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Wanting to get the word out about the center's new "3 parent birth" Marketing Director, Geoffrey Hawes, enlisted media pro Annie Scranton to help secure top-tier media in order to reach a large audience. The results? Appearances and coverage on CNN, Fox News, BBC, CBS News, New York Times, The Washington Post, etc. Geoff and Annie will walk the audience through the case study of how they strategically planned the announcement of this treatment. 

In this session, you will learn:

1. Build a PR strategy for a new announcement or launch of a new treatment
2. Implement your PR strategy: Tips and trips from Annie and Geoff's toolkit on how to secure national placements online, in print, and TV 
3. Create and develop pitches that capture the attention of the media  

Presented by: 

Geoffrey Hawes, Marketing Director, New Hope Fertility Center 

Annie Scranton, President and Founder, Pace PR 

Now more than ever before, it is critical for hospitals to be providing value to their referring practices. We need to distinguish ourselves as efficient and approachable leaders for patients while delivering programs that give us an advantage over competing hospitals. At BIDMC, we are influencing referrals, loyalty and branding by highlighting the expertise of our professionals, emphasizing unique offerings, and using technology to supplement and strengthen our patient relationships.  

announcement of this treatment. 

In this session, you will learn:  

1. Learn how strengthening physician/practice relationships can be a key to the success of your OB Department. 
2. Learn how BIDMC is supporting both their physician network and their patients while growing their OB practice.  
3. Learn strategies for applying technology that differentiates and endears your hospital for both practices and patients. 

Presented by: 

Debra Zalvan, Executive VP, UbiCare  

Riki MacKillop, Special Projects Manager - Department of Obstetrics & Gynecology, Beth Israel Deaconess Medical Center 

Consumers are demanding more information and transparency when making healthcare decisions. Eighty percent of consumers go online to search for a healthcare provider. Patients are looking for information that allows them to compare healthcare providers and services so that they can choose the right doctor, clinic or hospital. And they are often not even going to a hospital or provider's website for this information. Many healthcare organizations are not meeting consumers where they are online or providing them the information they desire.

In this session, you will learn:

1. Understand the healthcare consumer's decision-making process when evaluating providers online. Learn how to ensure your organization is part of their consideration set.
2. Create a strategy for dealing with online reviews in a HIPAA-compliant way. Learn how to elevate your organization's online reputation by asking all of your patients to leave reviews.
3. Explore how to gather insights on patient experience through online feedback. Learn how to align with your Operations team to share feedback and improve patient care.

 Presented by: 

Nicole Spagnoletti, CRM Specialist, Hartford Healthcare

Lindsay Neese Burton, Healthcare Marketing Director, Reputation.com

With the rapid changes taking place in healthcare organizations, culture can be the toughest hurdle facing leaders and their employees. Few know what their culture is today, much less what they would like it to become in the future. In this session, we will show them methods and tools to use to help diagnose their current organizational culture and determine what it should become for the changes that are essential for the future. Then, we help them map out a path to change that culture-- all the values, beliefs and behaviors that constitute a culture. We also delve into the obstacles ahead and how to tackle them. 

In this session, you will learn:

1. Understanding organizational culture
2. Learning the tools for diagnosing and changing that culture
3. Developing a change pathway to move that culture in new directions.

Presented by:

  Andrea J. Simon, PhD, CEO, Simon Associates Management Consultants

Would your hospital or practice website stand up to a legal challenge for ADA compliance? As we've seen with recent litigation against entities such as HCA, the concept of accessibility in the digital age goes beyond wheelchair ramps and braille readers to extend to online properties, such as your website. This presentation provides an overview of best practices and benefits in digital accessibility as well as common sense recommendations for implementation. 

In this session, you will learn:

1. Gain an understanding of how Title II of the ADA applies to healthcare websites and the status of guidelines and enforcement, as well as how the Web Content Accessibility Guidelines (WCAG). apply to recipients of Medicare and Medicaid reimbursements. 
2. How many key aspects of ADA compliance align with best practices in content strategy, SEO, design and user experience that marketing teams should already be taking into consideration. 
3. Review the top UX considerations to keep in mind so marketing teams make smarter investments in new technologies that would stand up to an ADA challenge.

Presented by:  

Nancy Stewart, Founder and Managing Partner of Creative Strategy, Reardon+Stewart  

Gary Aussant, Director of Digital Accessibility, Perkins Solutions

Challenged with building a replacement hospital in a market saturated with dominant players, Adventist HealthCare developed a strategy that requires an understanding of their current and potential patients. To retain existing and acquire new patients, Adventist utilized many data sources to understand their audience so they could anticipate their needs, engage with them, and create lifetime loyalty. Adventist will uncover their strategy and approach to the move from both a logistical and messaging standpoint.

In this session, you will learn:

1. Understand the logistics of a hospital move and how to include the community in that transition through messaging.
2. Learn how to research the demographics of an audience so you can understand them like never before.
3. Walk away with a tangible approach on how to build a successful business strategy that grows volumes around a new or replacement facility.

Presented by:

Crystal Potter, Lead Client Strategist, Tea Leaves Health   

Lydia Parris, Director, PR-Marketing, Adventist HealthCare

The marketing team at Renown Health was tasked with growing the organization's reputation regionally and nationally. Their response was to develop and execute a comprehensive thought leadership content marketing program that would effectively grow Renown's visibility, reputation and stature within the industry. The target audience included healthcare industry influentials within Nevada and across the country. Tactics included the development of a CEO blog, video blog posts featuring the system's CEO, extensive use of social media, media relations, and more. Renown leadership was trained on the use of social media to support the organization's business objectives. 

In this session, you will learn:

1. How to create a thought leadership brand position using a content marketing strategy.
2. Learn how to leveraging your organization's leadership within your content marketing strategy without being a drain on their time.
3. How to successfully use digital video of your leadership to serve as the core of your content marketing program.

Presented by:  

Dan Dunlop, Principal, Jennings Health

Suzanne Hendery, Vice President & Chief Marketing Officer, Renown Health 

About 1 in 20 Google searches are healthcare related, and nearly every health care organization is running Google or other digital ads to reach that audience. But are you spending those limited dollars strategically? Learn about tactics such as capacity-based marketing, where Epic data is leveraged to turn Google and other digital campaigns on and off according to doctor and service line capacity, that can ensure you use your ad spend strategically and appropriately. 

In this session, you will learn:

1. Optimize digital ad spend
2. Get a view into service line capacity (usually isn't visible to marketing.
3. Learn Google health care trends

Presented by:  

Linda Watts, Director of Strategy, MedTouch

Danielle Bulger, Sr. Account Executive, Google

Strategic conversations about the future of healthcare focus on the immediate impacts of Baby Boomers and the future desires of Millennial's. Something important is missing: 65 million people in this country who were born between 1965 and 1980. Often underestimated and ignored, Generation X represents a significant force in healthcare. Gen X is currently assuming leadership roles, aging into healthcare as patients, coordinating care for their parents and helping their own children navigate care. Learn more about what makes Gen X tick, how to engage them as employees and how to best target them for marketing and communication efforts.

In this session, you will learn:

1. Learn more about Generation X as its own generation and in comparison to the far-more-discussed adjacent generations
2. Understand how Generation X behaves and fits in healthcare alongside Boomers and Millennials
3. Recognize the significance of how a central/bridging generation (Gen X. improves outcomes, communication and planning for life stage movement

Presented by:

Dean Browell, EVP and Co-Founder, Feedback

Alan Shoebridge, Senior Director, Kaiser Permanente