2018 Tri-State Conference Keynote Speakers

Let It Go, Just Let It Go

Kent Rader, Professional Speaker, Kent Rader Speaks

Our healthcare industry is experiencing workforce shortages that promise to get worse. Recent surveys report more than half of our employees hate their jobs. The number one reason cited for both phenomena is the stress associated with today’s healthcare environment. Having spent 12 years as CFO and CEO of hospitals, Kent has experienced this stress firsthand. This keynote program takes you on a journey you won’t want to end. We will explore the origins of stressful feelings and how humor is a proven tool in combating these feelings. Guaranteed laughter and practical takeaways will help you include more humor in your life and work.

Joe Public III: The End Of Hospital Marketing

Chris Bevolo, Executive Vice President, Revive Health

Historically, “hospital marketing” has had a slightly negative connotation given that, as a whole, the health system sector was years behind other industries in its understanding and application of marketing and branding. But over the past few years, this gap has clearly closed, as a number of leading health system marketers are taking advanced and innovative approaches to marketing and branding. Or put another way, we’ve arrived at a place where great hospital marketing can be described simply as great marketing. In this presentation, Chris will share findings from his new book, “Joe Public III: The End of Hospital Marketing,” which outlines the new imperatives for hospital and health system marketers, based on dozens of hours of interviews with the top marketers in our field.

Speaker Schedule:

Breakout Session #1: 11 a.m. – 12 p.m.

1.1 The 10% Secret to Mastering the Chaos of Healthcare Marketing

The 10% Secret to Mastering the Chaos of Healthcare Marketing
Jennifer Horton, MBA, VP Strategy, Ten Adams

Do you sometimes feel more like a firefighter than a marketer? If you’re constantly putting out the fires of last-minute requests and crises, this session can help you take control by teaching you how to minimize fires before they start. Learn how implementing “the 10% secret” elevates your role as a strategist and enhances your leadership skills in building your organization’s brand, reputation, growth and engagement. During this session, you’ll gain a fresh perspective and learn new ways to manage the chaos so you can focus your time on more important things.

1.2 Promoting Your Service Lines Like a Pro

Dana McCoy, Marketing Director, CGH Medical Center
Chris Widell, Business Development Consultant, Coffey Communications

During this session, CGH Medical Center will share lessons they learned through a website case study. They will discuss how to organize web copy, break it apart, analyze it for SEO purposes, include key stakeholders in the writing process and successfully launch service line promotions online. They will also share other techniques to promote your key service lines.

1.3 Why Reputation Matters in Healthcare

Brian Lee, APR, President, Revelation PR, Advertising & Social Media

A Deloitte study shows that when an organization’s reputation is damaged, there is a corresponding decrease in revenue, customers/patients, brand value and stock price. In fact, 87 percent of CEOs worldwide said reputation risk is the most important strategic risk their organizations are facing. This should come as no surprise, as patients are increasingly using reviews to choose healthcare services. According to an Accenture study, hospitals are growing profitability by improving patient satisfaction, not by cutting costs.

That’s where reputation management comes into play. Think of it as the precursor to crisis management. Reputation management is the strategic, proactive process of shaping how internal and external audiences perceive your organization on your terms, and it will help mitigate crises if and when they occur. Brian Lee, APR, will explain how to develop and implement a reputation management plan that assesses your current reputation, identifies risks, sets Key Performance Indicators (KPI) based on business objectives and measures your progress.

Breakout Session #2: 1:30 – 2:30 p.m.

2.1 Healthcare Consumerism and the Millennial Mandate

Candace Quinn, BA, MM, Consultant, Candace Quinn Consulting, LLC
Stephen Moegling, SVP of Growth, Hailey Sault

Healthcare consumerism is the topic of this decade. As marketers, our role is to understand the forces driving consumerism, anticipate the perspective of the audiences we target, and arm ourselves with the knowledge we need to use technology and tactics to accomplish our missions. As we consider reaching and engaging millennials, we must first understand the differences and the commonalities between generations. This presentation will focus on the impact the generational differences are having or will have on creating successful messaging, selecting effective media and ultimately recognizing the right creative for the target at a generational level.

2.2 How to Double Your Practice Without Increasing Your Marketing Budget

Natalia Luneva, Marketing & Practice Management Consultant, Practice Secret

This presentation will explain how to double a medical practice by improving patient conversion,
compliance and retention. The objective is to identify and fix systems that cause practices to
lose patients.

2.3 When CRM and PRM Join Forces

Crystal Potter, Lead Client Strategist, Patientology™, Tea Leaves Health
Christine Sasser-Perry, RNCN4, Lead Client Strategist, Physicianology™, Tea Leaves
Health

Powerful results can be achieved when consumer data from a CRM and physician data from a PRM are combined. This session will cover how to use a combination of both CRM and PRM solutions to positively impact your bottom line. Learn how to identify high-risk patients and prospects and connect them with the right primary care providers and specialists. Hear how to use data to design effective communications as well as create action plans to strengthen referral relationships.

Breakout Session #3: 3 – 4 p.m.

3.1 Don’t Refer to Someone’s Cancer Diagnosis as a “Journey” Unless You’re Taking
Them on a Cruise…and Other Lessons I Learned as a Cancer Patient and
Healthcare Marketer

Jennifer Hollingshead, Vice President of Accounts, Prairie Dog|TCG

I rang in 2015 as someone who—for the most part—was balancing the demands of a job as the marketing manager at a major academic medical center with my other “job” as a mom of two active tween-age girls. Life was busy. Hectic. And good. Then exactly one week later came a metastatic cancer diagnosis that changed my life. In a second, everything was different…from my physical and mental energy…to life at home and even how I thought about doing my job. What I learned is that healthcare marketing is about so much more than style guides and premier internal newsletters. First and foremost, it’s about how we make people feel. It’s the hope we offer. And the tomorrows we promise.

3.2 How to Take Your Marketing Plan to the Next Level

Stephen Moegling, SVP of Growth, Hailey Sault

Marketing plans are the lifeblood of a campaign. Done right, the strategies in the marketing plan help fuel achievement of key goals. But most healthcare marketers experience “planning overwhelm” — feeling too busy to dedicate time and energy to take their plans to the next level. In this engaging session, you will learn shortcuts, interesting tools and proven best practices to accelerate the development of highly effective marketing plans.

3.3 Creating the Perfect Match: Leverage Data to Create the Perfect Match Between
Patient & Provider

Amanda Bury, Director, Client Development, Kyruus
Travis Moore, RN, VP, Account Management, Kyruus

Many hospitals and health systems are falling short when it comes to delivering a successful “digital front door” experience for patients—whether that’s through call centers or via consumer facing websites. During this session, we will explore the evolving role of health systems’ online provider directories and call centers, as well as how effective provider data management optimizes patient-provider matching.

Breakout Session #4: 4:15 – 5:15 p.m.

4.1 Women’s Viewpoints on Healthcare and Digital Healthcare Behavior –
Get the Latest Opinions Women Shared in a 2018 National Market Study

Rob Klein, Founder & CEO, Klein & Partners

As we all know, healthcare must continue to evolve at a rapid pace with all of the advances in technology and retail-like expectations from consumers. The opinions of female healthcare decision makers are defining healthcare both from an experiencial and clinical point of view. How do hospitals, systems and physicians best connect with the female healthcare consumer and decision maker. Learning and better understanding what women had to say when responding to an annual consumer research study is a great way to begin.

4.2 The Road to a Rebrand: From Ideation to Market Introduction

Paul Fiore, Marketing Manager, Hennepin Healthcare
Tom Hayes, Vice President, Public Relations & Marketing, Hennepin Healthcare

Hennepin County Medical Center had strong community awareness as a safety-net hospital and Level I Adult and Pediatric Trauma Center. The community did not recognize the growth the organization had achieved over the last 10 years to become an integrated system of care, including primary care clinics, growth in specialty care, home care, hospice and other services. In 2015, the organization began the process of rebranding. This presentation will take the audience through the steps that were taken to achieve a successful rebrand. A focus on collecting and strategically utilizing data will be provided, along with the process used to identify a new name, logo mark and brand architecture. The presentation will also focus on internal introduction and external launch activities associated with the Hennepin Healthcare brand campaign.

4.3 When Things Go Wrong: How to Manage a Crisis

Emily Hartzog, Vice President, Chartwell Agency

When the stakes are high, are you able to respond to a crisis at your organization? We’ll share the importance of planning ahead, the four stages of crisis communication, strategies to manage the fast-paced demands and how both official and unofficial spokespeople factor into crisis management. This is a wonderful opportunity to learn from your peers about crises they survived and lessons they learned along the way.