MarketingStrategy

InnovationCompetition

Social MediaContent Marketing

Enga

gem

ent

Promote Your Mission ROIIntegrationDigital MarketingConnection

Traditional MarketingImproving Care

ReachPromote Your Mission

Content Marketing Communication Tradit ional Marketing

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

Hear case studies and

presentations from:

Cleveland Clinic Brigham and Women’s Hospital Johns Hopkins Medicine Mayo Clinic Carolinas Healthcare System New York Presbyterian Hospital University of Utah Health Care

...and more!

co-located with:Insurer’s Customer experIenCe and member retentIon summIt

6th Annual

Optimize Consumer Experience, Call Center Operations, and Communications to Increase Engagement and Retentionseptember 8-9, 2014 • Hyatt regenCy boston • boston, ma

patient engagement summitpatient engagement summitS e p t e m b e r 8 - 9 , 2 0 1 4 • H y a t t R e g e n c y B o s t o n • B o s t o n , M A

Hospi ta l S tra tegies to Improve Cl in ical Outcomes and Chronic Disease Management

World Congress

Hospital marketing innovation summitseptember 8-9, 2014 • Hyatt regency boston • boston, ma

save up to $600 wHen you reg i s ter by June 27 , 20 1 4

advance marketing strategies to align with consumer and Health care evolution

SALE

S

R E V E N U ECom

petitive EdgeCOMMUNICATION

Educational Underwriters:

Hospital marketing innovation summit

AdvAnce MArketing

StrAtegieS to Align

With conSuMer

heAlth cAre

evolutionSepteMber 8-9, 2014 • hyAtt regency boSton • boSton, MA

Who Should Attend:

From Integrated Delivery Networks, Hospitals, Health Systems, and Provider Group Practices:

chief Marketing officers

chief communication officers

Senior vice presidents, vice presidents, and directors of: * Marketing Strategy * Marketing and communications * public Affairs* public relations* digital Marketing* external Affairs* Service line Marketing* Strategic planning* corporate communications* interactive Marketing* Social Media Marketing

clinical department heads

This conference also benefits:

Marketing consultants

digital Marketing Agencies

Marketing Software platforms

communications Solutions

content Management consultants

Dear Esteemed Colleague,

As consumers evolve with the ever-changing health care industry and become increasingly involved in their own health care decisions, hospitals are finding a greater need for marketing to reach and connect with these consumers. This September, hospital marketing executives convene to discuss how the health care consumer has and will continue to change and innovative strategies for advancing hospital marketing efforts to meet those consumers where they are accessing health information.

The Hospital Marketing Innovation Summit convenes thought leaders in hospital marketing for case studies, presentations, and a pre-summit workshop to examine:

• Innovativeapproachestodigitalmarketingandmanagingtheorganization’s online reputation

• Strategiesforestablishingabalancebetweenpromotingprofitableservicelinesand promoting the mission of a healthy community

• SuccessfulexamplesofintegratingdigitalandtraditionalmarketingtoincreaseROI

• Waystodevelopandpresentthebrandoftheorganizationconsistently throughout the environment

I look forward to welcoming you to Boston to share valuable strategies to bring back toyourorganizationandmakemeaningfulconnectionswithindustryexperts.

Sincerely,

Rhonda Mann Chief Marketing Officer BEth ISRAEL DEACOnESS MEDICAL CEntER

To register, p lease v is i t : www.wor ldcongress.com/hospi ta lmarket ing • Cal l : 800-767-9499 emai l : wcreg@worldcongress.com

co-located with These world congress events:

Insurer’s Customer experIenCe and member retentIon summIt

6th Annual

Optimize Consumer Experience, Call Center Operations, and Communications to Increase Engagement and Retentionseptember 8-9, 2014 • Hyatt regenCy boston • boston, ma

patient engagement summitpatient engagement summitS e p t e m b e r 8 - 9 , 2 0 1 4 • H y a t t R e g e n c y B o s t o n • B o s t o n , M A

Hospi ta l S tra tegies to Improve Cl in ical Outcomes and Chronic Disease Management

World Congress

D a y o n e • M o n D a y , S e p T e M b e r 8 , 2 0 1 47:30 am – 8:30 am Workshop Registration and Morning Coffee

pre-summit worksHop8:30 am – 11:45 am Environmental Branding — Create a Patient-Centered Environment and Leverage

Facility and Operational Changes in Marketing and Outreach Interactions with physicians, nurses, office staff, and other health care employees are important to promote a positive patient experience, but they are only part of the equation when it comes to creating a patient-centered environment.

• Understandtheimportanceofcreatingawelcomingenvironmentforpatientsinyourhospitalorphysicianoffice• Discusswherepatients’concernslieinrelationtotheenvironmentandtheminorchangesthatcanmakeahugedifferenceinpatientexperience• Discoverwaystotransformlobbies,patientsrooms,andotherkeyareastoprovideapatient-orientedenvironment• Hearfromahospitalabouthowtheyincorporatedfeedbackfromnon-healthcareindustrieswhenbuildinganewclinicallocation• Learnhowapatient-centeredenvironmentcanbecomepartofmarketingandcommunicationmessaginganddifferentiatetheorganization

inthemarket

Jennifer Arvin Director, Marketing BArnes-Jewish hospitAl

sean rodriguez Director, Patient Experience BArnes-Jewish hospitAl

Kathy p. smith Vice President, Marketing and Communications, the Johns hopKins hospitAl Senior Director, Strategic Marketing and Outreach, Johns hopKins Medicine

edward B. chambers Administrator, Bloomberg Children’s Center and Johns Hopkins Department of Pediatrics Johns hopKins Medicine

There is a 15-minute cof fee and network ing break f rom 10:00 am – 10:15 am

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

To register, p lease v is i t : www.wor ldcongress.com/hospi ta lmarket ing • Cal l : 800-767-9499 emai l : wcreg@worldcongress.com

c o n s i d e r a s p o n s o r s H i p p a c k a g e PresenttoKeyPlayersinYourTargetMarket•TakeAdvantageof1-on-1Sponsor/AttendeeMeetingsFacilitatedOn-Site

CAPTUREATRUEROITHROUgHSPOnSORSHIPOFTHEFOLLOwIng:AgendaThoughtLeadership•networkingCocktailReception•BreakfastSymposia•Luncheon•ExecutivenetworkingBreaks

To inquire about Sponsorship, Exhibit, Branding, and Executive Networking Opportunities, Contact:

BernieWeiss,VicePresident,BusinessDevelopment,WorldCongress•Call781-939-2502oremailbernie.weiss@worldcongress.com

Hospital marketing innovation summit

AdvAnce MArketing

StrAtegieS to Align

With conSuMer

And heAlth cAre

evolutionSepteMber 8-9, 2014 • hyAtt regency boSton • boSton, MA

Exhibitors:Powered by*

M a i n S u M M i T • D a y o n e • M o n D a y , S e p T e M b e r 8 , 2 0 1 41:00 pm – 1:15 pm

Chairperson’s Welcome and Opening Remarks rhonda Mann

Chief Marketing Officer Beth isrAel deAconess MedicAl center

1:15 pm – 2:00 pm

OPEning KEynOtE: Discover Ways to Connect with the “new” Health Care Consumer Asthehealthcareindustrycontinuestochange,consumersfindthemselvesadaptingtotheever-changingmarketandalteringthewaytheyapproachtheircare.

• Understandconsumerexpectationsandadaptmarketingeffortstomeettheseexpectations• Connectwithpatientswhereandwhentheyareaccessinghealthinformation• Buildrelationshipswithconsumersoveralifetimetopromoteloyaltytotheorganization

dalal haldeman, phd, MBA Senior Vice President, Marketing and Communications Johns hopKins Medicine

2:00 pm – 2:45 pm

Understand the Health Care Consumer through Outside industriesOnewaytopreventsuccessofmarketingcampaignsistofollowthestandardapproachoftheindustryandsharethesameoverallmessageascompetitors.Inthissession,gaininsightonmultipleorganizationsthatwentagainstthenormwiththeirmarketingandtransformedtheirbrand.

• Hearcasestudiesofthreebrandsthattookactiontostandoutintheirindustries• Examinehowtodifferentiatethebrandfromcompetitors,bothwithinandoutsideofhealthcare• Utilizefeedbackfromotherindustriesandtranslatethatintosuccessforhealthcareorganizations

peter connolly Executive Vice President, Chief Marketing Officer, sAint peter’s heAlthcAre systeM Former President, Worldwide Marketing, Communications and Public Relations, toMMy hilfiger UsA

2:45 pm – 3:15 pm Networking and Refreshment Break Sponsored by:

3:15 pm – 4:05 pm

Realize the Relationship Between Quality, Patient Satisfaction, and MarketingHistorically,healthcareconsumershavelookedtofamilymembersandfriendsbeforemakingdecisionsaboutwhichorganizationstotrust.now,moreand more consumers are going online for information about health care facilities to determine where to get their care.

• Understandtheneedtoincreasequalityandpatientsatisfactiontomanagetheonlinereputationoftheorganization• Developastrategytoaddresspositiveandnegativepatientratingsinonlineforums• AppreciatetheimpacttransparencycanhaveonincreasingSEOandconsumerinterest

Matt gove Chief Marketing Officer piedMont heAlthcAre

Brian gresh Senior Director, Interactive Marketing and Web University of UtAh heAlth cAre

4:05 pm – 4:50 pm

Establish a Balance in Marketing Strategy — Marketing Profitable Service Lines Versus Promoting the Mission of Creating a Healthy CommunityHealthcareorganizationsareinthebusinessofimprovingthehealthofthepopulation,buttheyarestillexactlythat—abusiness—andthereis a need to focus efforts on increasing volume to their profitable service lines.

• Determinebestpracticesforallocatingresourcestoareasthatbenefittheorganizationandthecommunityitisserving• Prioritizemarketingeffortstomeettheneedsoftheorganizationfromabusinessdevelopmentperspectivewithoutignoringtheoverallmission

dino rhodes Assistant Vice President, Integrated and Digital Marketing cArolinAs heAlthcAre systeM

4:50 pm – 5:50 pm

Day OnE CLOSing KEynOtE: Utilize Social Media for Marketing and Beyond Socialmediaisasuccessfulmeansforreachingalargescopeofconsumerswithlittlecosttotheorganization.Hospitalmarketingprofessionals arebeginningtofocusagreatdealofattentiononsocialmedia,butfewareutilizingthesechannelstoimprovecareforpatients.

• HearhowtheMayoClinicusessocialmediatoolstoimprovecareandserveclinicalpractices,education,andresearchefforts• Realizetherolesocialmediacanplayinreducingcostsofcareandimprovingpatientsatisfaction• Uncoverabroaderfocusforsocialmediathatmovesbeyondpurelyattractingmorepatients

lee Aase Director, Mayo Clinic Center for Social Media MAyo clinic

5:50 pm – 6:50 pm Cocktail and Networking Reception

To register, p lease v is i t : www.wor ldcongress.com/hospi ta lmarket ing • Cal l : 800-767-9499 emai l : wcreg@worldcongress.com

To register, p lease v is i t : www.wor ldcongress.com/hospi ta lmarket ing • Cal l : 800-767-9499 emai l : wcreg@worldcongress.com

D a y T w o • T u e S D a y , S e p T e M b e r 9 , 2 0 1 48:00 am – 8:30 am Morning Coffee

8:30 am – 8:45 am

Chairperson’s Welcome and Review of Day One rhonda Mann

Chief Marketing Officer Beth isrAel deAconess MedicAl center

8:45 am – 9:30 am

integrate Digital Marketing with traditional Marketing Methods Digitalmarketingtoolsprovideanopportunitytocreatemarketingmessageswhilelimitingcosts;however,traditionalmarketingmethodsshouldnotbedismissed as they are still producing results. In this session:

• Learnhowtousedigitalmarketinginconjunctionwithtraditionalmarketing• Alignmarketingeffortstoincreasepatientengagement• DiscussnewmethodsfortrackingdigitalmarketingeffortstobetterunderstandROI

vicki Amalfitano Vice President, Marketing and Planning BrighAM And woMen’s hospitAl

Matt henry Vice President, Healthcare AUdience pArtners, llc

9:30 am – 10:15 am

CaSE StUDiES: Discover innovative Uses for Social Media in Hospital MarketingIthasbeenwell-establishedthatsocialmediaisacost-effectivemethodforreachingconsumersandisimportanttoincludeinthemarketingstrategy. This session focuses on innovative ways to use social media to connect with consumers.

• Understandtheopportunitytoadvanceyoursocialmediamarketingpresence• Hearhowasuccessful,innovativesocialmediastrategieshavehelpednewYorkPresbyterianHospitalandBostonChildren’sHospitalbuildbetter

relationships with their patients

gina czark Head, Social Media new yorK presByteriAn hospitAl

rob graham Director, Media Relations and National Strategy Boston children’s hospitAl

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

10:45 am – 11:35 am

CaSE StUDiES: implement a Content Marketing Strategy to Share your StoryHospitalsandhealthsystemshaveasurplusofinformationtocommunicateabouttheircapabilities,theirfacilities,successstories,healthtips forconsumers,etc.Contentmarketingisonewaytoorganizethatinformationwhilesharingitwithconsumers.

• Discoverwaystoimplementacontentmarketingapproachtopromotebrandawarenessandattractnewpatients• HearbestpracticesforintegratingcontentmarketingstrategieswithothermarketingmethodstoincreaseROIofmarketingcampaigns• Learninnovativewaystoutilizecontentmarketingthatappealstopatients

christopher nelson Assistant Vice President, Public Affairs University of UtAh heAlth cAre

scott linabarger Senior Director, Multichannel Content Marketing clevelAnd clinic

To register, p lease v is i t : www.wor ldcongress.com/hospi ta lmarket ing • Cal l : 800-767-9499 emai l : wcreg@worldcongress.com

To register, p lease v is i t : www.wor ldcongress.com/hospi ta lmarket ing • Cal l : 800-767-9499 emai l : wcreg@worldcongress.com

Organized by:

for updates on our boston program please visit www.worldcongress.com/Hospitalmarketing

to inqu i re about sponsorsh ip and execut ive network ing oppor tun i t ies , p lease contact :

Bernie Weiss, Vice President, Business Development, World Congress Phone: (781) 939-2502 • Bernie.Weiss@worldcongress.com

D a y T w o • T u e S D a y , S e p T e M b e r 9 , 2 0 1 4 ( c o n t i n u e d )

11:35 am – 12:30 pm

Streamline the Organization’s Message across Departments and Market the Full Patient ExperienceMarketingeffortsthatfocusonconvenienceandeaseforpatientsoftenfallflatwhentheactualexperiencevariesfromwhatwaspromised. Variousdepartmentsmustworktogethertoensureconsistentmessagingacrosstheorganization.

• Understandwhichdepartmentsareessentialtoincludeintheconversation• Identifystrategiestopromotecollaborationacrossdepartments• Discoverwaystoensuremarketingmessagescomplementthegoalsoftheorganization

Moderator:

colleen fahey US Managing Director sixièMe son

panelists:

carol norris smith Vice President, Marketing and Public Affairs princeton heAlthcAre systeM

Anthony condia Vice President, Chief Marketing Officer Uc heAlth, University of cincinnAti MedicAl center

12:30 pm – 1:45 pm Luncheon

1:45 pm – 2:30 pm

Respond to the Ever-Changing Health Care Marketplace and Speak with One integrated VoiceThereisaconstantneedtoadjustmarketingandcommunicationsstrategiesinreactiontothechanginghealthcaremarketandregulatoryenvironment.whendifferentcultures,environmentsandgeographiesareinvolved,thischangeisespeciallydifficult.LearnaboutRobertwoodJohnsonHealthSystem’sjourneytospeakwithonevoiceinarapidlychanginghealthcarelandscape.

• Reacttochangesintheenvironmentandcoordinateoperationsandmarketingstrategies• DiscoverhowRwJHealthSystemalignedthegeographicmarketingstrategiesof5hospitals• Repurposetheorganization’smessagetowardanAmbulatorygrowthModelandincorporatePhysicianAlignmentModelsintothe

communications strategy• Integratemarketingandcommunicationsintopatientaccessacrossasystem

Michael e. Knecht, fAche Vice President, Communications and Community Relations roBert wood Johnson University hospitAl

diane grillo Vice President, Marketing and Communications roBert wood Johnson University hospitAl hAMilton

Michael c. Maiale, MBA Vice President, Strategy and Market Development roBert wood Johnson University hospitAl rAhwAy

2:30 pm – 3:15 pm

adjust Marketing Strategies to address non-traditional Competitors in the MarketHospitalsandhealthsystemshavegenerallyfocusedonotherlocalhospitalsandhealthsystemsastheirmaincompetitors.However,withthegrowingnumberofwearabledevices,mobilehealthapplications,retailhealthcare,andanemergingvalue-basedmarket,thereisagreaterneedtoaddressthesecompetitorswhencreatingmarketingcampaigns,consumer,andphysicianengagementstrategies.

• Discoveremergingtechnologiesthataredisruptingandinsomecasesreplacingtraditionalmarketboundaries• Discussstrategiestoaddressnon-traditionalcompetitorsfromamarketingperspective• Determinewhoiscompetingforashareofthehealthcaredollarandwhatthreattheyposetoyourbusinessmodel

paul szablowski Senior Vice President, Communications and Image texAs heAlth resoUrces

Jill Austin Assistant Vice Chancellor, Strategic Marketing, Chief Marketing Officer vAnderBilt University MedicAl center

3:15 pm – 4:00 pm

adapt Marketing Strategies for the Future of Health CareSincetheintroductionofdigitalplatforms,socialmedia,andotheronlinemarketingtools,thesemarketingoutletshavebeenapproachedasadditive totheexistingmarketingstrategy;yetmostmarketingdepartmentsareremainingthesameordecreasinginsize.

• Uncoverwaystoadjustmarketingstrategiestoincorporatedigitalasafundamentalmarketingmethod• Discussthefutureoutlookofthedigitalversustraditionalmarketingbreakdownandpreparefortheshift• Prioritizefuturemarketingeffortsandchannelstogainacompetitiveedgewithintheindustry

Beverly petry Chief Marketing Officer rocKy MoUntAin hospitAl for children

tom Jensen Online and Traditional Marketing Director Mercy heAlth systeM

4:00 pm Close of Summit

To register, p lease v is i t : www.wor ldcongress.com/hospi ta lmarket ing • Cal l : 800-767-9499 emai l : wcreg@worldcongress.com

To register, p lease v is i t : www.wor ldcongress.com/hospi ta lmarket ing • Cal l : 800-767-9499 emai l : wcreg@worldcongress.com

co-located with These world congress events:

Insurer’s Customer experIenCe and member retentIon summIt

6th Annual

Optimize Consumer Experience, Call Center Operations, and Communications to Increase Engagement and Retentionseptember 8-9, 2014 • Hyatt regenCy boston • boston, ma

patient engagement summitpatient engagement summitS e p t e m b e r 8 - 9 , 2 0 1 4 • H y a t t R e g e n c y B o s t o n • B o s t o n , M A

Hospi ta l S tra tegies to Improve Cl in ical Outcomes and Chronic Disease Management

World Congress

Easy Ways to Register

Registration Fee: Venue and Accommodations:

Hyatt Regency BostonOne Avenue de LafayetteBoston, Massachusetts, USA, 02111 Tel: 617-912-1234 • Fax: 617-451-2198regencyboston.hyatt.comRoom Rate: $249 • Cut off date: 8/17/14 Please be sure to mention WC Research Inc. when making your reservation.

Save up to $600 when you register by 6/27/14! 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. Pleasemakechecks(inU.S.fundsdrawnonaU.S.bank)payabletoWCResearch,Inc.(Nopersonalchecks accepted) *Verification may be required for Hospital and Health Systems/ Academic/Government rate.

Please contact us should you have any special needs

Substitution & Cancellation: Yourregistrationmaybetransferredtoamemberofyourorganizationupto24hoursinadvanceoftheconference.Cancellationsreceivedinwritingonorbefore30dayspriortothestartoftheeventwillberefunded,lessa$395administrativecharge.Norefundswillbemadeafterthisdate;however,theregistrationfeelessthe$395administrativechargecanbecreditedtoanotherWorldCongress conference if you register within 6 months from the date of this conference. In case of conferencecancellation,WorldCongress’liabilityislimitedtorefundoftheconferenceregistrationfeeonly.WorldCongressreservestherighttoalterthisprogramwithoutpriornotice.

Satisfaction Guaranteed: WorldCongressstandsbehindthequalityofitsconferences.Ifyouarenot satisfied with the quality of the conference, a credit will be awarded towardsacomparableWorldCongressconferenceofyourchoice

Team Discount: YourorganizationmaysendONEexecutive FREE for every three delegates registered. All registrations must be made at the same time to qualify.Toregisteryourteam,contactusat800-767-9499.

Best Value

By 06/27/2014 By 08/08/2014 By 09/08/2014

Standard

Conference $1495.00 $1795.00 $2095.00

Conference Plus 1 Workshop $1690.00 $1990.00 $2290.00

Workshop only $195.00 $195.00 $195.00

Hospital & Health Systems

Conference $495.00 $795.00 $1095.00

Conference Plus 1 Workshop $690.00 $990.00 $1290.00

Workshop only $195.00 $195.00 $195.00

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WorldCongress500WestCummingsPark,Suite5200Woburn,MA01801HL14016

S Av e u p to $ 6 0 0 W h e n y o u r e g i S t e r b y J u n e 2 7 , 2 0 1 4 !

Hospital marketing innovation summit

AdvAnce MArketing

StrAtegieS to Align

With conSuMer

And heAlth cAre

evolutionSepteMber 8-9, 2014 • hyAtt regency boSton • boSton, MA

top reasons to attend

to register, p lease v is i t : www.wor ldcongress.com/hospi ta lmarket ing Cal l : 800-767-9499 • emai l : wcreg@worldcongress.com

• Learnhowtobuildrelationshipswithconsumersoveralifetimetopromoteloyaltytotheorganization

• Exploremarketingstrategiesthatalignwiththenewindustryfocusonevaluationofvalue

• Utilizefeedbackfromnon-healthcareindustriesandtranslatethatintosuccessinhealthcare

• Balancemarketingprofitableservicelineswithpromotingthemissionofahealthycommunity

• IncreaseROIofcampaignsbyusingsocialmediaandcontentmarketing

• Prioritizefuturemarketingstrategiesandchannelstogainacompetitiveedge

weBsitewww.worldcongress.com hospitalmarketing

e-MAilwcreg@worldcongress.com

phone800-767-9499 781-939-2400outsidetheU.S.