Opening Session:

Patient Focused Marketing that Promotes Health and Gets Results!
Presented by Christine Priester, Sandra Kramer, and Jody Spusta

Inspiring your community to become partners in their health is a key challenge for many hospitals. How do you grab their attention, inspire them to take action regarding their health AND make you their first choice for health care? Once you engage them to take action… then what? How do you keep them in the funnel and continue to have a relationship with them? Learn how you can engage patients through multiple message delivery platforms with measurable and compelling results.

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  • Christine is the Vice President of Marketing at Advocate Health Care with over 20 years of experience in healthcare marketing.
  • Sandra is the Regional Account Director for Medicom Health Interactive with 20 years of experience in healthcare marketing, physician recruitment, and consultation and sales.
  • Jody is the Executive Vice President at Tea Leaves Health and has over 12 years of experience in healthcare CRM and strategy.

 

Concurrent Sessions:

Eight Pillars of Reputation Management
Presented by Randy Jacobs and Sarah Morrissey

Does online reputation matter? 79% of healthcare consumers trust online reviews as much as word of mouth. The difference of one “star” in the average rating in a typical online business profile can lead to a difference of 5-9% in revenues. Learn the importance and value of reputation management and how to access and establish a reputation program that will lead to growth in your organization.

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  • Randy is the President of Tag Communications Inc. and has 30 years of marketing experience.
  • Sarah is an Enterprise Sales Manager Consultant for Reputation.com and has 14 years of experience in digital sales and marketing leadership in reputation management.

Are You Feeding the Hummingbird? How to Leverage Google’s New “Semantic Search” Algorithm for Better SEO
Presented by Randy McDaniels and Susan Crisler

There’s a new bird in town and its bringing new meaning to Mighty Mouse! Some estimates say this affects 90% of worldwide Google searches. Touted as a small but powerful change, Google’s new Hummingbird algorithm is redefining how we write, structure and develop website content. This interactive session will help you better understand how this new semantic search can affect your current site and steps you can take to feed your Hummingbird and develop a sound, SEO action plan.

  • Randy is President of McDaniels Healthcare Marketing/McDaniels Interactive with over 14 years of experience with online marketing.
  • Susan is the Interactive Project Manager at McDaniels Healthcare Marketing/McDaniels Interactive. For the past 5 years, she has focused on web project management and handles most SEO projects at McDaniels

Find-a-Doctor Videos: Case Study of a Large-Scale Physician Video Interview Project
Presented by Cari Kornblit and Dave Powers

How does a major healthcare institution tackle the goal of creating engaging, informative videos for every clinical physician? You’ll learn how the marketing project manager at Rush University Medical Center and video producer navigated many challenges, encouraging physician participation and streamlining video production processes.

More than half of the approximately 800 physician profiles on Rush University Medical Center’s Find-a-Doctor tool include a brief video, offering patients a glimpse into each doctor’s personality, specialty and philosophy of care. This session will take you through all stages of the project: from the initial pilot to full-scale production, to maintenance.

  • Cari is the Web Editor at Rush University Medical Center and has both print and web expertise.
  • Dave is the Video Production Supervisor for Rush Powers Media with more than 15 years of TV/video production experience. He has worked in network, cable and mobile television for channels including MTV, MTV 2, VH1, CBS/King World and AMC.

Strategic Content Marketing – Strengthen Your Brand and Build Loyalty Through Engagement
Presented by Peggy Kane

Content marketing is the link between awareness and lead generation. Without a healthy diet of fresh content, a company’s entire marketing program will never perform at its best – but knowing how to get started can be mystifying. Content marketing is the art of creating, vetting and distributing content across all channels. Learn what content marketing is not, what consumers want, the components of a good content marketing strategy and the steps to implement and measure content strategy within your organization.

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  • Peggy is Vice President of Business Development at GLC with more than 25 years of working with hospitals and health systems.

A Special Session for Those New to Healthcare Marketing Healthcare Marketing – What You Need to Know
Presented by Lori Bruss and Erin Anderson

Are you new to the crazy world of healthcare marketing and thinking “what have I got myself into?” Get a crash course in Healthcare Marketing 101. Healthcare marketing can be daunting if you are new to the field. When most people think about it, they think about the most obvious aspects of marketing communications – making and placing ads and pitching stories to the media. It is so much more than that. Effective healthcare marketing communications starts with research and data, but it doesn’t end there. This session will teach you the tricks of the trade, starting with the concepts of branding and service line marketing, all the way to developing a successful marketing plan and how to measure success.

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  • Lori is the Executive Vice President of The Roberts Group. She has nearly 20 years’ experience in healthcare marketing and extensive knowledge of market sectors and communication media.
  • Erin is the Account Leader at The Roberts Group and has more than 15 years of account management experience.