2013 Webinar Series
NESHCo's webinar series is a special no cost members benefit. Non members are welcome at the rate of $25.00. Sessions are recorded and available in the NESHCo Members Only Resource Center online.
Is Your Graphic Identity Telling the Truth about Your Hospital’s Brand?Thursday, April 25, 9-10:30 am
Presented by Tim Roberts, Franklin Street Marketing
Despite its importance, the subject of graphic identity frequently gets pushed to the side. Perhaps it‘s because the inherent complexity of graphic identity systems leads to “analysis paralysis” when considering the challenges of updating. Regardless of the reason, a neglected graphic identity will erode the equity from your brand. In this seminar, learn how to take that first step toward making sure your graphic identity is telling the truth about your brand.
In this session you will learn:
1. How a graphic identity system can impact an organization’s brand
2. How to know when it is time to change your graphic identity
3. What to consider when going through a change in graphic identity
About the Speaker
For over 20 years, Tim Roberts has helped grow national brands like eBay, Hamilton Beach, Target, Wal-Mart and Newsweek. As creative director, Tim has the unique skills and experience to bring our clients’ healthcare brands to life through innovative processes, creative thinking and a commitment to big-picture strategy.
The Analytic Advantage: The Democratization of Big Data
Thursday, May 30, 9-10:30 am
Presented by Eric Silberman, True North Custom Media
Healthcare marketers who compete on the basis of their analytical capabilities will be highly successful in delivering on their strategic objectives—and highly valued by their organizations.While this concept has been commonplace among marketers in retail, technology, and other sectors for years, the concept of competing on analytics has only recently matured in health care. In fact, no industry is more likely to be affected by analytics in the next five to 10 years than health care. As we have greater access to information about current/prospective patients, we will develop much clearer insight into how to serve them better, and this is really just the beginning of what we’re going to be able to do with analytics. This session will offer a look ahead at the key tenets of analytics and how it translates into the “new normal” for those charged with leading the marketing and communications functions for their healthcare organizations.
In this session you will learn:
1. Identifying your target audience using demographic and psychographic analysis
2. Deploying marketing messages in the most preferred communication channels to drive engagement and response
3. Measuring effectiveness through analysis of downstream revenue and perception impact
About the Speaker
Eric has been with True North Custom Media for 10 years, working alongside the senior leadership of the organization with an emphasis on client advocacy, research, analytics, marketing strategy, and sales. Eric works with healthcare organizations across the country from Fortune 100 healthcare organizations, academic medical institutions and systems, to health plans and non-profit foundations, crafting and executing marketing strategies that deliver results.
Building the Framework: Communication Strategies for Engaging Your Audience During Expansion
Thursday, June 27, 9-10:30 am
Presented by Michelle Davis & Kimberly Weaver, Lowell General Hospital
This case study presentation will give an overview on how to manage an organization's operations and transition during a large scale facility expansion project. We will present common challenges and the importance of internal and external communications to engage staff, physcians and the community. Attendees will be given examples and resources to set up an organizational chart and leadership team, as well as communication tools and lessons learned for transitioning teams to the new facility.
In this session you will learn:
1. Development of organizational structure and model for employee transition teams to support large scale construction projects
2. Top 10 Best Practices for managing a construction project or renovation
3. How to use communication tools for informing and engaging staff
About the Speaker
For over 20 years, Tim Roberts has helped grow national brands like eBay, Hamilton Beach, Target, Wal-Mart and Newsweek. As creative director, Tim has the unique skills and experience to bring our clients’ healthcare brands to life through innovative processes, creative thinking and a commitment to big-picture strategy.
Past 2012 Presentations
To listen to the audio recording and view the slides, please log in to the Members Only Section.
The 10 Secrets to Execution
Thursday, March 28, 9-10:30 am
Presented by Scott Regan, AchieveIt
In a session that has fueled cultural transformation for hundreds of organizations, participants will discover the 10 most important ingredients of a results-driven culture. Through this energetic and fastpaced program, participants will learn how to enable their organizations to execute faster and better. No guesswork. Just proven methods for creating a laser-like focus, elevating accountability, and executing with more precision than you ever thought possible.
Participants will be provided with a self-assessment that allows them to identify their organization’s current stage of cultural transformation, enabling them to prioritize the implementation of the 10 secrets based on their current situation. For organizations that want to transform vision and goals into real, meaningful, and tangible results – and sooner rather than later – then this dynamic program is a must-attend opportunity.
About the Speaker
Scott Regan is the founder and chief execution officer of AchieveIt, a technology firm that specializes in strategy development and execution management. His career includes 16 years in healthcare administration, including COO of Memorial Health in Savannah, Georgia, where he led the organization to a four-year stint on Fortune magazine’s list of “100 Best Companies to Work For.”
Zero to 60: Marketing your Organization with Little Money, Short Staff, and a Year to Prove Yourself
Thursday, February 28
9-10:30 am
Presented by Deborah Chiaravalloti, Principal, Northeast Healthcare Marketing and 2007 Best in New England Lamplighter Winner
You have just taken over the marketing and public relations department, you have a new CEO, urban myth is conducting messaging for you, the community has no idea what your organization offers, the organization has no idea what your department does. So what do you do and where do you start when everywhere you look you need to make changes, the board wants something done now, and things need to improve in a measurable way—and it better happen “yesterday”?
You need an unorthodox, aggressive, integrated marketing and public relations plan that reaches many different constituencies simultaneously and gives you time to begin the long term process of conducting research and creating a long term strategy. You can do it, you just need a road map.
About the Speaker
Deborah is nationally recognized for her high exposure, fast acting marketing and public relations
programs for hospitals, healthcare systems and private physician practices. She has more than 25 years experience in marketing, public relations and media relations solving complex challenges for hospitals, international medical device manufacturers and private physician practices. She is an expert in media relations and brings a deep understanding of the industry from her experience as a broadcast journalist. Her volume-building marketing programs have been implemented in physician practices across the country from small towns in Arkansas to large cities including Chicago and Los Angeles. Deborah developed medical device and product launch campaigns for orthopedic medical devices, the first laser vision correction surgery, the first varicose vein laser treatment, photodynamic therapy (PDT) for cancer and advanced clinical skin treatments. Deborah’s expertise includes building reputations and overall marketing programs for hospitals and physician practices. Her overall marketing program for Anna Jaques Hospital increased Top of Mind Awareness of the hospital from 17% to 68% in just two years and won her the Best in New England Award from the New England Society of Healthcare Communicators.
Pinterest: The Social Media Tool You Aren't Using, But Should Be
Thursday, January 31
9-10:30 am
Michael Esordi and Susan McDonald, Women & Infants
Maybe you’ve heard of people getting recipes, book suggestions or craft ideas off of Pinterest, but you can’t see the need to add this to your arsenal of marketing tools. With thousands of pinners on the site daily - most of whom are women and, as we know, women are the primary health care decision-makers in families - it’s not a something you should avoid any longer. Get some tips on using your creativity to find a niche for your hospital on Pinterest and then making it part of your regular social media outreach to keep getting the word out.
About the Presenters
Michael Esordi -After graduating from Rhode Island School of Design, Michael worked in California during the infancy of digital communications. With almost 20 years of digital marketing experience, Michael was an early adopter of social media as a marketing tool. Experimenting and applying new web technologies in both personal and business applications allows him to keep Care New England on the leading edge of online trends. Michael's creative approach to digital marketing has brought forth the opportunity to present internationally on the topic.
Susan McDonald –Susan is the senior editor at Women & Infants Hospital, a Care New England hospital. A graduate of Syracuse University’s Newhouse School of Public Communications, her first career was as a newspaper reporter and editor before she moved into health care marketing, first at Memorial Hospital of Rhode Island. In all, she has almost 25 years of experience as a writer, editor and marketer. She uses Pinterest personally and professionally, helping to develop and leverage a Women & Infants page and participating in the utilization of the technology to promote the hospital and women’s health in general.
How to Write Your Lamplighter Success Story
Thursday, November 29
9-10:30 am
Jim Rattray, Southcoast Health
The Lamplighter Challenge Statement is the most important part of your entry. Too many entrants focus too little time on this important piece. The Challenge Statement should tell your story, share your objectives and measure your results. Learn the tricks of the trade from multiple Lamplighter Award winner, Jim Rattray. Jim will explain how to choose the right entries, how to organize your entry and how to write you success story to best showcase the results to the judges.
About the Presenter
With more than 20 years experience as a journalist and professional communicator, Jim Rattray has been recognized for his work with numerous national and regional awards and has spoken to PR audiences around the country on using new tools for public relations and marketing. Rattray won the prestigious Evans F. Houghton Memorial Award in 2003 for lifetime achievement in health care PR and marketing from the New England Society for Healthcare Communications. He has won more than 30 Lamplighter Awards at Southcoast Health System.
Accountable Care Organization
Thursday, October 25
9-10:30 am
Lanie Abbott and Jill McDonald, APR, Eastern Maine Medical Center
What is the role of the communication professional in the emerging Accountable Care Organization model of healthcare delivery? The challenges for communicators include:
- Gaining buy in from providers for the collaboration required for a successful program,
- Assisting with effective outreach to potential enrollees
- Providing materials to help patients succeed take control of their health status
- Promoting broader understanding of benefits among internal and external audiences
- Providing opportunities for administrative and physician leaders to relate results back to intended outcomes, both medical and financial
About the Presenters
Lanie Abbott is a senior communications and outreach coordinator for Eastern Maine Healthcare Systems and ACO activities. Lanie has spent the past two years developing relationships with patients, care coordinators, providers, and healthcare collaborators as part of her role with the Bangor Beacon Community, a $12.75 million dollar grant to improve and reform healthcare. Bangor is one of 17 Beacons in the country. The work of the Beacon grant is the cornerstone of our Pioneer Accountable Care Organization (ACO). A critical component to our success as a Beacon is the level of resources EMHS committed to communications and outreach of the work and changes taking place in primary care. Through relationship building she has been able to capture the essence of what is happening through the eyes of chronic disease patients and their families, as well as with healthcare professionals that are supporting and promoting the changes. She is using those skills and relationships to communicate the next round of changes through the ACO. Lanie has been a member of the EMHS community relations team since April of 2005. She joined the team after spending nearly 11 years at the CBS affiliate anchoring the evening news and was known for her feature and human interest reporting. She is a southern Arizona native with a degree in Political Science and Sociology from the University of Arizona.
Jill McDonald, APR is vice president of communication and market development at Eastern Maine Medical Center--a leader in the Bangor Beacon Community and participant in the Pioneer ACO in Bangor, Maine. Jill and her team are responsible for both internal and external communication of all activities undertaken by the medical center, as well as patient education and information, marketing and advertising, public relations and crisis communication. Jill began communicating about population health when EMMC’s primary care practices became the second in the nation to become fully certified Patient Centered Medical Homes several years ago. As the significance of this strategy for the right care, right place, right time grows, Jill’s role is to assure that all stakeholders have a strong understanding of the benefits of participation in accountable care. Jill has been with EMMC/EMHS in various roles for 19 years. Prior to coming to the medical center, Jill spent nine years at the NBC News affiliates in Bangor and Portland, chiefly focused on healthcare reporting and investigative work. Jill has lived in Maine for nearly thirty years, and holds a BS in Broadcast Journalism from Syracuse University, an MA in Communication from the University of Maine. Jill has been Accredited in Public Relations (APR) since 2002.
Negotiating for Better Outcomes and Better Relationships in the New Healthcare Environment
Thursday, September 27
9-10:30 am
Jennifer Tomasik, Center for Applied Research
Whether you are negotiating to deliver patient care, to partner with physicians or others across the continuum, or to engage in a merger or joint venture, strong negotiation skills are becoming more and more important in today's healthcare environment. In this interactive webinar, we will explore an information-based bargaining framework built on an understanding of your personal negotiating style and the importance of interests.
About the Presenter
For more than a decade, Jennifer has focused her academic and professional experience on health care. She believes that the challenges facing the industry require the input and commitment of all of its diverse players, many of whom rarely understand each others' interests and, as a result, do not collaborate or communicate effectively. What she enjoys most is bringing these stakeholders together to bridge the organizational and professional boundaries that often impede productive dialogue and strategic change. She specializes in designing strategy processes that get the right people in the room to talk about their most pressing issues in a safe and productive environment.
Don't Forget to Market Yourself
Thursday, August 23
9-10:30 am
Diana Pisciotta, Denterlein Worldwide
As communication professionals we spend our days publicizing the work others, but rarely bring attention to our own contributions. On August 23, Diana Pisciotta from Denterlein will remind us to market ourselves. In this era of cost savings it’s important to remind others of the return on their investment in you. Diana will provide tips and tricks that will help you to create your own recognizable brand.
About the Presenter
With 15 years of experience in strategic communications, Diana Pisciotta offers clients a keen ability to create and deploy concise and persuasive messaging through media relations, thought leadership campaigns, online communications, direct outreach to key stakeholders and creative marketing programs.
Snap Shot of an International Media Event: Libyan War Wounded
Thursday, July 26
9-10:30 am
Presented by Tim Sullivan, Director of Communications for Partners Continuing Care
This presentation will review the planning and media execution for a major international media event at a small community based rehabilitation hospital. Spaulding Hospital North Shore in Salem, Mass was selected by the US State Department as the first facility in the US to treat Libyan War wounded delivering on a promise by Secretary of State Hilary Clinton. The first group arrived in October 2011 for approximately 3-6 month stays and generated more than 500 media hits over that time. Tim Sullivan of Partners will review the ways both in media, staff and community relations the team approached managing this major event.
About the Speaker
Tim Sullivan is the Director of Communications for Partners Continuing Care, responsible for overseeing all communications for Spaulding Rehabilitation Hospital. Spaulding Rehabilitation Hospital is the teaching hospital of Harvard Medical School, the official rehab hospital of the New England Patriots, and a nationally ranked U.S. News & World Report “Best Hospital”. Tim has over a decade of experience in distance education, currently serving as the lead trainer for facilitators in the online Master of Science in Health Communication program at Boston University.
How To Drive Emotion in Hospital Communications – Do’s and Don’ts
Thursday, June 28
9-10:30 am
Presented byt Paul McCormick, EVP Account Management, DeVito/Verdi
The session will look at a large swath of advertising/communications in the industry and analyze the communications effectiveness against a set of principles derived from observations made about all industry advertising (a case history of Mount Sinai Medical Center in New York City will also be included). A long list of typical “do’s and don’ts” will be shared illustrating the formulation, creation and execution of communications plans. The presentation lays out the process we went through, the strategic underpinning for the campaign and then an explanation of how the Mount Sinai campaign was executed. The point is the best ads drive a strong emotional reaction. The presentation offers practical steps that marketers can take back with them to strengthen their own programs. DeVito/Verdi is known for strategic and creative excellence and has been voted “The Best Small Ad Agency in the U.S.” six years by the American Association of Advertising Agencies. The agency has partnered with the following four hospital institutions: Mount Sinai Medical Center, Massachusetts General Hospital, NorthShore/LIJ Health System, Abington Memorial Hospital.
About the Speaker
Paul McCormick is the EVP of Account Management of DeVito/Verdi. He has helped steer the branding and marketing for an array of blue-chip clients. Over the years he has worked at some of the leading ad agencies along Madison Avenue, from Ted Bates to Grey Advertising gaining broad marketing experience with clients such as Procter & Gamble, Colgate Palmolive, Nabisco and Ralston Purina, Haagen Dazs and The Scotts Company. Paul has experience developing multi-platform sponsorship programs working with National basketball Association, Major League Baseball and National Football League Properties as well as NYS Dept. of Tourism (I Love NY) and NYS Economic Development. He joined DeVito/Verdi in 2004 and has been an integral part in the agency's continued rapid growth working on Mount Sinai Medical Center and Massachusetts General Hospital businesses. Paul brings a wealth of branding experience and innovation to his client's business and is continually seeking ways in which to enhance the value of brands.
Managing Your Local Search Results
Thursday, April 26, 9 -10:30 am
Cynthia Newton, HCCG
Every month, online consumers perform over 3 billion local searches for nearby products and services. The effectiveness of your Local Search strategy makes all the difference when it comes to delivering accurate contact information to patients when they are ready to call. Focusing on meta tags and SEO results is at the forefront of most healthcare providers' web strategy. What is often overlooked are Local Search listings for the multitude of services lines, practices and providers.
During this 60 minute webinar Cynthia Newton, President of HCCG, will show real examples of how search results for your service lines or physicians may not deliver the results you or your patients expect and what you need to do to manage listings on Google Places, Yahoo, Bing and other key internet search tools as well as mobile and mapping devices.
Preparing for Your Community Needs Assessment
Scott Good, Crescendo Consulting Group
The Affordable Care Care requires all not-for-profit hospitals to conduct Community Health Needs Assessments (CHNA). Some New England states already have similar requirements. However, new CHNA requirements go beyond that required by many individual states. Are you doing all you should be? Join us to learn about the requirements, best practices, and some unique insight about ways to use the CHNA to engage the community, wisely use financial resources, and link with other marketing efforts.
Awakening Your Inner Story Teller
Michal Regunberg & Ed Cafasso, Solomon McCown & Co.
We love our Power points with their charts and graphs that clinicians and others have become dependent on. But it is the story that truly has the power to grab attention, stir emotion, and elicit action. Stories capture the attention of the media, key influencers and the general public. Stories not only engage people, but there’s growing evidence that they have the ability to change people’s perspective.
Critical Skills for Succeeding in the New Healthcare Environment: Influence, Persuasion and Collaboration
Jennifer Tomasik, Center for Applied Research
Jennifer Tomasik of CFAR, Inc. will present this interactive workshop designed to help healthcare communicators:
· Appreciate and make the business case for collaboration in healthcare—it's more than just a nice thing to do!
· Learn and apply tools and tactics that improve performance through an enhanced ability to influence and collaborate with others—especially across clinical and administrative roles.
· Put into practice a proven framework to better communicate and persuade others about your ideas.
Past 2011 Presentations
To listen to the audio recording and view the slides, please log in to the Members Only Section.
Other Duties as Assigned: Advocacy
Gina Balkus, APR, Dartmouth Hitchcock Medical Center
John Looney, Winchester Hospital
Megan Castonguay, Vermont Association of Hospitals and Health Systems
Sharpening Your Skills Workshop, Part I: Writing Process
Gregg Perry, The Perry Group
Filming Boston Med: PR Dream or Nightmare?
Michelle Davis, Vice President of Marketing & Public Affairs, Children's Hospital Boston
Donita Boddie, Director of Public Affairs, Mass General Hospital
Sharpening Your Skills Workshop, Part II: Presentations
Thursday, May 26, 9-10:30 am
Gregg Perry,The Perry Group
Taking Your Publications Online
Thursday, June 30, 9-10:30 am
Shawn Mawhiney, Director of Communications, William W. Backus Hospital
Sharpening Your Skills Workshop, Part III: Media Training/Crisis Communications
Thursday, July 28, 9-10:30 am
Gregg Perry,The Perry Group
Patient Privacy in the Facebook Era
Thursday, August 25, 9-10:30 am
Nancy Cawley Jean, Senior Media Relations Officer, Lifespan
The Michael Woods Case at Kent Hospital (brother of actor James Woods)
Thursday, October 6, 9-10:30 am
May Kernan, Vice President, Care New England
Smokers Need Not Apply
Thursday, December 1, 9-10:30 am
Deb Chiaravalloti, Vice President of Marketing & Public Affairs, Anna Jaques Hospital
Christine Baratta, Senior Vice President of Marketing and Communications, Mass Hospital Association
Accountable Care Organization
Thursday, October 25
9-10:30 am
Lanie Abbott and Jill McDonald, APR, Eastern Maine Medical Center
To register, click here.
What is the role of the communication professional in the emerging Accountable Care Organization model of healthcare delivery? The challenges for communicators include:
- Gaining buy in from providers for the collaboration required for a successful program,
- Assisting with effective outreach to potential enrollees
- Providing materials to help patients succeed take control of their health status
- Promoting broader understanding of benefits among internal and external audiences
- Providing opportunities for administrative and physician leaders to relate results back to intended outcomes, both medical and financial
About the Presenters
Lanie Abbott is a senior communications and outreach coordinator for Eastern Maine Healthcare Systems and ACO activities. Lanie has spent the past two years developing relationships with patients, care coordinators, providers, and healthcare collaborators as part of her role with the Bangor Beacon Community, a $12.75 million dollar grant to improve and reform healthcare. Bangor is one of 17 Beacons in the country. The work of the Beacon grant is the cornerstone of our Pioneer Accountable Care Organization (ACO). A critical component to our success as a Beacon is the level of resources EMHS committed to communications and outreach of the work and changes taking place in primary care. Through relationship building she has been able to capture the essence of what is happening through the eyes of chronic disease patients and their families, as well as with healthcare professionals that are supporting and promoting the changes. She is using those skills and relationships to communicate the next round of changes through the ACO. Lanie has been a member of the EMHS community relations team since April of 2005. She joined the team after spending nearly 11 years at the CBS affiliate anchoring the evening news and was known for her feature and human interest reporting. She is a southern Arizona native with a degree in Political Science and Sociology from the University of Arizona.
Jill McDonald, APR is vice president of communication and market development at Eastern Maine Medical Center--a leader in the Bangor Beacon Community and participant in the Pioneer ACO in Bangor, Maine. Jill and her team are responsible for both internal and external communication of all activities undertaken by the medical center, as well as patient education and information, marketing and advertising, public relations and crisis communication. Jill began communicating about population health when EMMC’s primary care practices became the second in the nation to become fully certified Patient Centered Medical Homes several years ago. As the significance of this strategy for the right care, right place, right time grows, Jill’s role is to assure that all stakeholders have a strong understanding of the benefits of participation in accountable care. Jill has been with EMMC/EMHS in various roles for 19 years. Prior to coming to the medical center, Jill spent nine years at the NBC News affiliates in Bangor and Portland, chiefly focused on healthcare reporting and investigative work. Jill has lived in Maine for nearly thirty years, and holds a BS in Broadcast Journalism from Syracuse University, an MA in Communication from the University of Maine. Jill has been Accredited in Public Relations (APR) since 2002.
Pinterest: The Social Media Tool You Aren't Using, But Should Be
Thursday, January 31
9-10:30 am
Michael Esordi and Susan McDonald, Women & Infants
To register, click here.
Maybe you’ve heard of people getting recipes, book suggestions or craft ideas off of Pinterest, but you can’t see the need to add this to your arsenal of marketing tools. With thousands of pinners on the site daily - most of whom are women and, as we know, women are the primary health care decision-makers in families - it’s not a something you should avoid any longer. Get some tips on using your creativity to find a niche for your hospital on Pinterest and then making it part of your regular social media outreach to keep getting the word out.
About the Presenters
Michael Esordi -After graduating from Rhode Island School of Design, Michael worked in California during the infancy of digital communications. With almost 20 years of digital marketing experience, Michael was an early adopter of social media as a marketing tool. Experimenting and applying new web technologies in both personal and business applications allows him to keep Care New England on the leading edge of online trends. Michael's creative approach to digital marketing has brought forth the opportunity to present internationally on the topic.
Susan McDonald –Susan is the senior editor at Women & Infants Hospital, a Care New England hospital. A graduate of Syracuse University’s Newhouse School of Public Communications, her first career was as a newspaper reporter and editor before she moved into health care marketing, first at Memorial Hospital of Rhode Island. In all, she has almost 25 years of experience as a writer, editor and marketer. She uses Pinterest personally and professionally, helping to develop and leverage a Women & Infants page and participating in the utilization of the technology to promote the hospital and women’s health in general.
