2013HMS_HMS_2013

Eighteenth National Summit

focus on:

Strategic Marketing

Customer Communication & Engagement

Physician Strategies

Patient Experience

Interactive Strategies & New Media

Healthcare Marketing Strategies

May 5 – 7, 2013

Westin KierlandScottsdale, AZ

with special support from:

Eighteenth National SummitHealthcare Marketing Strategies

Dear Colleague:

With the Affordable Care Act entrenched, and implementation underway, healthcare is in transition. As marketers, we are looking ahead to a value-based world while continuing to address the growth demands of a volume-based world. We are also examining what it will take to master the transition, and what new skills and tools will be needed to do so.

For instance, how do we move from transaction-based models to a focus on population health? How can we help improve outcomes, reduce costs, and drive healthy behaviors? How do we prepare for health insurance exchanges? How can we communicate the benefits of new models of care to consumers, and ensure that we are not just the hospital of choice, but the network of choice? And what is the role of health informatics, data, and analytics in accomplishing new marketing objectives?

At the Eighteenth National Healthcare Marketing Strategies Summit, you’ll hear strategies and tactics for addressing these issues and more. Thought-provoking keynote speakers, hands-on workshops, and case study sessions featuring leading healthcare organizations make this an exceptional educational experience.

On behalf of the Forum for Healthcare Strategists, we extend a very special invitation to you to attend the Summit. Join your colleagues to solve today’s most important healthcare marketing issues.

Examine the Winning Strategies

Actual case studies from leading healthcare organizations will allow attendees to:

• Define the evolving role of healthcare marketing, and how it will change with the implementation of healthcare reform

• Examine new strategies for bringing value to your organization

• Examine new concepts for understanding, engaging, and “activating” the customer

• Identify innovative approaches for advancing digital strategy

• Define the steps needed to assess, strengthen, and track your organization’s consumer and physician marketing strategies

• Identify innovative approaches to improving the patient experience

Healthcare marketers have responded well to increasingly strategic demands in recent years. Now, they have an opportunity to guide their organizations in responding to new competitive, economic, and reform-related challenges, including:

• Managing the transition from volume to value • Delivering exceptional patient experiences • Building and maintaining a strong, differentiated brand• Solidifying and leveraging physician relationships • Engaging patients in wellness and healthy behaviors• Increasing customer engagement, responsiveness, and loyalty • Innovating for long-term success

The National Healthcare Marketing Strategies Summit is an opportunity for healthcare marketing, planning, and strategy executives to share “best practices” and network with colleagues.

The Changing Role of the Marketing StrategistVision . . . Value . . . Viability

Who Should Attend

The Eighteenth National Healthcare Marketing Strategies Summit is designed for the following executives from hospitals, academic medical centers, healthcare systems, and medical group practices:

• Chief Marketing Officers• Chief Strategy Officers/Senior Strategists• Marketing Communication Executives• Web and Social Media Strategists• Physician Relations Directors• Public Relations Directors• Network and Business Development

Executives• Advertising Executives• Sales Executives• CRM Directors• Consultants

Chris Boyer AVP, Digital Strategy Northshore/LIJ Health System

Suzanne H. SawyerChief Marketing OfficerPenn Medicine

Jeff Cowart Senior Vice President, Growth and Sales Baptist Health System

Conference Co-Chairs

2

Sunday, May 5, 2013

1:00p Conference Commences

Pre-Summit Strategy Session I Pre-Summit Strategy Session II Pre-Summit Strategy Session III

Strategic MarketingSponsored by MEDSEEK

Customer Communication & EngagementSponsored by eVariant

Interactive Strategies & New MediaSponsored by Greystone.Net

1:0

0–2

:15p

2:30

–3:4

5p

Marketing Executives: Transitioning from Volume to ValueWith the ACA now entrenched, marketers need to be in major transition — looking ahead to a value-based world, with an emphasis on population health, while continuing to address the growth demands of a transaction/volume based world. Examine how successful organizations are shifting their strategic and marketing focus from:• provider to consumer-centered• volume to results-oriented• transaction to health promotion-based• intervention to assumption of risk• rewarding specialty intervention to rewarding

optimization of health statusExplore new competencies needed for success, including behavioral modification, health informatics, analytics, and more. Learn how to assess your own marketing operations and establish a road map for change.David A. Feinberg, Vice President, Chief Marketing Officer NewYork-Presbyterian Hospital (New York, NY)

Jean Hitchcock, Vice President, Public Affairs & Marketing MedStar Health (Columbia, MD)

Christine Holt, Vice President, Marketing & Public Affairs – Chief Experience Officer Holy Redeemer Health System (Meadowbrook, PA)

Karen Corrigan, Founder & CEO Corrigan Partners

9:00a–12:00p Content Marketing: A Primer for Healthcare MarketersDigital communications have changed the rules for marketing. Instead of sales-focused tactics, marketers must focus on delivering relevant and valuable content to defined customer groups, in the right place at the right time. Learn how content marketing differs from traditional marketing and how to measure the effectiveness of content. Take home tools to develop a content marketing strategy that will attract and retain the right patients for your hospital.Edward Bennett, Director, Web & Communications Technology University of Maryland Medical Center (Baltimore, MD)

Scott Linabarger, Director, Digital Marketing Cleveland Clinic (Cleveland, OH)

Shel Holtz, ABC, Principal Holtz Communication + Technology

Maximizing Marketing Messages with PhysiciansWithout a doubt, physicians are a key audience for today’s marketers. But what’s the best way to connect with physicians and align physician initiatives within marketing? Attend this interactive session and examine proven strategies and tactical tools for boosting physician marketing success. Hear new insights on what doctors want from communications. Learn how to develop communication tools that work, practice marketing plans, and winning advertising campaigns.Jeff Cowart, Senior Vice President, Growth and Sales Baptist Health System (San Antonio, TX)

Donell Martinez, Director, Marketing Communications Catholic Health Initiatives (Englewood, CO)

Kriss Barlow, RN, Principal Barlow/McCarthy Midwest LLC

Internal Branding: From Team-Building to Business-BuildingAs health systems take on new physician practices, hospitals, and other entities, the pressure is on to keep patients in the system. Hear how internal communications are transforming to align employee actions with business goals. Learn to create internal communications that are more transparent and direct in educating employees about strategic initiatives and how and where to refer patients. Paul A. Szablowski, Vice President, Marketing, Communications & Public Relations Dignity Health Arizona (Chandler, AZ)

Rob Rosenberg, President Springboard Brand & Creative Strategy

9:00a–12:00p 9:00a–12:00p

You Can Make an App for That (But Should You?)Seems like there’s an app for everything, but should your hospital have one? And how do you build one? Beyond being a cool idea, Southcoast Hospitals knew its iPhone app had to fill a real patient or community need. Take the thrill ride of app development — from the pros and cons of in-house development to marketing, promotion, and customer support. Hear why MyHealth was a big hit for Southcoast. Jim Rattray Vice President of Marketing & Public Affairs Southcoast Health System (New Bedford, MA)

Justin Brodeur CEO pidalia

Social Media Marketing Done RightLaunching a Facebook Page or YouTube Channel is NOT social media marketing. Meeting the demands of today’s consumer requires a heavily integrated and technology-driven social agenda. Learn how to craft a detailed social media marketing plan that drives real world influence and outcomes as part of a multi-channel marketing effort. Examine Penn Medicine’s use of social media with CRM.Tanya Andreadis, Director, Interactive Marketing & Web Strategy Penn Medicine (Philadelphia, PA)

Gary Druckenmiller, Jr., Vice President, Strategic Services eVariant

5:15

–6:

45p Opening

Receptionin the Exhibit Hall

Sponsored by Neathawk Dubuque & Packett

Separate conference registration fees apply to the Pre-Summit Strategy Sessions. Please check the Registration Form for details.

4:0

0–5

:15p Using Technology to Enhance the Doctor/Patient Relationship: The Marketer’s Role

More and more, patients are online seeking health information, and only coming to doctors as a last resort. They expect frequent and accessible communication from their healthcare providers, communication that, when done right, can improve patient care and drive healthy behaviors. Join Wendy Sue Swanson, MD, a practicing pediatrician and author of the popular Seattle Mama Doc blog, for a look at the future of medicine: a world where physicians connect with patients online to build deeper relationships than ever before possible. Learn how the roles of patients and physicians will change, the role technology will play, and how healthcare marketers can be integral to success.Wendy Sue Swanson, MD, MBE, FAAP, Pediatrician, Author, and Blogger

3

Developing Effective Marketing Plans: What Matters NowSuccessful marketing starts with a solid marketing plan, one that is grounded in an understanding of today’s most important issues and the organization’s own strategic objectives. Join your colleagues and examine the issues that will shape marketing strategy in the next few years, including: employed physician growth, patient out-migration and leakage, customer satisfaction, population health management, and preparing for value-driven healthcare. Hear how these issues will drive the planning process. Learn the best metrics for measuring results, including ROI.Tammy Veach Executive Director, Marketing Loma Linda University Health (Loma Linda, CA)

David Marlowe, Principal Strategic Marketing Concepts

General SessionSponsored by eVariant

The Critical Value of Brand in a Changing IndustryThe healthcare landscape is shifting dramatically, and organizations are changing in ways that have significant implications for their brands. Evolving missions, consolidation, new ventures — all pose opportunities and challenges for how organizations build and manage their brands. Hear how systems facing different, but common, situations are approaching the question of brand. Examine the challenges faced, the decision-making processes used, and how they are moving forward.Susan Solomon, VP, Marketing and Communications St. Joseph Health System (Orange, CA)

Chris Bevolo, Principal, Interval

Monday, May 6, 2013



9:45

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a11

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–12:

30p

2:0

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3:45

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5p

Living By Numbers: Engaging Consumers for Better Health Advances in information technology and increased consumerism in healthcare are coming together in a big way — and empowering consumers and healthcare providers alike with better tools to manage patients’ health. Mobile applications, gadgets for tracking personal health data and behaviors, social media, online communities...all of these tools give consumers access to data, analytics, and feedback to help them change their behaviors, monitor conditions, and lead healthier lives. Thomas Goetz will explore the potential technology offers for healthcare organizations as they take on increased responsibility for managing population health and reducing readmissions. Examine the marketer’s role in facilitating the use of data, analytics, and new technologies to engage consumers in health and healthy behaviors.Thomas Goetz Former Executive Editor, Wired Magazine Author of The Decision Tree

ScheduleAt a Glance

6:30a–5:00p Registration

7:00–7:50a Technology Forecast Breakfast Briefing 8:00–9:15a General Session

9:15–9:45a Break in the Exhibit Hall 9:45–11:00a Concurrent Sessions

11:00–11:15a Break

11:15a–12:30p Concurrent Sessions

12:30–1:15p Networking Luncheon

1:15–2:00p Dessert in the Exhibit Hall

2:00–3:15p Concurrent Sessions

3:15–3:45p Break in the Exhibit Hall

3:45–5:15p Concurrent Sessions

5:15–6:30p Reception in the Exhibit Hall

Health Insurance Exchanges: Implications for Marketers As healthcare reform is implemented, a large percentage of the population is expected to enter health insurance exchanges (HIEs). Learn how the trend will alter the entire dynamic of the healthcare purchase equation as consumers once insured by employers take on accountability for accessing care, paying for it, and more. Examine the implications, including the increasing importance of market position and an elevated role for marketers. Preston Gee Senior Vice President, Strategic Planning and Marketing Trinity Health (Novi, MI)

Behavioral Marketing: Using Our Skills to Improve HealthMarketing’s traditional role is changing. Rather than bringing people in to facilities and providers, with accountable care, the focus will be on helping a defined population stay well and use services appropriately. Learn how to apply the principles of behavioral marketing to influence health behaviors. Learn how to construct and successfully execute a behavioral marketing campaign.Wayne Clark, VP, Community Relations & Marketing Legacy Health (Portland, OR)

Kim Laramy, Healthcare Strategist Ethos Marketing & Design

Marketing the System vs. HospitalsWith mergers and consolidations come new challenges. How do you meet individual volume, market share, and revenue goals while managing a very tight budget? What’s more cost effective: promoting the system, with one integrated look, or letting each hospital do its own thing? Let’s talk! Alison Brown, Senior Vice President University of Maryland Medical Center (Baltimore, MD)

Terri McNorton, AVP, Marketing Ochsner Health System (New Orleans, LA)

Chrisie Scott, VP, Marketing & Corporate Communications Meridian Health (Neptune, NJ)

Larry Margolis (Facilitator), Managing Partner SPM Marketing & Communications

Accountability in Marketing: Developing a Culture of Measurement, Optimization, and ImpactPredictive analytics, reporting, and campaign optimization have helped Penn Medicine significantly increase ROI and transform their marketing performance. Learn how to implement a data-driven and reporting-based infrastructure and culture. See how analytics can help you make more strategic decisions, implement more effective campaigns, and extract maximum value from market/customer segmentation and patient lifetime value analysis.Suzanne H. Sawyer, Chief Marketing Officer Penn Medicine (Philadelphia, PA)

Jeff McDonald, SVP, Product and Innovation, eVariant

Taking a Page from Retail’s Book to Create Raging FansWhat do Apple, Four Seasons Resorts, and a hospital system in Albuquerque have in common? They understand their customers and create a more valuable experience for them, not as a group, but individually. Customer loyalty is more important to healthcare organizations than ever before. Learn how Ardent Health Services improved loyalty and satisfaction scores by double digits in just six weeks by implementing strategies from top companies outside of healthcare. Kevin Gwin Vice President, Communications Ardent Health Services (Nashville, TN)

Marketing ACOs and Medical Homes: Let’s TalkAs more hospitals form ACOs and Medical Homes, marketers face new responsibilities. How do you build necessary physician partnerships? How do you facilitate the implementation of technology, systems, and processes? And how do you communicate the benefits to consumers and drive choice to your network? Hear lessons from early movers.Jeff Cowart, Senior Vice President, Growth and Sales Baptist Health System (San Antonio, TX)

Paul A. Szablowski, Vice President, Marketing, Communications & Public Relations Dignity Health Arizona (Chandler, AZ)

Kenya Gibson (Facilitator), Director, Client Services Franklin Street Marketing



7:00–7:50a Technology Forecast Breakfast Briefing 8:00–9:15aGeneral SessionSponsored by eVariant

4

Three-Dimensional MarketingThe goal of any hospital or health system marketing campaign is to differentiate services and shift patient preference and volume. Learn how Hartford Hospital set itself apart through strategic branding and full collaboration with its medical staff that added tremendous depth and internal buy-in to its campaign. Hear both the marketing view and the medical staff view.James Blazar, SVP & Chief Strategy Officer Hartford Healthcare (Hartford, CT)

Barry Stein, MD, FSIR, FACR Vice Chair, Department of Radiology Division of Vascular & Interventional Radiology Hartford Hospital (Hartford, CT)

Making Wellness a Strategic ImperativeFrom general fitness to chronic health management, healthcare providers are scrambling to fill new market needs while positioning for a changing landscape. Hear from organizations that are making wellness the cornerstone of long-term business strategy, and winning accolades in the process.Susan M. Alcorn, Chief Communications Officer Geisinger Health System (Danville, PA)

Carol Norris-Smith, VP, Marketing & Public Affairs Princeton HealthCare System (Plainsboro, NJ)

Tony Yang, Assistant VP, Public Affairs Loma Linda University Health (Loma Linda, CA)

Daniel Fell (Facilitator), President Neathawk Dubuque & Packett

Monday, May 6, 2013

Physician StrategiesSponsored by MarketWare Systems

Patient ExperienceSponsored by Coffey Communications, Inc.


Physician Marketing: It Takes a Strategically-Focused VillageWith goals to expand its employed physician group from 750 to 1500+ by 2016, Banner Health needed a physician marketing plan that was measurable and could be scaled and replicated across multiple markets — ranging from large metropolitan to small rural communities in six states. Examine the process and plan, including steps to achieve buy-in from stakeholders. Learn measurable goals for primary care practice marketing and tactics for driving new patient acquisition to targeted practices.Janet Bor, M.Ed. Director, Brand Services Banner Health (Phoenix, AZ)

Engaging, Aligning, and Integrating Physicians to Create a Patient-Focused CultureToday, healthcare leaders must work closely with physicians to create and sustain a patient-centered culture with the highest quality clinical outcomes. Learn how to empower physicians to improve care and drive top box HCAHPS scores. Explore techniques for fostering patient-centered care, including role modeling of effective patient-centered behaviors, development of patient-centered communication skills, and rounding.Beverly Begovich, Practice Leader Baptist Leadership Group (Pensacola, FL)

Robert Harriman, PhD, Administrator Gulf Breeze Hospital (Gulf Breeze, FL)

How Marketing and Communications Enhance Patient ExperienceAt Cleveland Clinic, Marketing & Communications partners with the Office of Patient Experience, Human Resources, and Operations to create a unique caregiver experience and an engaged workforce. Learn about programs and tools that support training and education of all caregivers, including physicians, with specific support for service behaviors. Hear how marketing communicates a message of “access” to the community and how digital and social media are used to share the caregiver experience.Paul G. Matsen, Chief Marketing & Communications Officer Cleveland Clinic (Cleveland, OH)

Cultivating A Culture of CaringBy aligning efforts between care, coordination, and communication, M.D. Anderson marketers play a key transformational leadership role — among many collaborators — in the patient experience. Examine their approach to understanding patient needs and translating them into a culture that cares. Hear practical advice for deploying a similar approach in your organization, including best practices from a recent national benchmarking study. Cara Zorzi, Associate Director, Marketing M.D. Anderson Cancer Center (Houston, TX)

John McKeever, Executive Vice President Gelb, an Endeavor Management Company

Leveraging Word of Mouse Through an Online Patient CommunityToday, healthcare organizations are all jockeying for position in the minds of consumers and patients. Dean Clinic launched an online patient panel called Dean Listens. Today, the Clinic has just-in-time access to over 1,300 patients — and the number is growing. Discover this cost effective and timely way to get quantitative feedback. Examine how to turn it into engagement.Mark Rothwell Vice President, Marketing & Communications Dean Clinic (Madison, WI)

Uniting Multiple Physician Practice Groups Under One Bigger, Better BrandGetting consensus about marketing strategy from multiple physicians with their own “brands” and practices can be difficult. Examine the process used by the many multi-specialty practices affiliated with a New England regional hospital to unite and align all physicians under a new brand — one the physicians helped create. Hear how physician involvement increased buy-in, collaboration, service integration, referrals, and morale.Noreen Biehl, Vice President of Community Relations Wentworth-Douglass Hospital (Dover, NH)

Sean Tracey, Creative Strategist/Director Sean Tracey Associates

Physicians and Web Engagement: Solving the PuzzleHow do you make a strong web presence a medical staff priority? By taking physicians and web conversions down a parallel path, you can achieve positive results and show a definitive ROI. Examine how to document web ROI, and show physicians how a strong web presence can drive appointments and referrals.Lynn Eastep, Director of Interactive Marketing and Web Development University Hospitals (Shaker Heights, OH)

Cecelia Thomas, Communications Web Manager Georgia Regents University (Augusta, GA)

Tom Brand, Executive Director AVID Design, Inc.

Insights that Matter in a Multi-Screen WorldWe no longer live in a single-screen world. Providers and consumers alike are researching and sharing healthcare information often and on multiple devices, including computers at home and at the office, and smart phones and tablets throughout the day. Hear findings from Google’s latest research on how digital informs healthcare decisions. Learn how to reach across screens to connect with providers and consumers; make better decisions; and go bigger, faster with mobile, video, search, and other digital tools.Brian Cusack Head of Industry, Healthcare Services Google

Creating a Compelling Patient Experience A new system-wide experience plan helped Indiana University Health become the leading healthcare provider in the state. Examine key features, including new patient interaction models, system-wide admissions packets, journals for patients and caregivers, online scheduling and navigation tools, and programs for physician engagement and employee involvement. Hear how the plan improved patient satisfaction, physician engagement, and referrals.Ron Stiver, SVP, Engagement & Ambulatory Operations Indiana University Health (Indianapolis, IN)

Michael Petromilli, Partner Prophet Brand Strategy

Embracing Mobile Changes: A Case Study Morgan Stanley predicts smartphone Internet use will overtake personal computers in 2014. This isn’t just interesting, its game changing. Altru Health System has embraced mobile as part of its digital strategy. Examine the shifts in the mobile landscape and learn how to build a website that is responsive to evolving mobile devices.Jennifer Neis Website Coordinator, Corporate Development Altru Health System (Grand Forks, ND)

Ben Dillon Vice President/eHealth Evangelist Geonetric, Inc.

Improve Community Health AND Grow RevenueBy encouraging use of online health assessments, marketers can proactively engage consumers in their health and generate incremental volume. Learn how two health systems use online assessments to capture at-risk patients so that they seek help sooner, ultimately leading to lower costs and improving the health of the community.Pamela Maas, Chief Business Development & Marketing Officer Gundersen Lutheran Health System (La Crosse, WI)

Stacy Mowery, Director, Brand Services Banner Health (Phoenix, AZ)

Joel Cessna, Vice President of Sales Medicom Health Interactive

Social Media ROI: Mastering the MetricsMeasuring ROI for social media is an ongoing challenge for marketers. How do you go beyond “likes” and “views” and prove that your efforts on Twitter, Facebook, and YouTube are bringing in volume? Examine practical approaches for measuring the impact of social media efforts, whether you use data from your integrated data system or CRM system, or simply create your own Excel spreadsheet. Learn how to incorporate the metrics into a scorecard for C-suite executives.Chris Boyer AVP, Digital Strategy Northshore/LIJ Health System (Great Neck, NY)



7:00–7:50a Technology Forecast Breakfast Briefing


5

Tuesday, May 7, 2013

Special Workshop SessionsAdvance sign-up for workshop sessions is required, although there is no extra charge. Please see Registration Form.

Visit the Forum at www.healthcarestrategy.com to register online.

9:30

–10

:45a

11:0

0a–

12:1

5p

ScheduleAt a Glance

7:30a–2:30p Registration

7:30–8:00a Continental Breakfast

8:00–9:15a General Session

9:15–9:30a Break

9:30–10:45a Concurrent Sessions

10:45–11:00a Break

11:00a–12:15p Concurrent Sessions

12:30–2:30p Special Workshop Sessions

2:30p Conference Adjourns

Marketing Healthcare Services to EmployersExamine concrete strategies and innovative tactics for marketing a variety of services, including occupational health, urgent care, wellness services, women’s health, and rehabilitation services, directly to employers. Explore uses of social media, educational forums, and other modern technologies to communicate with employers. Learn how to consolidate marketing across multiple service lines. Hear lessons for branding, product line integration, and messaging. Frank H. Leone President and CEO RYAN Associates

Men’s Health: The Perfect “Blue Ocean Strategy” Strategically, most hospitals ignore men. But men have unmet needs, are non-users of the healthcare system, and can offer new revenue streams. Learn why men’s health is a Blue Ocean Strategic opportunity that can help hospitals create demand and open new markets. Hear how INTEGRIS Health is addressing men’s health needs in new, culturally appropriate ways that benefit men, their physicians, and hospitals. Steve Petty, BA, MA Corporate Director of Community Wellness & Diversity INTEGRIS Health (Oklahoma City, OK)

Andrea J. Simon, PhD President Simon Associates Management Consultants

Engaging Skeptical Consumers: Lessons from Domino’s, Hyundai, and BPNot every hospital or health system is loved by its community. Some face tremendous skepticism. Learn from two seasoned healthcare marketers about strategies and tactics for overcoming years of negative stories and lingering doubts. Examine case studies from outside the industry, as well as the brand journey of Salem Health.Anne Theis Vice President/Chief Marketing Officer Salem Health (Salem, OR)

Jerry Hobbs Executive Vice President/Managing Director Prairie Dog | TCG

Positioning for Population Health ManagementHow will the ACA, and its emphasis on population health management, impact positioning strategy? With tertiary care expenses targeted for substantial reduction, does a position as a tertiary leader make sense? Are providers positioned to be credible and valuable partners for wellness coaching and behavioral change? Will new competitors step between patients and their caregivers? Hear results from national research on these questions and more. Examine the implications and how to respond. Joel English Managing Director BVK

6

Branding: It’s Not Just What You Do, But How You Do ItOne of the most important yet least understood assets for any organization is its brand. And, as healthcare organizations contend with challenges related to the implementation of healthcare reform, the development of a strong, trusted brand is more important than ever. Join Scott Bedbury for an examination of branding best practices. Scott helped take two of the world’s iconic brands, Nike and Starbucks, to global leadership positions — and he understands the unique concerns of healthcare brands as well, having worked with Kaiser Permanente and Dignity Health. Scott will share the keys to transcending the tangible aspects of a product or service and building deeper and more enduring connections with customers. Learn why it’s not just what you do, but also how you do it.Scott Bedbury Founder and CEO, Brandstream Former Marketing Executive for Starbucks and Nike Author of A New Brand World

8:00–9:15aGeneral Session



12:3

0–2

:30

p Make Room for Video in Your Engagement StrategyToday, video content is expected and in demand. Online video is unique in its power to convey your physicians’ expertise while allowing patients and referrers to meet them online. View successful hospital videos and learn how to:• produce effective physician videos, including when to do it yourself and

when to hire a production company• interview physicians on camera in a way that makes them comfortable and

humanizes them• use video to market specialists to referring physicians and consumers, and to

create opportunities for consumer, community, and employee engagement• repurpose video across marketing platformsBrooke Tyson Hynes Vice President, Public Affairs & Communications, Tufts Medical Center (Boston, MA)

Mark Shelley Director, Marketing & Advertising, Lexington Medical Center (West Columbia, SC)

Dan Dunlop Principal, Jennings Health

Tuesday, May 7, 2013

Special Workshop SessionsAdvance sign-up for workshop sessions is required, although there is no extra charge. Please see Registration Form.

Drive Referrals: Strategy + Relationships + Marketing = SuccessRobust referral relationships are essential to a health system’s success. Examine Henry Ford Health System’s effective referring physician strategies, including the research necessary to support the development of the referring physicians office, internal and external challenges encountered, and how marketing through emerging technology has enhanced communication. Learn how marketing can be the bridge to building successful referral relationships.Ara Telbelian, Director, Marketing and System Promotions Henry Ford Health System (Detroit, MI)

Kari Shimmel, Executive Vice President, Creative Director DBA Healthcare

Freestanding Emergency Departments: Is There One in Your Future?Shortages of primary care physicians in many communities, along with payment, economic, and demographic trends, have led healthcare providers to rethink traditional delivery models for ambulatory care. The Freestanding Emergency Department (FED) is one approach that is seeing dramatic growth. Hear why, and identify factors for determining whether the model is right for your organization. Examine critical success factors for developing and operating an FED.Bill Garden Vice President – New Ventures Emergency Service Partners (Austin, TX)

Howard Gershon Principal New Heights Group, LLC

Your Healthcare Organization Is Only As Good As Its PromiseBy delivering one-of-a-kind experiences, a healthcare organization can enhance its image, perception, and success. Learn how Island Hospital transformed patient experience while building a genuine brand that always lives up to the promise of exceptional service. Hear from the hospital CEO about the strategy and implementation, including the tools that really made a difference and the secrets to achieving success.Vince Oliver, Chief Executive Officer Island Hospital (Anacortes, WA)

Duane Knapp, President BrandStrategy, Inc.

Patient Experience Redesigned to Deliver ValueThe accessibility of Big Data is changing healthcare. Population health analytics allow healthcare executives and practitioners to gain unprecedented views into their patient populations, and use those views to reengineer experience and increase value. Examine applications and limitations of population health analytics for patient outreach and customer engagement. Hear how Presence Health is using clinical analytics to engage and retain patients.Richard H. Ferrans, MD, System VP, Chief Medical Officer, Clinical Integration & Accountable Care Presence Health (Des Plaines, IL)

A.G. Breitenstein, VP and General Manager Humedica

Bob Harrington, Director Cambridge Management Group

Transforming Your Hospital’s Digital Marketing StrategyWe’ve all experimented with the various tools, channels, and content options that digital marketing offers. But knowing how to translate them into a coherent strategy can be difficult. Where do you start? And what options make the most sense for expanding your digital efforts? Join two leading thinkers in healthcare digital marketing for a tutorial on effective digital marketing. Learn how to:• build and leverage a digital marketing strategy • pick up quick wins • incorporate digital measurement across all

communication • benchmark your digital efforts vs. the industry• avoid common pitfalls Take home the information and ideas you need to create a comprehensive digital plan that will drive growth and brand awareness for your organization.Chris Boyer AVP, Digital Strategy Northshore/LIJ Health System (Great Neck, NY)

Chris Bevolo President Interval

7

Physician StrategiesSponsored by MarketWare Systems

Patient ExperienceSponsored by Coffey Communications, Inc.


Guruism, Age-spiration, and DIY Health: What the Latest Non-Health Consumer Trends Hold for Healthcare Brand Innovations Trend-spotters have identified consumer behavior patterns that will transform the healthcare landscape. How will your health system address emerging consumer behaviors, including:• Mobilizing• Do-It-Yourself Health• Shifting Guruism• Age-spiration• Godiva PatientsWe’ll review how these five trends look to impact healthcare marketing in 2013 and beyond. Walk away with 10 ways to improve brand value, spend, and ROI in your marketing.Linda MacCracken Vice President, Truven Healthcare

Stephen Moegling Executive Vice President, Account Planning, Franklin Street Marketing

Social Media Activation: How to Get Your Doctors EngagedPhysicians have legitimate concerns about social media participation, but without adding their voice to the conversation, healthcare content on the social web loses credibility. Attend this interactive workshop and learn what it takes to get physicians involved in a social media program, including:• what keeps doctors away from social media• how to address their concerns• how to leverage their limited time to develop valuable, ongoing content.Take home ideas for getting physicians to contribute valuable “Doc content” that will make your organization a thought leader.Dean Berg Digital Strategist, Anicca Media, LLC

Russell Faust, PhD, MD Chief, Pediatric ENT, St. John/Providence Health System, Ascension Health Michigan Chief Medical Officer, Anicca Media, LLC

Patricia Redsicker Content Marketing Strategist, Founder, Word View Editing

Listen and LearnConcerned about missing out on sessions you can’t attend? Can’t make the conference this year? Don’t worry...you can still benefit by ordering the Summit Audio Recordings, which will provide you with post-conference access to session audio recordings, synced with handouts. For only $110 for Summit attendees and $395 for non-attendees, you won’t want to miss this valuable resource. Order today on the Registration Form, or by calling 312-440-9080, ext. 23.

Technology Forecast Breakfast BriefingMonday, May 67:00–7:50a

Kick off the day with a look at some exciting new technologies that will change the way you do your job! Advances in technology, computing power, and connectivity are driving a variety of innovations with the potential to radically alter the way healthcare is delivered, managed, and coordinated. Join us for this breakfast briefing and hear from a panel of innovators about some of the latest developments. It’s a chance to explore new products that can help you:

• Better connect with patients and consumers

• Strengthen hospital-to-physician and physician-to-physician connections

• Encourage lifestyle changes and healthy behaviors

And more!

Summit Highlights

Using Technology to Enhance the Doctor/Patient Relationship: The Marketer’s RoleSponsored by eVariant

Sunday, May 54:00–5:15p

Wendy Sue Swanson, MD, MBE, FAAPPediatrician, Author, and Blogger

Dr. Wendy Sue Swanson is a blogging and tweeting pediatrician and a firm believer in the power of social media. She began blogging for Seattle Children’s Hospital in 2009 and has built a loyal and diverse following of parents and medical professionals as author of Seattle Mama Doc. As one of the first pediatricians to blog for a leading children’s hospital, Dr. Swanson has gained first-hand experience on how to leverage social media platforms to provide relevant, practical, and timely guidance to patients and consumers. Join her for a compelling look at the future of medicine: a world where physicians connect with patients online to build deeper relationships than ever before possible.

Living By Numbers: Engaging Consumers for Better HealthSponsored by eVariant

Monday, May 68:00–9:15a

Thomas GoetzFormer Executive Editor, Wired Magazine Author of The Decision Tree: Taking Control of Your Health in the New Era of Personalized Medicine

A leading expert on the confluence of medicine, health, and technology, Thomas Goetz is here to help us explore the potential technology offers for healthcare organizations as they seek to help people lead healthier lives. As Executive Editor of Wired, Thomas received numerous awards for his work, and his 2010 book, The Decision Tree, is still earning rave reviews. Former FDA Commissioner Dr. David Kessler called the book “a game changer,” and Dr. Dean Ornish says that Goetz “writes more clearly and presciently about the future of healthcare than anyone on the planet.” Thomas’s second book, The Remedy, is due out in Fall 2013.

Branding: It’s Not Just What You Do, But How You Do ItTuesday, May 78:00–9:15a

Scott BedburyFounder and CEO, Brandstream Former Marketing Executive for Starbucks and Nike Author of A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century

Start your day right! Scott Bedbury will share the keys to nurturing your brand to build deeper, more enduring emotional connections with customers. One of the world’s leading brand architects, Scott has honed and proven his methods for building truly successful brands as the marketing executive responsible for two of the most successful branding strategies in business history: Nike’s “Just do it!” campaign and Starbucks’ reinvention of the coffee category. Since leaving the corporate side, he has served as a strategic advisor to dozens of Fortune 500 brands and startups. His healthcare experience includes work with Kaiser Permanente and Dignity Health. Scott has spoken in more than 20 countries on brand positioning, marketing innovation, and more.

The Forum for Healthcare Strategists was established by a distinguished group of senior healthcare strategists seeking an opportunity to collectively examine current and future strategies for the delivery of healthcare. The Forum provides networks of communication and support, as well as opportunities for professional development, with the ultimate purpose of inspiring new, more effective models of care. Call 312-440-9080 or visit www.healthcarestrategy.com.

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Summit Exhibit Hall

Don’t miss this opportunity to check out the latest and best marketing technologies and services! The Exhibit Hall features:

• Hands-on demonstrations hosted by the nation’s leading marketing and technology service firms

• Knowledgeable experts to answer your questions and help you demystify and distinguish so that you can make informed decisions

• Food, drink, prizes, and more!!

Join the Forum!Join the Forum for Healthcare Strategists and benefit from:

• Exclusive networking opportunities available only through the Members Only Section of the Forum Website

• Discounts on three annual conferences

• Discounted and complimentary Webinars

• Healthcare Strategy Alert, the Forum’s acclaimed newsletter focusing on today’s important strategic issues.

For more information, visit www.healthcarestrategy.com.

Summit Sponsor

Barlow/McCarthy consults nationally in strategy development for physician relations, retention, medical practice development, and all elements of physician recruitment. The Barlow/McCarthy team has hands-on expertise in defining and implementing the right strategy and structure to bring hospitals and physicians in sync.

Coffey Communications, Inc., is a national leader in print, web, mobile and social content marketing for hospitals and health plans. Since 1983, service, value and innovation have been the foundation of our products and services. Coffey’s approach to custom websites, publications and mobile solutions positions our clients as the most trusted source for health care information. To learn more, visit us at www.coffeycomm.com or call 800-253-2030.

Connect Healthcare (A PhotoBooks Company) celebrates twenty-one years connecting institutions with consumers, patients and physicians. Services include: Customizable CMS Website Solutions (with mobile optimized views) and Find-a-Doctor Applications (with Physician Data Content Management Systems, Mobile Directory APPs, Mobile Optimized Directories, Printed Directories, Print-on-Demand capability, and Facebook directories).

CPM Healthgrades is the premier growth and business development partner for hospitals. Our business intelligence and communication platform provides hospitals with the tools required to identify, reach, educate and measurably influence consumer and physician behavior. Through this platform, we enable hospitals to build efficient physician alignment, commercial patient acquisition and health management strategies to grow and manage health care utilization. We are dedicated to helping our hospitals build physician practices, grow admissions and improve the health of their patients.

Greystone.Net provides a range of services/products to help organizations improve Web site performance. Services include Internet strategic planning, intranet strategic planning, portal planning, Web benchmarking, graphic redesign, Web site assessments, technology selection, SEM, SEO, social media planning among other services. Greystone also offers products for hospitals, including SmartMapTM and Collaboration Portal. Over the past 17 years, Greystone.Net has assisted more than 250 hospitals and health systems meet their Internet need. Find out more at www.greystone.net.

Founded in 1999, Health Market Science is the market leader for innovative solutions based on the most comprehensive and accurate provider database in the U.S. We help health systems hone in on high value physicians to maximize marketing dollars and drive optimal decision making. Our PxDx Targeting solution reveals high volume, high referral physicians and HCPs across regions and practice areas.

MarketWare is a Physician Relationship Management system used in hundreds of healthcare organizations across the country to grow and protect market share. With over 25 years of experience, MarketWare has developed a proven solution that enables an organization to analyze the market, develop strategic plans, execute growth activities, and measure return on investment. MarketWare’s proven solution gives a hospital’s business development team the tools and experience to grow patient volume through well-managed physician relationships.

Since 1996, MEDSEEK has focused exclusively on strategic patient engagement solutions including web, mobile, social and predictive analytics. Today, the MEDSEEK Influence platform provides an integrated set of capabilities to help hospital marketers better predict the needs of their patient population, match high value patients with required profitable services, engage patients and families in wellness and prevention initiatives and provide a superior online healthcare experience that results in lasting health-related loyalty.

MobileSmith™ is the leading provider of easy-to-use, highly-effective mobile application solutions. Our patents pending MobileSmith™ platform enables clients to rapidly build, deploy, and manage custom mobile apps deliverable across operating systems. With no coding experience clients can build user-friendly applications within hours, make real-time updates, and quickly reuse already proven functionality, streamlining the implementation of any mobile initiatives.

Neathawk Dubuque & Packett is a full-service advertising and public relations firm serving healthcare, technology, defense, tourism, manufacturing and government clients across the country. From building innovative recruitment programs for national associations to creating digital sales tools for global manufacturers or breathing new life into established healthcare brands — ND&P has been assisting its clients build brands, launch products, grow revenues, and attract and retain loyal customers for more than 25 years.

Private Health News’ (PHN) interactive e-communication solutions and CRM/Marketing tools help providers build ongoing, targeted relationships with Physicians/Nurses (MedNews Plus), Patients/Caregivers (Patient e-Prep) and Consumers (My Health e-News & My Health e-Recipes), based on their specialties, specific health interests and needs — with measurable results — while persistently promoting a provider’s programs, services and physicians.

Swanson Russell is a full-service advertising agency specializing in healthcare for 20 years. Marketing healthcare is a unique challenge as nobody wants to go to a hospital or see a doctor. Yet, the selection of a hospital or physician is perhaps the most important decision a consumer will ever make. We’ve helped healthcare clients from across the country build their brands in ways that connect with consumers and we can do the same for you.

Co-Sponsors

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Get to know patients, providers and your market in a whole new way. eVariant captures and integrates healthcare business data onto one platform. Our solution allows healthcare organizations to identify market opportunities, measure marketing campaigns against reportable ROI and improve patient and physician engagement. For more information, visit www.evariant.com.

platinum sponsor

Details Westin Kierland

Group Discounts AvailableThe development of a comprehensive marketing and communications strategy is a joint effort of executives throughout a healthcare organization. Therefore, team attendance is encouraged. Discounts for groups of two or more are available. Please contact the Forum directly, at 866-440-9080, ext. 23.

Special NeedsIf you need assistance with special arrangements, such as dietary restrictions or accessibility, call toll-free at 866-440-9080, ext. 23.

Excellence GuaranteeThe Forum for Healthcare Strategists is committed to excellence in educational programming. If you are not satisfied with the Summit, you may return your conference materials while on-site and we will refund your registration fee minus a $150 processing fee.

ACHE Category II EligibleThe Forum for Healthcare Strategists, Inc. is authorized to award up to 18 hours of pre-approved Category II (non-ACHE) continuing education credit for this program toward advancement or recertification in the American College of Healthcare Executives. Participants in this program wishing to have the continuing education hours applied toward Category II credits should indicate their attendance when submitting application to the American College of Healthcare Executives for advancement or recertification.

The official hotel for the Summit is the Westin Kierland. This inspiring AAA Four Diamond resort, located in the heart of “new” Scottsdale and set against the picturesque mountain ranges, will fill you with a sense of old Arizona and how it has evolved into the country’s most luxurious destination. The resort features a full-service spa, championship golf, and award-winning dining and upscale shopping. And, just one block away, you’ll find a large array of fine dining restaurants, along with an abundance of retail shops.

To make reservations, call the Westin Kierland directly at 800-354-5892 and identify the meeting as the “Healthcare Marketing Summit” to get the special rate of $245 single/double. This rate includes Wire/Wireless Internet access in guest rooms and spa fitness center access. Reservations must be guaranteed with a major credit card.

Be sure to make your reservation as soon as possible. The room block will be released on Friday, April 5, 2013, but might be sold out before that date. After the deadline date, or when the room block is filled, rooms will be available at the group rate on a space available basis.

Call early to ensure availability!

Special Conference Features

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Stay ConnectedWireless Internet access will be provided in the meeting rooms compliments of Health Market Science.

Leave the Shipping to UsCollect as much valuable information as you’d like, and send it home compliments of Coffey Communications, Inc.

4 Registration Fees

Early rates are available if the registration form with full payment is received by Friday, March 8, 2013. Discounts for group registrations (2 or more) are available. Please contact the Forum directly. All registrations for attendees from the same organization seeking discounts must be submitted together.

Conference Rates Early Regular received by 3/8/13 received after 3/8/13

Forum Member $895 $995

Non-Member* $1,020* $1,120*

Join the Forum ($225 annual fee)

*$100 due for Membership Dues ($125 of registration fee will be applied to Forum membership)

Pre-Summit Strategy Sessions Fee includes continental breakfast and lunch

Developing Marketing Plans $110 $140 Content Marketing $110 $140

Maximizing Physician Messaging $110 $140

Audio Recordings with Handouts

$110 for Attendees

$395 Non-Attendees

Total Due $

1 Registrant Information

full name

first name as you wish it to appear on badge

title

organization

address

city state zip

phone fax

e-mail

Registration

Your registration will be confirmed only after payment in full has been received.

* A check is enclosed, payable to Forum for Healthcare Strategists* I authorize you to charge: * VISA * MasterCard * Discover * American Express

name on card

card number expiration

billing street address

billing zip code

signature

6 Get This Form To Us

* Integrated Delivery System* Hospital * Urban/Suburban * Rural * Academic Medical Center

* Health Plan* Insurer* Medical Group Practice* Consultancy* Vendor

Please check if you plan to attend any of these workshops or half-day sessions. Your assistance in indicating which sessions you plan to attend will help us make appropriate room assignments. Note: Checking a box does not obligate you to attend the session.

Half-Day Concurrent SessionSunday, May 5* Marketing Executives: Transitioning

from Volume to Value (Feinberg/Hitchcock/Holt/Corrigan)

Tuesday, May 7* Transforming Your Hospital’s Digital

Marketing Strategy (Boyer/Bevolo)

Special Workshop SessionsTuesday, May 7* Make Room for Video in Your

Engagement Strategy* Consumer Trends & Healthcare Brands* Social Media Activation

Mail registration form(s) with payment to:

Forum for Healthcare Strategists980 North Michigan AvenueSuite 1260Chicago, IL 60611

Fax registration form(s) with credit card information to: 312-440-9089

Register online at:www.healthcarestrategy.com


5 Payment Information

2 Which Category Best Describes Your Organization?

3 Half-Day Sessions and Special Workshop Sessions

Cancellation PolicyThe Forum guarantees a refund, less a $150 administrative fee, if written notification is received on or before March 8, 2013. Verbal cancellations are not accepted. Cancellations received after March 8, 2013 are not eligible for a refund. You may always send a substitute.

Confirmation of RegistrationAll registrations will be confirmed within 10 business days of receipt of the registration form and payment. If you do not receive a confirmation, please call toll-free, 866-440-9080, ext. 23. Please do not mail or fax forms without payment.

Questions? Call 866-440-9080, ext. 23

May 5 – 7, 2013Westin KierlandScottsdale, AZ

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980 North Michigan AvenueSuite 1260Chicago, IL 60611

Tel: 312-440-9080www.healthcarestrategy.com

May 5 – 7, 2013

Westin KierlandScottsdale, AZ


Eighteenth National Summit

Healthcare Marketing Strategies

A 3-Day National Summit on Market-Driven Healthcare Strategy Featuring Presentations by Healthcare Marketing Masters Including:

May 5 – 7, 2013

Westin Kierland Scottsdale, AZ

Act Today! Early Registration Savings End March 8th!

2013HMS_HMS_2013

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