HL15016_brochure

To regisTer, please visiT: www.worldcongress.com/hospiTalmarkeTingc a l l : 8 0 0 - 7 6 7 - 9 4 9 9 • e m a i l : w c r e g @ w o r l d c o n g r e s s . c o m

Organized by:

For program updates please visit www.worldcongress.com/Hospitalmarketing

co-located with:

s e p T e m b e r 1 7 - 1 8 , 2 0 1 5 • h i l T o n b o s T o n l o g a n • b o s T o n , m a

save up To $600 when you regisTer by June 18, 2015

Enhance Traditional and Digital Marketing Efforts to Reach and Engage the Evolving Consumer

Educational Underwriters:

2nd annual

William Van Slyke vice president, marketing and external affairs Columbia Memorial Health

Teresa Prego chief marketing executive, northeast region Tenet Healthcare

Michael Slusarz vice president, marketing and public relations Barnabas Health

Barbra J. Bortner vice president, marketing and public relations Mercy Health System

FeaTured SpeakerS• Build a mobile marketing strategy that

addresses consumers’ increased use of mobile devices to access health information

• Create separate marketing for providers and consumers while maintaining consistent messages about the organization’s mission

• Explore the benefits of co-branding with outside organizations to generate new patient volume and promote the brand

• Examine the psychology behind marketing to create a higher level of brand awareness and brand loyalty

• Participate in interactive workshops around crisis communication or physician marketing

• Meet and network with peers from the co-located Patient Engagement and Experience Summit

New For 2015

MarketingEngagement roIpaTienT volume population health

Brand Loyalty INTeGraTIoN

rev

enu

eweLLNeSS Mobile Marketing

Seo

SoCial MEDia CoMMuNICaTIoN

S e p t e m b e r 1 7 - 1 8 , 2 0 1 5 • H i l t o n B o s t o n L o g a n • B o s t o n , M A

Improve Patient Experience, Disease Management, and Adherence While Reducing Costs

the world congress 2nd annual

Patient Engagement and Experience SummitPatient Engagement and Experience Summit

Hospital Marketing innovation Summit

Outstanding Support Provided by:

Follow us on Twitter: @WrldHealthCare #HMIS15

Enhance Traditional

and Digital Marketing

Efforts to Reach and

Engage the

Evolving ConsumersepTember 17-18, 2015 • hilTon bosTon logan • bosTon, ma

WHo SHoulD aT TEnD:

From hospitals, health systems, integrated delivery systems, and provider group practices:

Chief Marketing officers

Vice Presidents and Directors of:

* Marketing Strategy

* Digital Marketing

* Service line Marketing

* Communications

* Strategic Planning

* Public Relations

This summit also benefits:

Marketing Solutions Companies

Marketing Communications Companies

Marketing Consultants

advertising/PR agencies

Consumer Engagement Companies

Health Care Branding Companies

dear esteemed colleague,

The health care landscape is constantly changing, bringing about new care options for consumers seeking health services. with growing competition throughout the industry, hospital marketers must focus their efforts on ways to engage consumers in order to acquire new and retain existing patients. The 2nd annual Hospital Marketing innovation Summit convenes hospital and health system marketers to explore strategies for creating relevant, engaging messages and reaching consumers where they are accessing health information.

hear case studies, presentations, and participate in hands-on workshops that:

• explore the marketer’s role in promoting health and wellness within the community

• create consistent messaging across digital and traditional marketing platforms

• utilize patient data to truly connect with and engage consumers• determine the balance between marketing service lines and primary care

Join us to gain strategies to advance your marketing efforts to keep up with the ever-changing health care landscape and the evolving health care consumer. network with peers and thought leaders and bring back success to your organization.

i look forward to meeting you in boston!

sincerely,

ryan younger director, marketing meridian health

To register, please visit www.worldcongress.com/HospitalMarketing • Phone: 800-767-9499 • Fax: 781-939-2543 • Email: [email protected]

Co-located with:

2nd annual

P.S. — Don’t forget about the team discount. Find out more about special group

package discounts by calling 800-767-9499 or emailing

[email protected].





“The Hospital Marketing Summit is a great opportunity to hear best practices from the hospital systems in the country leading the transformation of hospital and health care marketing. The meeting is small enough to make meaningful

connections with colleagues, but large enough to draw some of the top thought leaders in the industry. Whether your system is just getting started in its efforts or you’re looking to refine your strategy, the Summit has something for you.”

— Christopher nelson, assistant Vice President for Public affairs, university of utah Health Care



daY oNe – THurSdaY SepTeMBer 17, 20158:00 am – 8:30 am Workshop Registration and Morning Coffee

pre-SuMMIT workSHopS8:30 am – 11:45 am WORKSHOP A: Tailor Marketing Messages to Reach Referring Physicians

While a large majority of marketing efforts look to reach and engage the health care consumer, some messages target providers to encourage referrals to specific organizations and facilities. Marketing materials geared specifically to the audience tend to receive better response; therefore, messages to physicians must vary from outreach to consumers. • Understand best practices for reaching and engaging providers through marketing• Determine how to create separate marketing for providers and consumers while maintaining consistent messages about the organization’s mission

and brand• Examine the balance between marketing to consumers and physicians

Michael Slusarz Vice President, Marketing and Public Relations BarnaBaS HEalTH

Katharine Fitzgerald Senior Director, Marketing and Communications SEaTTlE CHIldrEn’S

anjie Britton, MBa Executive Director, Marketing Services TrIHEalTH

WORKSHOP B: Explore Effective Strategies for Crisis Communication Marketers can spend months or years creating a brand for the hospital and maintaining a positive reputation within the community. Unfortunately, when something goes wrong within a hospital, the opinion of the community can change for the worse at a much quicker rate. Join this hands-on workshop to discover new strategies for crisis communication that incorporate the growing number of social media platforms and prepare the organization for the unexpected. • Examine strengths and weaknesses of existing crisis communication strategies • Update crisis communication plans to incorporate the fastest growing social media platforms• Improve existing plans to a ensure timely, thorough, and efficient response to unexpected circumstances• Hear from an organization that has recently undergone a crisis and discover how it influenced changes to the crisis communication strategy

Caryn Klebba Director, Corporate Public Relations nOvanT HEalTH

lily albin Senior Social Media Specialist BOSTOn CHIldrEn’S HOSPITal

11:45 am – 1:00 pm Lunch on Your Own/Main Summit Registration

MaIN SuMMIT1:00 pm – 1:15 pm Chairperson’s Welcome and Opening Remarks

dalal Haldeman, Phd, MBa Senior Vice President, Marketing and Communications JOHnS HOPKInS MEdICInE

dISCuSS THe CHaNGING HeaLTH Care LaNdSCape aNd ITS eFFeCT oN HoSpITaL MarkeTING1:15 pm – 2:00 pm Utilize Marketing to Promote Population Health and Wellness

The recent shift within the health care industry to a focus on population health encourages more attention be paid to wellness programs and preventive health care. Hospitals, which are traditionally viewed as an establishment frequented by the sick, are including community health and wellness messages as part of marketing to support this trend.• Understand the overlap between marketing and community health• Discuss strategies for promoting a culture of health for the hospital• Examine how promoting population health can impact consumer engagement and brand loyalty

Theresa Jacobellis Assistant Vice President, Marketing CaTHOlIC HEalTH SErvICES OF lOng ISland; Assistant Vice President, Public Affairs and Marketing gOOd SaMarITan HOSPITal

Janine logan, aPr Director, Communications, Nassau-Suffolk Hospital Council nOrTHErn METrOPOlITan HOSPITal aSSOCIaTIOn

douglas C. dyer Vice President, Marketing and Public Relations PInnaClEHEalTH SySTEM


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“The quality of speakers at the Hospital Marketing Innovation Summit was stunning! The best of the best, 100% focused on using the latest in consumer marketing to reach

the new health care consumer!”– Stephen Zubrod, Vice President of Marketing, Chief Marketing officer, Methodist Health System

daY oNe – THurSdaY SepTeMBer 17, 2015 (CoNTINued)

2:00 pm – 2:45 pm Incorporate Quality into Marketing through Audio Branding

• Implement an audio brand in the marketplace• Define distinct messaging and utilize this to create a unique sound• Explore how a large Missouri hospital is capitalizing on its audio brand• Discover opportunities to enhance patient experience through sound design

Colleen Fahey U.S. Managing Director SIxIèME SOn

2:45 pm – 3:30 pm Create Brand Awareness and Brand Loyalty by Understanding Consumer Behavior

As the health care industry faces many changes and consumers have a growing number of health care options, hospitals and health systems look for more ways to connect with consumers. Using applied psychology to truly understand the way consumers make decisions and respond to marketing messages can influence consumer behavior and ultimately impact your bottom line. • Discuss ways to understand the target audience and learn what influences behavior change• Explore the psychology behind marketing to create a higher level of brand awareness and brand loyalty

Jake McKenzie Chief Executive Officer InTErMarK grOUP

3:30 pm – 4:00 pm Networking and Refreshment Break

LeveraGe dIGITaL MarkeTING STraTeGIeS aNd eNSure INTeGraTIoN wITH TradITIoNaL MarkeTING MeTHodS

4:00 pm – 4:45 pm Employ Data Driven Design to Meet the Needs of Consumers

From the look of the website to the targeting of specific campaigns, data should play a central role in an organization’s marketing strategy. The challenge with data driven design is how to get CRM information linked up with patient data and connect it back to market research. In this session, explore how varying sources of information can work together to take marketing initiatives to the next level.• Utilize patient data to create a tailored user experience and build engagement• Determine ways to use data to increase transparency and partnerships with patients

Emily Kagan-Trenchard Director, Web Technology and Design nOrTH SHOrE-lIJ HEalTH SySTEM

4:45 pm – 5:30 pm Create Innovative, Engaging, and Shareable Content for Hospital Marketing

While the popularity of social media continues to rise, hospitals are distributing newsletters, writing blog posts, and creating content for the growing number of social media platforms in an effort to keep up with the trends and compete with other organizations’ online presence. However, a lot of the information posted — employee awards or providers participating in a web chat — is geared more toward consumers who are already have a relationship with the organization. In order to make brands more visible, hospitals need to create engaging, shareable content.• Uncover content that engages consumers and inspires discussion• Examine what information resonates with consumers with little or no relationship to the organization• Gather examples of content marketing hospital and health systems use to increase visibility and interest

William van Slyke Vice President, Marketing and External Affairs COlUMBIa MEMOrIal HEalTH

david vener Marketing Director SMITH & JOnES

Mark Shipley Co-Founder, Strategy Director SMITH & JOnES

5:30 pm – 6:30 pm Cocktail and Networking Reception


For updaTes on our bosTon program please visiT www.worldcongress.com/hospiTalmarkeTing

To i n q u i re a b o u t s p o n s o r s h i p a n d e xe c u t i ve n e t wo r k i n g o p p o r t u n i t i e s , p l e a s e co nt a c t :Bernie Weiss, Vice President, Business Development, World Congress Phone: (781) 939-2502 • [email protected]


Oustanding Support Provided by


daY Two – FrIdaY SepTeMBer 18, 20158:00 am – 8:30 am Morning Coffee

8:30 am – 8:45 am Chairperson’s Welcome and Review of Day One

dalal Haldeman, Phd, MBa Senior Vice President, Marketing and Communications JOHnS HOPKInS MEdICInE

8:45 am – 9:30 am Enhance Search Engine Strategy and Address Increased Mobile Marketing to Improve Digital Traffic

Organic search is a vital part of any digital marketing strategy, and improving SEO and keyword initiatives can increase digital traffic. Understand the impact content production and keyword use have on search results and — with more and more consumers accessing health information on mobile devices — ensure marketing content is appropriate for viewing on small devices. • Evaluate the changes Google and other search engines have made that reduce the importance of link building• Discover strategies to utilize content and keyword placement to rank higher on search results• Adapt strategy to capitalize on niche markets and refine strategic planning to capitalize on new changes in search• Determine tools hospitals can use to ensure all aspects of the organization’s website are mobile-friendly• Explore how to create messages that are informative but not overwhelming on a small screen

Tom Jensen Director, Marketing, Public Relations, Online Media MErCy HEalTH SySTEM

Barbra J. Bortner Vice President, Marketing and Public Relations MErCy HEalTH SySTEM

9:30 am – 10:15 am Link Investment to Revenue — Uncover the ROI of Digital Marketing Efforts

According to Forrester Research, the U.S. digital marketing spend will reach $76.6 billion by 2016. The health care industry is using digital marketing techniques as a way to inform their communities and either interact directly with or provide a forum for interaction for their patients and prospects. They are spending online marketing dollars in a variety of ways: search engine optimization to increase visibility; online support group creation through social media channels as a value add for patients; YouTube channels featuring videos of procedures to inform current and future patients, potential donors, and the community; social media channels as a way to provide wellness-related tips to the community; and comprehensive monitoring of social media channels to observe negative feedback and respond to the patient directly, providing both a reputation management avenue and enhancing their customer service standards. These efforts produce a variety of results within their communities, target markets, and prospective donor pools. However, directly linking digital marketing investments to revenue continues to prove challenging. • Explore options for tracking digital marketing efforts to determine ROI• Learn how health care organizations can effectively engage on social media and link this engagement to bottom-line revenue• Utilize website analytics to identify leads and improve patient acquisition and retention

Kaysha Kalkofen Co-Founder TSUnEla

Joanna dettmann Co-Founder TSUnEla

10:15 am – 10:45 am Networking and Refreshment Break

10:45 am – 11:30 am Utilize Consumer Feedback to Boost the Online Reputation of the Organization

Online reputation is making a huge impact on business as it is increasingly influencing the decisions of the health care consumer. With so many different outlets for consumers to rate and review both health care organizations and practitioners, it is extremely difficult to monitor and address every channel unless managed in real time, using technology to increase visibility in real time.• Understand the trends in the market and where consumers are talking about health care facilities and practitioners• Determine which channels to monitor, how to respond, and how you can leverage these channels to increase visibility • Explore ways to enhance online reputation through consumer comments and reviews• Bring your online reputation to par with your “true” reputation

allen davidov Vice President, Marketing MOUnT SInaI HOSPITal FOUndaTIOn

Joy ghosh Vice President, Enterprise Sales rEPUTaTIOn.COM

ryan Squire Senior Director, Social Media KIndrEd HEalTHCarE

Hospital Marketing innovation Summit is Co-located With:






daY Two – FrIdaY SepTeMBer 18, 2015 (CoNTINued)

uNderSTaNd THe IMpaCT oF CoLLaBoraTING wITH oTHer orGaNIzaTIoNS aNd CauSeS To expaNd THe reaCH oF MarkeTING

11:30 am – 12:15 pm Generate New Patient Volume through Health Plan Collaboration and Co-Branding

Hospitals and health systems that have their own health plan can clearly benefit from co-branded outreach, but even those with no relationship to a plan can benefit from coordinated messages. Not only would these messages help to increase the number of insured community members, enrollment is a great time for hospitals and providers to build relationships with consumers.• Understand the benefits of creating marketing messages in collaboration with health plans• Determine best practices for coordinating marketing outreach with health plans• Hear various perspectives on this approach including hospitals with their own plan and those with no relationship to an insurer

robert g. Pavlich Chief Business Development Officer HaHnEMann UnIvErSITy HOSPITal

Matt Henry Vice President, Healthcare aUdIEnCE ParTnErS

aneesh Chopra Former Chief Technology Officer UnITEd STaTES gOvErnMEnT

12:15 pm – 1:30 pm Luncheon

1:30 pm – 2:15 pm CASE STUDY:

Partner with Charitable Organizations to Create Cause-Related Messaging and Health Content Marketing OpportunitiesAssociating with a charity in marketing can not only help build a reputation for the hospital and promote a positive brand, but it can help raise public awareness about health concerns. • Examine ways to create messages with a charity that meet the needs of both parties• Discover how this marketing approach benefits each organization• Uncover opportunities to provide health content via community organizations• Hear from an organization that has implemented this approach and uncover the results

Teresa Prego Chief Marketing Executive, Northeast Region TEnET HEalTHCarE

expLore STraTeGIeS For ServICe LINe aNd prIMarY Care MarkeTING2:15 pm – 3:00 pm CASE STUDY:

Promote Service Lines and Build Brand Loyalty through Social Media and BloggingMarketing messages that aim to promote the organization as a whole vary from messages intended to market specific service lines. Hear how one organization creates engaging blogs and social media posts to promote specialty services, including a bariatrics program, colonoscopy services, and a pain clinic.• Understand the role providers play in creating marketing messages• Discuss strategies for determining service lines that benefit most from this approach• Examine the results of this approach in building social media presence as well as increasing patient engagement and appointments

Crista latham Executive Director, Marketing and Communications nEBraSKa MEdICInE

3:00 pm – 3:45 pm Define the Balance Between Marketing for Primary Care and Service Lines

Consumers tend to make decisions about where they seek care based on a hospital’s reputation for either their primary care or specific service line care. Since hospitals market these separately, it is essential to determine how much time, energy, and resources should be focused on each to make the biggest impact on consumer choice.• Discuss ways to ensure consistent messaging about the organization across marketing for multiple specialties• Uncover how consumers make decisions about where to receive care inside and outside of the hospital’s walls• Explore the balance between marketing for primary care versus marketing for specific service lines• Address the paradigm shifts in measuring value and growth in marketing with health care reform

ryan younger Director, Marketing MErIdIan HEalTH

3:45 pm Close of Summit

registration Fee:venue:Hilton Boston Logan1 Hotel Drive Boston, Ma 02128 Tel: 617-568-6700room rate $269Cut off date 9/2/15

Please visit the conference website for information to receive this special rate.

Fee for the conference includes welcome coffee, lunch, reception, refreshments, and web-based conference documentation available pre and post event through a password protected web-site. Please make checks (in U.S. funds drawn on a U.S. bank) payable to WC Research, Inc. (No personal checks accepted) *Verification may be required for rate approvals.Please contact us should you have any special needs

Substitution & Cancellation: Your registration may be transferred to a member of your organization up to 24 hours in advance of the conference. Cancellations received in writing on or before 30 days prior to the start of the event will be refunded, less a $395 administrative charge. No refunds will be made after this date; however, the registration fee less the $395 administrative charge can be credited to another World Congress conference if you register within 6 months from the date of this conference. In case of conference cancellation, World Congress’ liability is limited to refund of the conference registration fee only. World Congress reserves the right to alter this program without prior notice.

Satisfaction Guaranteed: World Congress stands behind the quality of its conferences. If you are not satisfied with the quality of the conference, a credit will be awarded towards a comparable World Congress conference of your choice

Team discount: Your organization may send ONE executive FREE for every three delegates registered. All registrations must be made at the same time to qualify. To register your team, contact us at 800-767-9499.

Best Value

By 06/18/2015 By 07/16/2015 By 09/17/2015StandardConference $1695.00 $1995.00 $2295.00Conference Plus 1 Workshop $1895.00 $2195.00 $2495.00Workshop only $200.00Care ProvidersConference $595.00 $895.00 $1195.00Conference Plus 1 Workshop $795.00 $1095.00 $1395.00Workshop only $200.00GovernmentConference $295.00 Conference Plus 1 Workshop $395.00Workshop only $100.00

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World Congress500 West Cummings Park, Suite 5200Woburn, MA 01801

HL15016

save up To $600 when you regisTer by June 18, 2015

Top reason s To aT T end• expand social media

reach by creating innovative, engaging, and shareable content

• promote population health and wellness to influence consumer engagement and brand loyalty

• utilize patient data to create a tailored user experience and build engagement

• explore options for tracking digital marketing efforts to determine roi

• uncover the opportunity to use quality and value in marketing to generate new patient volume

• examine the use of content and keyword placement to rank higher on search results

Enhance Traditional

and Digital Marketing

Efforts to Reach and

Engage the

Evolving ConsumersepTember 17-18, 2015 • hilTon bosTon logan • bosTon, ma

2nd annual



H E a R C a S E S T u D i E S a n D P R E S E n TaT i o n S f R o M:• BarNaBaS HeaLTH • CoLuMBIa MeMorIaL HeaLTH• Good SaMarITaN HoSpITaL • MerCY HeaLTH SYSTeM• MerIdIaN HeaLTH• MouNT SINaI HoSpITaL FouNdaTIoN• NeBraSka MedICINe• NorTH SHore-LIJ HeaLTH SYSTeM• NovaNT HeaLTH • SeaTTLe CHILdreN’S • TeNeT HeaLTHCare• TrIHeaLTH

WEBSITEWorldCongress.com/ HospitalMarketing

RegisteR Now!E-MaIlwcreg@ worldcongress.com

PHOnE800-767-9499781-939-2400 outside the U.S.


Fax781-939-2543

Organized by:


Oustanding Support Provided by:

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