Hospital Marketing Innovation Summit

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:F o r p r o g r a m u p d a T e s p l e a s e v i s i T w w w. wo r l d C o n g r e ss . C o m / H o s p i Ta l m a r k e T i n g

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 St. Jude Children’s Research Hospital

...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

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R E V E N U ECom

petitive EdgeCOMMUNICATION

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:

• Innovative approaches to digital marketing and managing the organization’s online reputation

• Strategies for establishing a balance between promoting profitable service lines and promoting the mission of a healthy community

• Successful examples of integrating digital and traditional marketing to increase ROI

• Ways to develop and present the brand of the organization consistently throughout the environment

I look forward to welcoming you to Boston to share valuable strategies to bring back to your organization and make meaningful connections with industry experts.

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 : [email protected]

Co-located with These world Congress events:

Insurer’s Customer experIenCe and member retentIon summIt

6th Annual




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.

• Understand the importance of creating a welcoming environment for patients in your hospital or physician office• Discuss where patients’ concerns lie in relation to the environment and the minor changes that can make a huge difference in patient experience • Discover ways to transform lobbies, patients rooms, and other key areas to provide a patient-oriented environment• Hear from a hospital about how they incorporated feedback from non-health care industries when building a new clinical location• Learn how a patient-centered environment can become part of marketing and communication messaging and differentiate the organization

in the market

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

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


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 Present to Key Players in Your Target Market • Take Advantage of 1-on-1 Sponsor/Attendee Meetings Facilitated On-Site

CAPTURE A TRUE ROI THROUgH SPOnSORSHIP OF THE FOLLOwIng:Agenda Thought Leadership • networking Cocktail Reception • Breakfast Symposia • Luncheon • Executive networking Breaks

To inquire about Sponsorship, Exhibit, Branding, and Executive Networking Opportunities, Contact: Bernie Weiss, Vice President, Business Development, World Congress • Call 781-939-2502 or email [email protected]


AdvAnce MArketing

StrAtegieS to Align

With conSuMer

And heAlth cAre


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 As the health care industry continues to change, consumers find themselves adapting to the ever-changing market and altering the way they approach their care.

• Understand consumer expectations and adapt marketing efforts to meet these expectations• Connect with patients where and when they are accessing health information• Build relationships with consumers over a lifetime to promote loyalty to the organization

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 industriesOne way to prevent success of marketing campaigns is to follow the standard approach of the industry and share the same overall message as competitors. In this session, gain insight on multiple organizations that went against the norm with their marketing and transformed their brand.

• Hear case studies of three brands that took action to stand out in their industries• Examine how to differentiate the brand from competitors, both within and outside of health care• Utilize feedback from other industries and translate that into success for health care organizations

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

3:15 pm – 4:00 pm

Realize the Relationship Between Quality, Patient Satisfaction, and MarketingHistorically, health care consumers have looked to family members and friends before making decisions about which organizations to trust. now, more and more consumers are going online for information about health care facilities to determine where to get their care.

• Understand the need to increase quality and patient satisfaction to manage the online reputation of the organization • Develop a strategy to address positive and negative patient ratings in online forums• Appreciate the impact transparency can have on increasing SEO and consumer interest

Matt gove Chief Marketing Officer piedMont heAlthcAre

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

4:00 pm – 4:45 pm

Establish a Balance in Marketing Strategy — Marketing Profitable Service Lines Versus Promoting the Mission of Creating a Healthy CommunityHealth care organizations are in the business of improving the health of the population, but they are still exactly that — a business — and there is a need to focus efforts on increasing volume to their profitable service lines.

• Determine best practices for allocating resources to areas that benefit the organization and the community it is serving• Prioritize marketing efforts to meet the needs of the organization from a business development perspective without ignoring the overall mission

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

4:45 pm – 5:45 pm

Day OnE CLOSing KEynOtE: Utilize Social Media for Marketing and Beyond Social media is a successful means for reaching a large scope of consumers with little cost to the organization. Hospital marketing professionals are beginning to focus a great deal of attention on social media, but few are utilizing these channels to improve care for patients.

• Hear how the Mayo Clinic uses social media tools to improve care and serve clinical practices, education, and research efforts• Realize the role social media can play in reducing costs of care and improving patient satisfaction• Uncover a broader focus for social media that moves beyond purely attracting more patients

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

5:45 pm – 6:45 pm Cocktail and Networking Reception



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 Digital marketing tools provide an opportunity to create marketing messages while limiting costs; however, traditional marketing methods should not be dismissed as they are still producing results. In this session:

• Learn how to use digital marketing in conjunction with traditional marketing • Align marketing efforts to increase patient engagement• Discuss new methods for tracking digital marketing efforts to better understand ROI

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

9:30 am – 10:15 am

CaSE StUDiES: Discover innovative Uses for Social Media in Hospital MarketingIt has been well-established that social media is a cost-effective method for reaching consumers and is important to include in the marketing strategy. This session focuses on innovative ways to use social media to connect with consumers.

• Understand the opportunity to advance your social media marketing presence • Hear how a successful, innovative social media strategies have helped new York Presbyterian Hospital and Boston Children’s Hospital build better

relationships with their patients

gina czark Head, Social Media new yorK presByteriAn hospitAl

Margaret coughlin Senior Vice President, Chief Marketing and Communications Officer Boston children’s hospitAl

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

10:45 am – 11:30 am

CaSE StUDiES: implement a Content Marketing Strategy to Share your StoryHospitals and health systems have a surplus of information to communicate about their capabilities, their facilities, success stories, health tips for consumers, etc. Content marketing is one way to organize that information while sharing it with consumers.

• Discover ways to implement a content marketing approach to promote brand awareness and attract new patients• Hear best practices for integrating content marketing strategies with other marketing methods to increase ROI of marketing campaigns• Learn innovative ways to utilize content marketing that appeals to patients

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

scott linabarger Senior Director, Multichannel Content Marketing clevelAnd clinic



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 • [email protected]

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 )

11:30 am – 12:15 pm

Streamline the Organization’s Message across Departments and Market the Full Patient ExperienceMarketing efforts that focus on convenience and ease for patients often fall flat when the actual experience varies from what was promised. Various departments must work together to ensure consistent messaging across the organization.

• Understand which departments are essential to include in the conversation• Identify strategies to promote collaboration across departments• Discover ways to ensure marketing messages complement the goals of the organization

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

nicola Ziady Director, Marketing and Communications st. JUde children’s reseArch hospitAl

12:15 pm – 1:30 pm Luncheon

1:30 pm – 2:15 pm

Respond to the Ever-Changing Health Care Marketplace and Speak with One integrated VoiceThere is a constant need to adjust marketing and communications strategies in reaction to the changing health care market and regulatory environment. when different cultures, environments and geographies are involved, this change is especially difficult. Learn about Robert wood Johnson Health System’s journey to speak with one voice in a rapidly changing healthcare landscape.

• React to changes in the environment and coordinate operations and marketing strategies• Discover how RwJ Health System aligned the geographic marketing strategies of 5 hospitals• Repurpose the organization’s message toward an Ambulatory growth Model and incorporate Physician Alignment Models into the

communications strategy• Integrate marketing and communications into patient access across a system

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

2:15 pm – 3:00 pm

adjust Marketing Strategies to address non-traditional Competitors in the MarketHospitals and health systems have generally focused on other local hospitals and health systems as their main competitors. However, with the growing number of urgent care centers and retail clinics, there is a greater need to address these competitors in the market when creating marketing campaigns.

• Determine additional competitors in the industry and what threat they pose to business• Discuss strategies to address non-traditional competitors from a marketing perspective

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

3:00 pm – 3:45 pm

adapt Marketing Strategies for the Future of Health CareSince the introduction of digital platforms, social media, and other online marketing tools, these marketing outlets have been approached as additive to the existing marketing strategy; yet most marketing departments are remaining the same or decreasing in size.

• Uncover ways to adjust marketing strategies to incorporate digital as a fundamental marketing method• Discuss the future outlook of the digital versus traditional marketing breakdown and prepare for the shift• Prioritize future marketing efforts and channels to gain a competitive edge within the industry

Beverly petry Chief Marketing Officer rocKy MoUntAin hospitAl for children

tom Jensen Online and Traditional Marketing Director Mercy heAlth systeM

3:45 pm Close of Summit



Co-located with These world Congress events:

Insurer’s Customer experIenCe and member retentIon summIt

6th Annual




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. 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 Hospital and Health Systems/ Academic/Government rate.

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 06/27/2014 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

PRSRT STDU.S. Postage

PAIDGallery

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

HL14016

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 !


AdvAnce MArketing

StrAtegieS to Align

With conSuMer

And heAlth cAre


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 : [email protected]

• Learnhowtobuildrelationshipswithconsumersoveralifetimetopromoteloyaltytotheorganization

• Exploremarketingstrategiesthatalignwiththenewindustryfocusonevaluationofvalue

• Utilizefeedbackfromnon-healthcareindustriesandtranslatethatintosuccessinhealthcare

• Balancemarketingprofitableservicelineswithpromotingthemissionofahealthycommunity

• IncreaseROIofcampaignsbyusingsocialmediaandcontentmarketing

• Prioritizefuturemarketingstrategiesandchannelstogainacompetitiveedge

weBsitewww.worldcongress.com hospitalmarketing

[email protected]

phone800-767-9499 781-939-2400 outside the U.S.

Health & Medicine

Hospital Marketing Innovation Summit