Eighteenth National Summit

Healthcare Marketing Strategies

focus on:
Strategic Marketing Customer Communication & Engagement Physician Strategies Patient Experience Interactive Strategies & New Media

May 5 7, 2013
Westin Kierland Scottsdale, AZ

with special support from:

The Changing Role of the Marketing Strategist Vision . . . Value . . . Viability

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

Eighteenth National Summit Healthcare Marketing Strategies

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

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 organizations consumer and physician marketing strategies Identify innovative approaches to improving the patient experience

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, youll 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 todays most important healthcare marketing issues. Conference Co-Chairs

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

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

Suzanne H. Sawyer Chief Marketing Officer Penn Medicine

Sunday, May 5, 2013 Pre-Summit Strategy Session I Pre-Summit Strategy Session II Pre-Summit Strategy Session III
9:00a12:00p Developing Effective Marketing Plans: What Matters Now Successful marketing starts with a solid marketing plan, one that is grounded in an understanding of todays most important issues and the organizations 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 valuedriven 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

9:00a12:00p Content Marketing: A Primer for Healthcare Marketers Digital 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

9:00a12:00p Maximizing Marketing Messages with Physicians Without a doubt, physicians are a key audience for todays marketers. But whats 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

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

1:00p

Conference Commences
Customer Communication & Engagement
Sponsored by eVariant Internal Branding: From Team-Building to Business-Building As 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

Strategic Marketing
Sponsored by MEDSEEK Marketing Executives: Transitioning from Volume to Value With 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 status Explore 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

Interactive Strategies & New Media

Sponsored by Greystone.Net You Can Make an App for That (But Should You?) Seems like theres 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

1:002:15p

The Critical Value of Brand in a Changing Industry The 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

Social Media Marketing Done Right Launching a Facebook Page or YouTube Channel is NOT social media marketing. Meeting the demands of todays 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 Medicines 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

2:303:45p

4:005:15p

Sponsored by eVariant

5:15 6:45p

General Session

Using Technology to Enhance the Doctor/Patient Relationship: The Marketers 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

Opening Reception
in the Exhibit Hall

Sponsored by Neathawk Dubuque & Packett

Monday, May 6, 2013

8:009:15a
7:007:50a Technology Forecast Breakfast Briefing

General Session
9:4511:00a
Sponsored by eVariant
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 marketers 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

Strategic Marketing
Sponsored by MEDSEEK 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)

Customer Communication & Engagement

Sponsored by eVariant Accountability in Marketing: Developing a Culture of Measurement, Optimization, and Impact Predictive 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

Making Wellness a Strategic Imperative From 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

Three-Dimensional Marketing The 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)

11:15a12:30p

6:30a5:00p Registration 7:007:50a 8:009:15a Technology Forecast Breakfast Briefing General Session

9:159:45a Break in the Exhibit Hall 9:4511:00a Concurrent Sessions 11:0011:15a Break

2:003:15p

Schedule At a Glance

12:301:15p Networking Luncheon Behavioral Marketing: Using Our Skills to Improve Health Marketings 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

Taking a Page from Retails Book to Create Raging Fans What 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)

12:301:15p 1:152:00p 2:003:15p 3:153:45p 3:455:15p 5:156:30p

Networking Luncheon Dessert in the Exhibit Hall Concurrent Sessions Break in the Exhibit Hall Concurrent Sessions Reception in the Exhibit Hall

3:45-5:15p

11:15a12:30p Concurrent Sessions

Marketing the System vs. Hospitals With mergers and consolidations come new challenges. How do you meet individual volume, market share, and revenue goals while managing a very tight budget? Whats more cost effective: promoting the system, with one integrated look, or letting each hospital do its own thing? Lets 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

Marketing ACOs and Medical Homes: Lets Talk As 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

5:156:30p Reception in the Exhibit Hall

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Monday, May 6, 2013

7:007:50a Technology Forecast Breakfast Briefing

Physician Strategies

Sponsored by MarketWare Systems Physician Marketing: It Takes a StrategicallyFocused Village With 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)

Patient Experience

Sponsored by Coffey Communications, Inc. How Marketing and Communications Enhance Patient Experience At 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)

Interactive Strategies & New Media

Sponsored by Greystone.Net Insights that Matter in a Multi-Screen World We 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 Googles 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

Engaging, Aligning, and Integrating Physicians to Create a Patient-Focused Culture Today, 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 patientcentered behaviors, development of patientcentered communication skills, and rounding.
Beverly Begovich, Practice Leader Baptist Leadership Group (Pensacola, FL) Robert Harriman, PhD, Administrator Gulf Breeze Hospital (Gulf Breeze, FL)

Cultivating A Culture of Caring By 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 Community Today, 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)

12:301:15p Networking Luncheon Uniting Multiple Physician Practice Groups Under One Bigger, Better Brand Getting 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

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 isnt 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.

Physicians and Web Engagement: Solving the Puzzle How 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.

Improve Community Health AND Grow Revenue By 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 Metrics Measuring 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)

5:156:30p Reception in the Exhibit Hall

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Tuesday, May 7, 2013

8:009:15a 9:3010:45a Strategic Marketing
Sponsored by MEDSEEK Marketing Healthcare Services to Employers Examine concrete strategies and innovative tactics for marketing a variety of services, including occupational health, urgent care, wellness services, womens 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

Customer Communication & Engagement

Sponsored by eVariant Positioning for Population Health Management How 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

General Session

Branding: Its Not Just What You Do, But How You Do It One 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 worlds 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 its 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

Mens 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 mens health is a Blue Ocean Strategic opportunity that can help hospitals create demand and open new markets. Hear how INTEGRIS Health is addressing mens 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 Dominos, Hyundai, and BP Not 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

Schedule At a Glance
7:30a2:30p Registration 7:308:00a 8:009:15a 9:159:30a Continental Breakfast General Session Break

11:00a12:15p 12:302:30p

Special Workshop Sessions

Advance sign-up for workshop sessions is required, although there is no extra charge. Please see Registration Form. Make Room for Video in Your Engagement Strategy Today, 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 platforms
Brooke 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

9:3010:45a Concurrent Sessions 10:4511:00a Break 11:00a12:15p Concurrent Sessions 12:302:30p Special Workshop Sessions 2:30p Conference Adjourns

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

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Tuesday, May 7, 2013

Physician Strategies
Sponsored by MarketWare Systems Drive Referrals: Strategy + Relationships + Marketing = Success Robust referral relationships are essential to a health systems success. Examine Henry Ford Health Systems 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

Patient Experience

Sponsored by Coffey Communications, Inc. Your Healthcare Organization Is Only As Good As Its Promise By 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.

Interactive Strategies & New Media

Sponsored by Greystone.Net Transforming Your Hospitals Digital Marketing Strategy Weve 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

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

Patient Experience Redesigned to Deliver Value The 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

Special Workshop Sessions

Advance sign-up for workshop sessions is required, although there is no extra charge. Please see Registration Form. 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 Patients Well 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 Engaged Physicians 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 Learn

Concerned about missing out on sessions you cant attend? Cant make the conference this year? Dont 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 wont want to miss this valuable resource. Order today on the Registration Form, or by calling 312-440-9080, ext. 23.
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Summit Highlights
Using Technology to Enhance the Doctor/Patient Relationship: The Marketers Role
Sponsored by eVariant

Technology Forecast Breakfast Brieng Monday, May 6

7:007:50a 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. Its 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!

Sunday, May 5
4:005:15p Wendy Sue Swanson, MD, MBE, FAAP Pediatrician, 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 Childrens 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 childrens 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.

Summit Exhibit Hall Living By Numbers: Engaging Consumers for Better Health
Sponsored by eVariant
Dont miss this opportunity to check out the latest and best marketing technologies and services! The Exhibit Hall features: H  ands-on demonstrations hosted by the nations leading marketing and technology service firms K  nowledgeable experts to answer your questions and help you demystify and distinguish so that you can make informed decisions F  ood, drink, prizes, and more!!

Monday, May 6
8:009:15a Thomas Goetz Former 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. Thomass second book, The Remedy, is due out in Fall 2013.

Summit Sponsor

Branding: Its Not Just What You Do, But How You Do It Tuesday, May 7
8:009:15a Scott Bedbury Founder 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 worlds 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: Nikes 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.

Join the Forum!

Join the Forum for Healthcare Strategists and benefit from: E  xclusive networking opportunities available only through the Members Only Section of the Forum Website  Discounts on three annual conferences  Discounted and complimentary Webinars H  ealthcare Strategy Alert, the Forums acclaimed newsletter focusing on todays important strategic issues. For more information, visit www.healthcarestrategy.com.

Co-Sponsors
platinum sponsor
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.

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.

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. MarketWares proven solution gives a hospitals business development team the tools and experience to grow patient volume through well-managed physician relationships.

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. Coffeys 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).

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.

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.

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.

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.

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 providers 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. Weve helped healthcare clients from across the country build their brands in ways that connect with consumers and we can do the same for you.

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.

Details

Westin Kierland

Group Discounts Available

The 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 Needs

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

Excellence Guarantee

The 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 Eligible

The 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 countrys most luxurious destination. The resort features a full-service spa, championship golf, and award-winning dining and upscale shopping. And, just one block away, youll 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

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

Leave the Shipping to Us

Collect as much valuable information as youd like, and send it home compliments of Coffey Communications, Inc.

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Registration

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

May 5 7, 2013 Westin Kierland Scottsdale, AZ
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 Forum Member Non-Member* 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
state zip

Eighteenth National Summit Healthcare Marketing Strategies

1 Registrant Information

full name

first name as you wish it to appear on badge title organization

Early $895 $1,020*

Regular $995 $1,120*

received by 3/8/13 received after 3/8/13

address

city

Developing Marketing Plans Content Marketing Maximizing Physician Messaging Audio Recordings with Handouts

$110 $110 $110

$140 $140 $140

phone

fax

e-mail

$110 for Attendees $395 Non-Attendees  Total Due $

2 Which Category Best Describes Your Organization?

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

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

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

3 Half-Day Sessions and Special Workshop Sessions

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 Session Sunday, May 5 * Marketing Executives: Transitioning from Volume to Value (Feinberg/ Hitchcock/Holt/Corrigan) Tuesday, May 7 * Transforming Your Hospitals Digital Marketing Strategy (Boyer/Bevolo) Special Workshop Sessions Tuesday, May 7 * Make Room for Video in Your Engagement Strategy * Consumer Trends & Healthcare Brands * Social Media Activation

* 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

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billing zip code

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Cancellation Policy
The 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 Registration
All 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.

6 Get This Form To Us

Mail registration form(s) with payment to: Forum for Healthcare Strategists 980 North Michigan Avenue Suite 1260 Chicago, IL 60611 Fax registration form(s) with credit card information to: 312-440-9089 Register online at: www.healthcarestrategy.com
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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!

Westin Kierland Scottsdale, AZ May 5 7, 2013

Healthcare Marketing Strategies

Eighteenth National Summit
Tel: 312-440-9080 www.healthcarestrategy.com 980 North Michigan Avenue Suite 1260 Chicago, IL 60611