the challenges around adjusting personalized be a challenge. Learn how Catholic Health your value-add, and gain internal traction.
content and data to scale, access, self-service cracked the code on creating compelling Examine field tested actions to fine-tune your
opportunities, and price transparency. Examine content that captures physicians’ attention gatekeeper technique, as well as strategies to
how to transform patient and member and keeps them engaged. Hear the results. create messages that resonate.
experiences to drive growth, engagement, Sumita Yadav Penny Nichols
and longer-lasting relationships. System VP, Operations & Cardiovascular Service Line Physician Outreach & Referral Management
Adam Rice Catholic Health Executive
SVP, Marketing Amit Phull Adventist Health
CommonSpirit Health Medical Director & SVP, Strategy & Insights
Tom Swanson Doximity
Head of Healthcare Strategic Marketing
Adobe
Visit the Forum at www.healthcarestrategy.com/register to register online.
Hotel Information Reserve
Your
The official hotel for the Summit is the JW Marriott Room
Austin. Located in the heart of downtown Austin,
the hotel is just steps from the best attractions,
dining, and entertainment Austin has to offer.
To reserve a room at the special rate of $295 single/
double, click here or call the hotel at (512) 474-4777
and identify the meeting as the “Healthcare Marketing
& Physician Summit.” The room rate includes guest
room Internet access, as well as Health Club access.
Be sure to make your reservations early! The room
block will be released on March 24th, but is likely to
sell out before that date.
9Summit Sponsors
Diamond Sponsor
oyal is an end-to-end digital and AI-powered solution spanning the entirety of the patient
L
journey. Guiding patients through every step of their omni-channel healthcare experience,
we are the preferred solution among leading health systems. Advancing quality health is at
the heart of everything Loyal does.
Platinum Sponsors
Actium Health is the CRM intelligence and patient activation engine that unleashes the
untapped value of health systems’ accumulated patient data, using sophisticated predictive
analytics to generate prioritized next best actions and enable proactive, ongoing dialogue
with every individual healthcare consumer.
Coastal Cloud is a Salesforce Healthcare Expert Partner with deep experience with physician
relationships, healthcare marketing, and patient consumer experience. Coastal Cloud has
been awarded the Global Salesforce Partner Innovation Award in Customer Success for two
years in a row.
Digital Health Strategies is one of the nation’s leading healthcare fundraising solutions
providers. Leveraging data science, digital technologies and creativity, we develop and
implement innovative programs to solve the most complex marketing and fundraising
challenges for some of the largest health systems in the country.
Doximity is the largest medical network with 1.8M+ verified members, enabling collaboration
across specialties and every major medical center. Members can search and find clinicians,
stay up-to-date with the newsfeed of medicine, exchange HIPAA-secure messages, and
engage in telehealth visits.
Marketware’s Physician Strategy Suite includes 4 web-based platforms designed to
Marketware strengthen the competitive advantage for healthcare teams working in physician relations,
analytics, recruitment and onboarding.
Modea is a healthcare digital consultancy focused on improving the patient experience
by helping organizations establish and nurture strong relationships with their customers.
We specialize in designing and building digital consumer experiences and providing digital
transformation consulting for healthcare organizations.
NRC Health is committed to achieving Human Understanding and bringing healthcare
organizations closer to their customers. Helping its partners design experiences that exceed
expectations, inspire loyalty, and improve well-being, NRC Health is enabling organizations
to understand what matters most to each person they serve.
Populi is an Analytics-as-a-Service company that makes access to Commercial Healthcare
Analytics easy. We enable healthcare organizations to market and sell to patients, consumers,
and healthcare providers, by delivering the analytics they need in the platforms they work
in everyday.
Revive works with brands who lead the way in health—brands that drive transformation,
make things better, shape the future of health. We deliver success by building brand,
marketing, advertising, and communications solutions that are effective today and prepare
our clients for tomorrow.
10Summit Sponsors, continued
Gold Sponsors
Enqbator creates digital solutions, from websites and mobile applications to custom portals
and integrations. We’re proud of our healthcare partnerships and our dedicated team is ready
to work for you.
IQVIA is a leading global provider of advanced analytics, technology solutions and clinical
research services to the life sciences industry dedicated to creating intelligent connections
that deliver unique innovations and actionable insights.
Julia Balfour, LLC solves problems. Design, development, and branding – traditional or way
outside the box, we inspire change in every way.
LionShare’s exclusive platform ignites CRM efforts to create sophisticated, automated
marketing and relevant conversations, resulting in quantifiable ROI, marketing objectives met,
and your efforts proven. As your partner, we create measurable, data-driven marketing efforts
with unmatched support and unmistakable smarts.
Monigle is a creative experience company fueled by humanizing brands that move people.
Our teams create and deliver powerful brand experiences across a spectrum of services,
including insights, strategy, creative, culture, activation, branded environments, and BEAM.
Reason One is a full-service digital agency serving healthcare systems and foundations.
With a full suite of services, we design websites, intranets, and campaigns that connect in a
consumer-centric way.
Reputation is a unified platform to drive provider selection, connect patients with doctors
and improve care with deep insight into patient feedback!
SXM Media reaches the largest addressable audience across digital audio—music, sports,
talk, and podcasts. Together, SiriusXM, Pandora, and Stitcher reach half of all Americans. 88%
of its 150M listeners listen with ads, allowing healthcare marketers to reach and connect with
consumers at scale.
Verato, the identity experts for healthcare, enables smarter growth, improved care quality,
and better population health by solving the problem that drives everything else—knowing who is
who™. Get identity right from the start, visit Verato.com.
Wolters Kluwer is a provider of information, business intelligence, and point-of-care
solutions for the healthcare industry. Serving 180+ countries, Wolters Kluwer’s customers
include professionals in medicine, nursing, and allied health.
Silver Sponsors
Marq enables your organization to deliver on-brand communications across all locations and
guarantee compliance on all patient material through a centralized platform that empowers
employees to tell your brand story.
Prairie Dog begins each conversation with curiosity. Because the first step to solving your
business problem is to be sure we’re solving the right problem. We then set out to solve it
with marketing discipline and flair. Every day since 1996.
Bronze Sponsor
Supporting Sponsor
11Registration Questions? Call 312-440-9080, ext. 23
Healthcare Marketing & April 17 – 19, 2023
JW Marriott Austin
Physician Strategies Summit Austin, TX
1 Registrant Information 4 Registration Fees
Early rates are available if the registration form with full payment
is received by Friday, January 20, 2023. Discounts for group
registrations (3 or more) are available for provider organizations.
FULL NAME Please contact the Forum 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 Summit Rates Early Regular
received by 1/20/23 received after 1/20/23
TITLE Current Forum Member $1,250 $1,395
Joining Member $1,495 $1,695
(Includes one-year Forum membership, $225 value)
ORGANIZATION
Non-Member $1,525 $1,725
(Does not include membership)
ADDRESS
Pre-Summit Strategy Sessions
Fee includes continental breakfast.
CITY STATE ZIP Marketing Impact $95 $125
Crisis Planning $95 $125
PHONE Google Analytics $95 $125
Future-Driven MarTech $95 $125
Physician Relations $95 $125
E-MAIL
Total Due $
2 How Did You Hear About the Summit?
Previously Attended Forum Website Online Search 5 Payment Information
Brochure Word of Mouth Other ___________________
Email Social Media Your registration will be confirmed only after payment in full
has been received.
3 Which Category Best Describes Your Organization? check is enclosed, payable to Forum for Healthcare Strategists
A
CH Payment
A
Hospital/Health System Insurer/Health Plan (Call the Forum at 312-440-9080, ext. 23, for banking details)
Urban/Suburban Medical Group Practice I authorize you to charge:
Rural Vendor VISA MasterCard Discover AmEx
Academic Medical Center Consultancy
Integrated Delivery Network/ACO Other ________________________
NAME ON CARD
Cancellation Policy
The Forum guarantees a refund, less a $400 administrative fee, if written
notification is received on or before January 20, 2023. Verbal cancellations are
CARD NUMBER EXPIRATION
not accepted. Cancellations received after January 20, 2023 are not eligible for a
refund. You may always send a substitute.
Confirmation of Registration BILLING STREET ADDRESS
All registrations will be confirmed within 3 days of receipt of the registration
form and payment. If you do not receive a confirmation, please call 312-440-
9080, ext. 23. Please do not mail forms without payment.
BILLING ZIP CODE
Privacy Policy
By registering for this event, you consent to receive emails from the Forum for
Healthcare Strategists and for us to share your contact information with the SIGNATURE
event sponsors and exhibitors, who may contact you, by email or otherwise,
about their related products and services. You may unsubscribe or change your
email preferences through links in emails you receive. For more information, 6 Get This Form To Us
see the Forum’s Privacy Policy. Mail registration form(s) with payment to:
Forum for Healthcare Strategists
980 North Michigan Avenue, Suite 1090
Chicago, IL 60611
Register online at: www.healthcarestrategy.com/register
12980 North Michigan Avenue
Suite 1090
Chicago, IL 60611
Tel: 312-440-9080
www.healthcarestrategy.com
28 t h a n n u a l
april 17 – 19, 2023 | austin, tx
Early Registration Savings End January 20!
For 28 Years, the Leading Summit
ACT T
ODAY
on Market-Driven Healthcare Strategy Early
Regist
!
Saving ration
sE
Januar nd
y 20!
Connect with Your Colleagues
13You can also read
