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To succeed today, marketers and communicators must pivot their focus away from mere brand awareness to brand relevance and trust. This shift requires a deeper skill set in digital content strategy, creation and measurement – but that’s just the start. Success also demands a desire to innovate, play Moneyball and create experiences that consistently delight customers.
Presented by:
Jared Johnson, #DigitalHealth Top 100 Influencer, host of the Healthcare Rap podcast and author of Connect the Docs: Put Digital Health Into Practice.
KEYNOTE SPONSOR: Yale New Haven Health
Join us for the first snack break and the opportunity to learn more about our exhibitors and sponsors in the beautiful open-area lobby right in the center of the conference. Friends of NESHCo know that we bring in the vendors and partners who know healthcare and what challenges we face. See what they can do to help you.
BREAK SPONSOR: Wainscot Health
From native advertising to voice search to block chain to chatbots and everything in between, join us as we dive into the emerging technologies your company needs to stay relevant in 2019 and beyond. In this presentation we will not only discuss current trends in healthcare marketing, we will tell you which will dazzle the c-suite. Find out which are HOT (👍) and which are NOT (👎) to increase patient volume and market share.
Presented by:
Jeff Eisenberg, President, EVR Advertising
Kelly Nylander, Social Media Strategist, EVR Advertising
Sarah Soucy, Media Planner, EVR Advertising
Take a lunch break in the Providence Ballroom 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.
LUNCH SPONSOR: Hospital Association of RI
BREAK-OUT SESSIONS SPONSOR: open
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:
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:
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:
Presented by:
Nicole Spagnoletti, CRM Specialist, Hartford Healthcare
Lindsay Neese Burton, Healthcare Marketing Director, Reputation.com
Join us for another refreshing snack and the opportunity to mingle with our exhibitors and sponsors. Share your challenges and problems, and see what solutions and help they can provide.
BREAK SPONSOR: Wainscot Health
BREAK-OUT SESSIONS SPONSOR: open
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:
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:
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:
Presented by:
Crystal Potter, Lead Client Strategist, Tea Leaves Health
Lydia Parris, Director, PR-Marketing, Adventist HealthCare
BREAK-OUT SESSIONS SPONSOR: open
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:
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:
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:
Presented by:
Dean Browell, EVP and Co-Founder, Feedback
Alan Shoebridge, Senior Director, Kaiser Permanente
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.
Help us kick off an exciting night with a toast to our members.
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!
LAMP GALA SPONSOR: WHITEBOARD ANIMATION PLUS
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