Title: Your Content Strategy Is Your Digital Strategy
Shannon Cummins, Vice President, Business Development, GLC
Rene Ryan, Vice President, Content Strategy, GLC
Wednesday, January 30th, 2019 @ 12 noon
Shannon has more than 30 years of experience working with hospitals, health systems and health plans, developing integrated content marketing and communications programs that meet their goals and objectives. At GLC she brings her strategic focus and expertise to cross-platform media solutions and offers the healthcare industry a full spectrum of innovative business solutions customized to engage audiences and drive bottom-line growth.
B.A., University of Illinois
For more than 15 years, Rene has worked in the communications and custom media industry as a researcher, writer, editor, strategist and account director. She has a diverse and unique background in both creative execution and new business operations, which allows her to help see a client’s vision through from concept to completion. At GLC, Rene is responsible for overseeing content strategy and client relations, ensuring that each program is on target and exceeds the client’s expectations. Before joining GLC, Rene was a director of strategy at Imagination Publishing, where her team crafted award-winning programs for dozens of associations, B2B and B2C clients. Prior to Imagination, she worked as a journalist and editor for several organizations including The Boston Globe, NY Post, Inc. Magazine, Child Magazine, Budget Travel Magazine, Scholastic and McGraw-Hill.
B.A., Communication Studies, University of Iowa
M.A., Journalism, Emerson College
Description: 50% of hospital marketing budgets now go toward digital initiatives. Are you boosting online engagement and consumer experience? Learn best practices for creating a holistic content strategy: a goal-oriented process that focuses on the planning, creation, governance, distribution and measurement of you content efforts across all channels.
- Content Strategy Overload
- Back to Content Basics
- Why You Need a Fresh Content Strategy
- Developing a Holistic Content Strategy
- Putting the Strategy into Action
Missed a Webinar? Below is a complete list of completed Sandwich Smarts Webinars!
Title: Are Your Communications Integrated?
Creating a Mix of Owned, Earned and Paid Strategies for Maximum Reach
Speaker: Emily Hartzog, Vice President of Chartwell Agency
Wednesday, November 7th, 2018 @ 12 p.m.
Websites, bulletins, Facebook, Twitter, direct mail, radio spots, digital advertising, media relations, direct mail…oh, my! Communicating throughout your organization is more challenging than ever, especially given how diverse and varied preferences are among target audiences. With limited resources, professional communicators need to use an integrated approach of owned, earned and paid strategies to get the most out of every opportunity. In this session, we will provide the information you need to understand your balance of owned, earned and paid media and the tools to create a road map that integrates your efforts and maximizes your reach.
Definition of and the relationships between owned, earned and paid media
Benefits of developing an annual road map that coordinates a thoughtful mix of all three elements
Strategies to get started – options for building, managing and measuring your integrated communication strategy
Title: ‘Building A Brand From The Inside-Out’
Speaker: Jeffrey Nemetz, Founder/CEO Health Brand Group
Wednesday, September 26th, 2018 at 12 p.m.
For over 30 years, Jeffrey Nemetz has created new conversations around health and brand. By giving brand-led innovation a voice that can’t be ignored. By partnering with leaders who are devoted to changing the paradigm of health. By inventing and revitalizing business and brand growth initiatives. And by building strategic alliances that impact the health of corporations—their employees, their customers and their world. When Jeffrey speaks, brands listen. As a recognized thought leader in health and branding, Jeffrey has appeared as a featured contributor in local and national publications, and he has delivered keynote presentations on vision-driven branding and its impact on the health industry.
- Understand how great brands are created-and what’s inside the brand
- How does purpose empower brand development
- What does the business concept have to do with creating a brand
- How do you create passion and heart into your brand
- How will you know when your brand has impact
View the Webinar Recording Here!
COMPLETED: Content Marketing Hubs: How to Build Trust and Boost Traffic
There’s no question that most healthcare marketers today use content marketing as part of their marketing mix. But, not everyone who invests in content marketing is seeing results. Attend this webinar hosted by Ben Dillon, Chief Strategy Officer at Geonetric, and learn how organizations are developing content marketing hubs that drive traffic to services and providers. From content strategy and design to SEO and editorial calendars, this session will answer your top content marketing questions, share real-life examples of organizations that are doing content marketing well, and put you on a path to developing effective online hubs that build trust in your brand and attract new patients.
Attend this free webinar and learn how to:
- Leverage your content marketing investment to increase engagement with providers and services.
- Make decisions about content strategy, design, and functionality to influence SEO, user experience, and conversion rates.
- Maximize the effectiveness of content from blog posts, news articles, patient stories, and more.
View the webinar recording here
View the webinar slides here
COMPLETED- 2017 Pinnacle Best of Show – IVCH Sports Medicine Campaign
In 2016, IVCH partnered with McD Marketing to develop a campaign to promote the year-round services of its sports medicine program. The challenge was to create a concept that would resonate with audiences regardless of the media on which it appeared.
Take a peek inside the creative process and learn what decisions shaped the direction for this campaign. From print to radio to video, discover how this team developed a theme that would connect with potential clients on an emotional level and present IVCH as the clear choice in the area.
View the webinar recording here.
View the webinar slides here.
COMPLETED: Patients vs. Caregivers: How audiences drive campaign decisions.
Key lessons from this webinar: Marketing brand or service lines requires myriad decisions throughout the entire process. Arguably the most important is the decision to speak to the patient versus the caregiver. In addition to discussing the pros and cons of focusing on each audience, this webinar provided attendees with an understanding of how each audience:
1) Impacts strategy
2) Drives media selection
3) Shapes the information captured to determine results
Didn’t get a chance to view our June 14th webinar? Take a look at the slides and watch the recording below so you don’t miss out on any of the valuable information shared. The webinar featured two presenters with strong backgrounds in healthcare marketing and communications.
Topic: Best In Show: An Inside Look at Last Year’s Pinnacle Award Winner
Have you ever wondered what goes into being the Pinnacle Awards “Best In Show” winner? Join the team of Silver Cross Hospital to learn how the Warren-Sharpe Community Garden/Urban Farm came to be with the help of the Silver Cross Healthy Community Commission. And, hear about the decision process and what went into making the Pinnacle submission stand out as “Best In Show.”
For more information on the presenters, read their career bios below. View details of Silver Cross Hospital’s Warren-Sharpe Community Garden/Urban Farm “Best In Show” award-winning work here.
View the slides here.
Watch the recording here.
Meet the Presenters:
Tracy Simons is the Director of Marketing and Community Relations at Silver Cross Hospital in New Lenox, Illinois—a 100 Top Hospitals National Award winner for 7 consecutive years. She joined Silver Cross in 1997 as the Manger of Marketing and Community Relations and was promoted to Director in 2002.
A talented and innovative communications expert, Tracy has led her team to win several national and state advertising and marketing awards for Silver Cross. In 2007, Tracy worked with her colleagues at Silver Cross to obtain state approval for a 289-bed replacement hospital which opened in 2012. She oversaw all the communications and numerous special events leading up to the relocation and opening of the new hospital and state-of-the-art cancer center in partnership with University of Chicago Medicine. In addition to the Cancer Center, she currently oversees the marketing efforts for the hospital’s successful partnerships with The Rehabilitation Institute of Chicago, Ann & Robert H. Lurie Children’s Hospital, and Northwestern Medicine for neurosciences. A results-driven leader, Tracy has a wealth of experience in both traditional and new media strategies and tactics to promote the hospital as well as its affiliated and employed physicians.
Always looking for creative ways to partner with the community, she was instrumental in securing the naming rights to Silver Cross Field – a sponsorship which has garnished a publicity value more than triple the Hospital’s investment. And she helped to create the Silver Cross I Matter™ program, which rewards women with discounts at over 100 local businesses for getting their annual health screenings.
As an advocate for the Hospital, Tracy has held many leadership positions within the community including President of the New Lenox Chamber of Commerce. She has served on the Board of Directors for the Joliet Chamber of Commerce and Industry’s Council for Working Women and the Tinley Park Lioness Club and as Chair of the Ambassadors Program for the Frankfort Chamber of Commerce. She also volunteered for many years as a Girl Scout Leader and with Boy Scouts.
With 25 years of strategic healthcare marketing and public relations experience, Tracy is a Past President of the Illinois Society for Healthcare Marketing and Public Relations (ISHMPR) and has served on the Conference Planning Committee for the Society for Healthcare Strategy and Market Development (SHSMD). Prior to joining Silver Cross, Tracy worked as a Community Relations Coordinator at St. Francis Hospital and Health Center in Blue Island—now MetroSouth, and as the Marketing Director at BackDocs – a chiropractic practice.
She holds a Bachelor of Arts degree in Communications from Valparaiso University and received her Master’s in Business Administration (MBA) degree from the University of St. Francis in Joliet, Illinois.
Originally from Tinley Park, Illinois, Tracy and her husband, Scott, currently reside in New Lenox with their three children. Together, they own Pastime Sports Academy, an indoor baseball and softball training facility for athletes of all ages.
Leslie Newbon is the Senior Community Relations Coordinator at Silver Cross Hospital in New Lenox, Illinois— a Truven Health Analytics 100 Top Hospitals National Award winner for seven consecutive years. She joined Silver Cross in 2013. She is responsible for maintaining and cultivating community connections, building new partnerships, increasing public awareness about health services, coordinating special events along with implementing community outreach programs.
Over the past four years, Leslie has worked closely with the Silver Cross Healthy Community Commission, overseeing the grant and scholarship program. The Commission has provided more than $2.15 million in grants and scholarships to several local organizations and agencies including the National Hook-Up of Black Women (NHBW), Building Bridges Program, Joliet Junior College, University of St. Francis, Will County Workforce Investment Board’s Work Certified program, Joliet Community Action Network Male Mentoring Program, NAACP, Delta Sigma Theta and Alpha Kappa Alpha Sororities, Harvey Brooks Foundation, Forest Park Community Center, Spanish Center, the Hispanic Coalition of Will and Grundy Counties and the Warren-Sharpe Community Center.
In 2009, Silver Cross Hospital in partnership with NHBW established the Reading for Life Literacy Program, a grassroots initiative to raise the literacy level of children in the poorest area of the city—the eastside of Joliet. As a community advocate, Leslie continues to support these efforts through partnerships with book distribution companies and book drives. Over the last several years, the Reading for Life Literacy Program has provided free access to 65,000 books for more than 23,000 children and adults in the Joliet community through the Reading Rooms, day care centers, churches and community events.
Since 2013, Leslie has worked with the marketing team at Silver Cross Hospital to win several national and state advertising and marketing awards for Silver Cross.
As a member of several professional and service organizations, Leslie currently serves on the Board of Directors for Easter Seals of Will County, member of the United Way of Will County Impact and Investment Council, and executive committee member of Will County Mobilizing for Action through Planning and Partnerships (MAPP).
She holds a Bachelor of Science degree from Lee University.
Your Brand is about ‘Heartbeat,’ Not Chest Beat
February 15th, 2017, 12:00 p.m.
By: Rob Rosenberg, President Springboard Brand & Creative Strategy
Healthcare organizations are constantly beating their own chests and telling people about their services, however, these claims often go right over the heads of consumers or wind up in the “land of undifferentiation” with other providers in the marketplace. Branding is not about chest beating; it’s about creating a heartbeat and engaging consumers with key ideas and messages that touch their “sweet spot.” This presentation will explore how consumers define “heartbeat” brands and the characteristics they look for from hospitals. Importantly, we’ll also discuss how this same philosophy applies to internal communications and external branding as well.
Rob Rosenberg is President and Brand Strategy Director of Springboard Brand & Creative Strategy, a healthcare focused branding and communications firm located in the northwest suburbs of Chicago. Rob is a frequent speaker at national healthcare marketing conferences and is regularly featured in trade publications on the subjects of brand development, advertising and social media. Rob has authored articles and textbook selections for Health Leaders Media and currently writes Springboard’s award- winning hospital branding blog. Rob has a B.A. degree in Communications from the University of Kentucky and is a graduate of Northwestern University’s Institute of Advanced Advertising Studies.
Click here to view the slides
Bridging Worlds: The Future Role of the Healthcare Strategist
September 21, 2016 at 12 PM
By: Ruth Padilla Portacci – Society for Healthcare Strategy & Market Development (SHSMD) Board Member
Everyone knows that the health care landscape is shifting rapidly—that the field is in the midst of a radical transformation and the rate of change is accelerating. Healthcare strategists, and their senior leaders, are tasked with anticipating the implications of ongoing changes and then applying their findings to their markets. This webinar will help health care organizations approach health care strategy issues in the coming years with new insight into how hospitals and health systems should understand, react to, and anticipate broad marketplace trends.
This webinar is over.
Click here to view the recording of this webinar.
Click here to view the slides.
Click here for SHSMD advance workbook.
Click here for Bridging Worlds Skills Tools Poster
K.I.S.S. Your Old Content Marketing Goodbye
Presented by Jon Headlee, Ten Adams
Are you ready to engage and educate your audience and own the local online healthcare conversation? Then pull up a chair and let’s have a conversation on how to get the most from your content marketing. Content has increasingly become the foundation of many hospital and healthcare organizations’ marketing efforts, and rightfully so. It can be one of the most effective ways to build trust in your brand as well as create a connection and conversation with your audience, if done right. But if you’re like most healthcare marketers, you’re being asked to do more with a lot less, presenting you with challenges like:
- You’re doing digital content now but the goals seem unclear
- It’s a struggle to create all the necessary content
- You’re overwhelmed with too many digital options
- The term “digital” feels disconnected
- You’re challenged with getting your executive team to buy in
We’ll show you how to navigate these challenges so you can set up your digital content for success. Pulling from our own campaign successes and best practices, we’ll share examples of doing it right plus some awesome tips for keeping it simple, including:
- Building your content marketing strategy around service lines
- Creating a blog to serve as a hub for all strategic content
- Driving user activity and conversion while building relationships, trust and connections
This webinar is over. To see the slides from this webinar, please click this link.
Panoramic PR: How to Effortlessly Transform Ordinary PR into Captivating 3D Marketing
Presented by Barbara Rozgonyi, CoryWest Media, LLC
Travel into the world of 3D marketing via Panoramic PR [Personality + Reputation]. Learn how to convert basic press releases into multi-purpose marketing tools that will save you time and deliver 3D results. All attendees will receive a 3D marketing/PR planning guide.
- Learn how to revise outdated, traditional press releases into a modern, vibrant social news release format that commands attention.
- Discover how to repurpose publicity as a marketing tool across direct, digital and dynamic channels to make the most of your PR efforts.
- Find out how to reach traditional and new media, in unexpected places, to expand your reach.
This webinar is over. To see the slides from this webinar, please click this link.
Below are completed SHSMDU Webcasts
Title: Leveraging Video to Maximize Your Marketing Budget and Time
Presenters: Julia Yoder, Marketing & PR Director at Brookings Health System
Sarah Carnes, CEO and Managing Partner at 9 Clouds
When: 12 noon, CT
Brookings Health System, a rural, community health system based in Brookings, SD, has used video content as a key branding component to establish a new face for the organization. By partnering with 9 Clouds, a boutique agency that specializes in data-driven digital marketing, the health system built a successful, affordable digital campaign centered on video content.
Learn how to maximize your marketing spend with ways to reuse and re-purpose your video content
Generate ideas of how you can compete differently for your own organization based on your competitive advantages
Establish goals and use data to measure the results of your marketing
Title: Award Winning Marketing Campaigns with Peanuts for a Budget
Presenters: Elizabeth Harvill, Director of Marketing and PR, Meadows Regional Medical Center
When: Prerecorded and Available 24/7
Pablo Picasso once said, “learn the rules like a pro, so you can break them like an artist.” Really, he said that. Look. In fact, go to Facebook and search #PicassoPules to verify. Made you look. I really just wanted you to see my hospital & be able to track who is interested in this class. Effective Marketing is not defined by the amount of zeros behind a campaign, but by the sheer results it drives. Venture into the case studies of a one (wo)man marketing department who collects awards for abstract campaigns, using peanuts for payment.
Make a pink tutu for their hospital/practice
Break through the noise and develop abstract campaigns that are heard
Better communicate with physicians and employees
Title: Cultivating Resources to Grow Your Brand
Presenters: Julie Akers, Marketing Coordinator, Madison Health
Date: 12 noon, CT
Following a successful rebrand, a less than two-person marketing team was challenged to maintain momentum on a reduced budget. The team worked collaboratively to create strategic outreach opportunities and identify resources that would assist in establishing increased brand awareness. Though faced with a challenge, the team capitalized on internal and external resources to support brand position and implemented creative outreach opportunities at little to no cost.
Identify the key components of a successful rebrand.
List strategic ways to achieve more brand awareness with less resources.
Establish an aggressive marketing and physician relations plan to maximize results.
Title: Use of Brand Council
Presenters: Elizabeth Parkins, Marketing and Communications Consultant, Carilion Franklin Memorial Hospital
Fidel Valea, MD, Medical Chair, Senior Vice President, Carilion Clinic Department of OBGYN
When: 12 noon, CT
Understanding, and then improving, the patient experience is critical to the launch of a new brand. With Carilion Clinic’s women’s services branding efforts as the backdrop, this session takes a practical look at how an employee-driven “brand council” can impact the patient experience, hospital operations, and the launch of a new brand. Participants will learn how to identify potential pitfalls; understand the challenges of bringing disparate employees together; and benefit from lessons learned as we discuss brand councils, patient journey mapping, and the branding process.
Build and incorporate a brand council into a branding process.
Help their organizations “connect-the-dots” to improve patient service across service lines.
Use a brand council to build internal support for a new brand.
Title: Leveraging Digital Media to Scale
Presenters: Michael Slusarz, Vice President Marketing & Business Development, Cape Regional Health System
When: 12 noon, CT
This session will explore how healthcare marketing strategists can effectively utilize digital marketing to capture new market share, grow patient volume, enhance brand equity, and improve social media engagements in small markets.
Cape Regional Health System, a small community healthcare delivery system in southern, New Jersey entered the new world of digital marketing for the first time in 2017. For the system, the most important aspect of the campaign was to generate the right traffic to unique consumer focused landing pages and capture a higher than average rate of return in converting those consumers into targeted leads from a business development perspective. All without the benefit of a comprehensive customer relationship management program or physician liaison function.
Develop and successfully launch results oriented digital marketing campaigns in targeted geographical markets
Effectively utilize and align social, display, search, mobile and retargeting marketing practices with an organizations target audiences and business development objectives
Create unique consumer engagement opportunities which generate value added website traffic with higher than average returns on investment and conversion potential
Title: Learning How to Juggle: Creating a Successful Workflow for Creating Projects
Presenters: Jesiree Driskell, Digital Marketing, Hendrick Health
Lynne Bruton, Media and Communications, Hendrick Health
When: 12 noon, CT
Learn how a small in-house agency manages a large volume of creative projects with a centralized project workflow solution. From managing website development and video production to business cards and letterhead, the full-service marketing team at a West Texas rural hospital found an ally in technology that helped them juggle projects more efficiently and effectively.
The department adopted a solution through Smartsheet in 2017 that allows clients to submit project requests online and provides account managers with updates on the progress of each project. In addition, the team developed a project guide and production timelines, as well as updated the style manual. All marketing team members have access to all marketing creative project requests and can easily manage another person’s project in their absence.
Determine the need for a project management solution.
Design an efficient workflow for creative projects.
Leverage existing technology to increase accountability and communication in project development.