Platinum Sponsor

Monday 5/21

6:30-7:15 a.m. Yoga

Come wake up your body, settle your mind and find your breath. Experience the benefits of waking up with yoga during this delightful morning flow and set an intention for your day, breathe, stretch, and get energized and inspired for the day ahead of you. You will receive your very own mat to take home. 

This session is limited to 25 participants. Sign up at the NESHCo registration table.

8-8:45 a.m. Registration and Breakfast

8:45-9 a.m. Opening Remarks

Keynote 9-10 a.m.

Making Every Moment Matter When Delivering Customer Experience

In healthcare, there are countless little moments of care. Whether it’s giving a client an extra blanket or introducing a therapy dog to a little girl, every moment matters. As a way to improve employee engagement and customer experience, Hartford HealthCare wanted to make moments like these come to life. By partnering with Adams & Knight, Inc., they created a campaign that integrated digital tactics and large-format graphics with internal communications to make employees feel recognized . . . and let patients know there are caring, compassionate staff members at every turn.

In this keynote session, you will learn:

  1. The most critical step for building an employee engagement campaign that will ensure your campaign is organic to your corporate culture and pull your audience to engage—and respond. 
  2. Which three listening tools can help you really hear (and understand) what your employees are saying and decipher what’s important to them. 
  3. How to harness the momentum of your campaign and turn it into a brand you can leverage to recruit future employees.

Presented by:

Shawn Mawhiney Hartford HealthCare's Director of Service Line Communications

Reem Nouh, Senior Vice President, Adams & Knight. 

General Session 10:30-11:30 a.m.

Redesign Roundtable: Learn Healthcare Website Redesign Tips from Marketing Leaders

Why do most hospitals redesign their websites? Sometimes it’s for internal reasons, such as a brand change or an acquisition. Other times it’s externally triggered, such as improving user experience for mobile visitors. Regardless of what’s prompting your next redesign, this session will provide guidance to make your project a success. Marketing leaders from Cape Cod Healthcare, Stamford Health, Rutland Regional Medical Center, and Sturdy Memorial Hospital will offer unique perspectives on their recent redesign processes.

In this session, you will:

  1. Learn how to prepare for an upcoming redesign, including how to evaluate different CMS platforms and potential partners.
  2. Learn how to avoid common obstacles that can derail even the most well-planned redesign.
  3. Use real-life healthcare website redesign examples as a guide for your next project.

Presented by:

Ben Dillon, co-owner of Geonetric 

Patrick J. Kane, Senior Vice President, Communication and Business Development at Cape Cod Healthcare 

Christina Di Bona, Director of Digital Marketing at Stamford Health

Rowan Muelling-Auer, Web & Production Specialist at Rutland Regional Medical Center 

Chelsey Boyle, Publications Supervisor/Marketing Specialist for Sturdy Memorial Hospital

State Luncheon

11:30 a.m.-1:00 p.m.

You can’t see clearly on an empty stomach. Take a lunch break in the Visions Restaurant with your local peers and share discussions on what is happening in YOUR state. For those from outside New England, join any state table or start your own to discuss regional or nationwide trends with others from around the country.

Break-Out Sessions #1 1-1:45 p.m.

Design on a Dime: True Confessions of a Bargain Marketer

Do you have champagne tastes while stuck on a beer budget? For marketers of small- to mid-size healthcare organizations, are you constantly straining against your budget’s tight leash? Discover how you can engage in thrifty marketing – creating a quality and professional product while staying well within the parameters of your purse strings. You’ll engage in a deep dive into specific strategies for your own organization and analyze case studies to adapt for short- and long-term practice.

In this session, you will learn:

  1. How to analyze your current marketing budget and evaluate ROI.
  2. How to identify and evaluate new or underused content channels.
  3. To review successful case studies and brainstorm new marketing plans through breakout sessions.

Presented by:

Maeve Shaughnessy, Marketing and Communications Specialist for Brattleboro Memorial Hospital

Jumpstart Your Physician Communications to Drive Preference and Referrals

Hospitals have so much to gain by crafting the right communications for their physician community. Yet, often times, these assets are basic and lack the right storytelling hook to help drive referrals and cement relationships. Go behind the scenes of three hospitals to learn how they re-imagined physician communications via print and digital channels.

In this session, you will learn:

  1. How to use content strategy and development to re-invigorate and strengthen physician engagement and referrals. 
  2. How to audit existing content to inform the right content strategy and development plan for both medical staff and referring physicians. 
  3. How to develop the right media mix and frequency based on your physician audience(s).

Presented by:

Emily Cittadine GLC—a marketing communications agency 

Mapping the Journey to Wellness with Consumer-Centric Marketing

Consumers follow a distinct, emotional journey when making healthcare decisions. Understanding that process, and how best to engage them as they travel through it, starts with insights from SPM’s ethnographic study: The Consumer Healthcare Decision Journey. SPM & Emory Healthcare paired the journey with a robust tactical plan that integrated digital and traditional media—and surpassed both brand and service line goals as a result. See the insights in action through this unique consumer-focused campaign.

In this session, you will learn:

  1. Uncover insights from the proprietary research study and learn how to apply them to develop a tactical plan that follows consumers along their journey. 
  2. Discover unique strategies that leverage digital marketing to transition consumers from broad awareness to a converted patient. 
  3. See how we close the loop with a customized metrics tracker that measures against KPIs established at the beginning, and tracks specific users from engagements to conversion.

Presented by:

Shannon Curran, leader of SPM’s account teams.

Break-Out Sessions #2 2:15-3 p.m.

Branding and Marketing a New Healthcare System from the Ground Up

North Country Healthcare is an affiliation of four New Hampshire hospitals and a Home Healthcare & Hospice that joined forces to better manage the health of their communities and control costs. Agency Sean Tracey Associates worked with the CEO and this 1,400+ employee organization to develop and launch a strong unified brand. This process included research, logo development, and brand positioning. This case study illustrates the power of marketing an intricate system to various constituencies in a “fiercely local,” protective rural community. 

In this session, you will learn: 

  1. Learn how to develop brand implementation strategies.
  2. Identify communications that will drive a complicated affiliation process. 
  3. Learn how to creatively launch or build on any healthcare brand in a manner that will resonate with your community.

Presented by:

Warren West, CEO of North Country Healthcare

Sean Tracey, Creative Director/Strategist at Sean Tracey Associates

Transforming Your Clinicians into Social Media Ambassadors

Managers have long attempted to curtail employee social media use without realizing how valuable a cavalry of nimble social media users are for the healthcare brand. After all, the Edelman Trust Barometer consistently shows that consumers trust employees more than they trust the organization. But how can a health system engage clinicians in social media in a HIPAA-dominated world? Learn top tips from the social media strategist for leading healthcare systems across the nation.

In this session, you will learn:

  1. How to transform the boring social media policy training session into a true social media engagement tool.
  2. How to listen and engage with staff on social media without being viewed as Big Brother.
  3. How to create the social media governance foundation necessary to make these plans successful.

Presented by:

Melody Smith Jones 

Crisis PR: Managing Labor Relations Issues

It’s a changing climate for unions – more than ever, employers will need to commit to a pro-active internal communications campaign that promotes transparency and dedication to a fair and equitable workplace. From union organizing campaigns and contract negotiations to handling the fallout from a difficult internal issue, such as sexual harassment or a bullying leader, we’ll provide best practices for communicating about complex labor issues.

  • How to conduct a risk analysis to help you identify possible areas of vulnerability 
  • How to bolster your company’s social media channels so that they reflect the company’s mission and values, and serve as a real-time testament that can combat an organizing campaign 
  • How to be fully prepared to respond publicly or on social media to any issues raised by union leaders or the issue of unionization in general

Presented by:

Diana Pisciotta, President of Denterlein 

Break-Out Sessions #3 3:10-3:55 p.m.

Your Messy Brand, and Why It's a Problem

To the healthcare customer, small things matter. When organizations let their brand get messy, consumers notice, and it can impact perception and satisfaction. In this session, we will explore one organization’s 'messy brand,' the principles that make it a problem, and how marketing and communications professionals can use their voice and their seat at the table to help their organization understand and correct the problem.

 In this session, you will learn: 

  1. Explore what makes a messy brand. 
  2. Discuss the concepts and theories that impact consumers. 
  3. Learn how to make the case to organizational leadership that this matters.

Presented by:

Chris Hyers 

Making Patient Connections that Matter with Limited Hospital Resources

Women & Infants Hospital of Rhode Island guides patients through their care with personalized communications powered by automated educational technology. With limited staff, the Health Education department is able to connect with about 8,000 patients automatically each month, keeping them engaged in their care and connected to the hospital, with minimal workforce effort. Patients say they trust this health information more than other sources like vendor websites and apps because it comes from their hospital. Data show that because of these automated communications, 85% of patients feel more confident about caring for themselves between visits and 95% of patients feel more connected to the hospital. The hospital has found it to be effective at driving enrollment in online classes and events, too. In one case, 68% of patients opened an e-mail about an online class. Overall, patients engage in the hospital's digital messages at an open rate of 25% (compared to industry average of 22.7%) and click-to-open rate of 60% (compared to industry average of 29%). 

 In this session, you will learn: 

  1. Identify gaps in patient knowledge and expectation-setting, from before surgery through discharge and recovery, and determine how proactive digital communication impacts outcomes in various care episodes.
  2. Connect better patient outcomes to a hospital’s business needs. 
  3. Understand how a sustained digital connection with patients stimulates new and repeat business, drives patient satisfaction, and builds a reputation for a superior patient experience.

Presented by:

Lori Johnson is the Manager, Clinical Education and Community Outreach at Women & Infants' Hospital. She was previously a Nurse Educator and Assistant Nurse Manager. 

Debra Zalvan, MBA, Executive Vice President, Ubi Care.

Health Literacy in the Digital Age: Tips for Communicators

This session will delve into the latest evidence-based tips to make digital health communications more appealing, accessible, and usable for all audiences — particularly consumers who don’t have strong health literacy skills. Stacy will walk through best practices for developing effective websites, patient portals, and online tools that foster patient engagement. The upshot: research shows that usability and health literacy best practices have a payoff for all users, not only those with limited literacy skills.

 In this session, you will learn: 

  1. Identify common behaviors exhibited by limited-literacy users when reading and interacting with health content on a screen — including mobile devices. 
  2. Understand the importance of designing for patients with limited literacy skills.
  3. Identify opportunities to engage patients with and through digital communications.

Presented by:

Stacy Robison is President and co-founder of CommunicateHealth. 

The 28th Annual Lamplighter Awards

5:30-6 p.m. First Time Attendee/New Member Reception

Newcomers, please join us for a reception in your honor at 5:30 p.m. as the NESHCo Board of Directors welcomes you to our family.

6-7 p.m. Lamplighter Gala Reception with Exhibitors

Help us kick off an exciting night with a toast to our members. 

7-9:30 p.m. Lamplighter Awards Dinner

 Celebrate with your colleagues and peers as we recognize the best healthcare communications work in New England in the ballroom adjacent to the exhibition area. We will proudly announce the recipient of the 2018 Evans Houghton Award for Lifetime Achievement and present the coveted Lamplighter Trophy to the Best in New England winner. This is a not-to-be-missed evening!  

Want to know more about our speakers... Click for bios and photos