Marketing & Digital Engagement Track
Marketing & Digital Engagement Track (On-Demand)
SHSMD Online Course
Access to all recorded Marketing & Digital Engagement sessions from SHSMD Connections 2023 (60 day access period).
The following sessions are included:
(Executive) Overcoming Bias: How to unlock a closed mind?
Speakers:
Andy Semons, Founder, Strategic Planning Partner, IPNY
Dr. Sarah Bridges, CEO/Founder, Bridges Consulting
Donna Walthall, Senior Director, Marketing, Dana-Farber Cancer Institute
Description: Health care marketers often face challenges in changing behaviors due to entrenched beliefs and biases. This session focuses on using neuroscience principles to unlock closed minds and inspire action, especially among communities of color. Insights from Dana-Farber Cancer Institute and a leading neuroscientist will be shared on crafting communications to change behaviors and overcome biases.
Referral Marketing: A Team-Based Approach in the B2B Space
Speakers:
Loren Farquhar, Principal, Loren Farquhar Marketing + Communications
Shelly Caldrello, Director of Physician Relations, Phoenix Children's
Description: Learn about Phoenix Children’s team-based approach to referral marketing in the pediatric service line. The session covers B2B strategies, best practices for service line marketing, and building relationships for effective referral marketing.
Re-Writing The Playbook: Thriving In An Era of Disruption
Speakers:
Nicole Baxter, VP Marketing, HCA Healthcare
Mr. Jason Brown, CEO, Brown Parker & DeMarinis Advertising
Janelle Ullrich, VP Marketing, Adventist Health
Mrs. Sharon Line Clary, VP Strategic Marketing & Communications, AdventHealth
Description: This session addresses the challenges in the health care system, including rising costs, lower revenues, and increasing consumer choice. It focuses on rethinking marketing strategies and tactics to adapt to the changing health care landscape.
Brands That Move: Creating Breakthrough Brands that Transform an Organization from the Inside Out
Speakers:
Mark Baas, President, Baas Creative
Jeremy Harper, Chief Marketing and Experience Officer, Corewell Health
Holly Sullivan, Vice President, System Brand and Marketing, Corewell Health
Description: Explore the process of building a new brand for Corewell Health, a merger of two large hospital systems in Michigan. The session discusses the role of dynamic branding in organizational transformation and industry impact.
Implementing a Care Journey Framework to Improve the Patient Experience
Speakers:
David Whited, Principal, Research & Strategy, Highland Solutions
Craig Elbert, Senior Director of Consumer & Digital Marketing, Children's Mercy Kansas City
Description: Discover how Children's Mercy Hospital Kansas City improved patient experience using a care journey framework. This framework helps in understanding patient needs and aligning initiatives with strategic impact drivers.
(Advanced) How Did We Do It? New Facility, New Market, Shoestring Budget
Speakers:
Diane McGhee, Vice President, Strategic Communications and Outreach, UT Southwestern
Debra Richards, Director, Stakeholder Engagement and Market Relations, UT Southwestern
Description: UT Southwestern shares its experience of launching a new state-of-the-art ambulatory center in a new market during the pandemic. The focus is on personalized engagement and digital strategy in health care marketing.
Create a Next Generation User Experience for Potential Employees with Digital Marketing
Speaker:
Ben Dillon, Chief Executive Officer, Geonetric
Description: Learn how digital marketing can enhance the job seeker experience and support human resource efforts in employee engagement and retention in the health care sector.
HIPAA, FTC, & State Laws – What you need to know NOW!
Speaker:
Jenny Bristow, CEO, Hedy & Hopp
Description: An overview of the latest developments in health care marketing compliance, focusing on tracking patient data and ensuring legal compliance.
Can We Just Put The Old One Back?" Sustaining a Consumer-Focused Content Strategy
Speaker:
Jeff Stewart, Vice President, Strategic Marketing, CHRISTUS Health
Description: This session discusses how CHRISTUS Health developed a consumer-focused website and content strategy, and the challenges faced in sustaining it amidst feedback from physicians and administrators.
(Executive) Achieve Maximum Patient Engagement Through Connected Care
Speakers:
Mr. Jamey Shiels, System Vice President, Advocate Aurora Health
Kelly Jo Golson, EVP, Chief Brand, Communications & Consumer Experience Officer, Advocate Health
Description: Advocate Health explores the use of data, personalization, and digital health applications to enhance patient engagement and health outcomes.
Protecting Your Social Media Team’s Mental Health
Speaker:
Robbie Schneider, Social Media Manager, Franciscan Health
Description: This session focuses on strategies to protect the mental health of social media professionals in health care, addressing burnout and stress management.
Our Strategy to Activate Patients with Personalized Experiences Using Consumer & Behavioral Science
Speakers:
Eileen Varnson, Vice President, Marketing and Communications, Riverside Health System
Paul Prikazsky, Managing Principal, Client Strategy, Upfront Healthcare Services
Description: Riverside Health System's approach to patient engagement using personalized communication strategies based on consumer and behavioral science.
Reopening the Front Door to Primary Care Using an Omnichannel Digital Approach
Speakers:
Ms. Molly Luton, Chief Marketing & Communications Officer, Ballad Health
Sam Scott, Chief Strategy Officer, Lift Healthcare
Description: Ballad Health's strategy for primary care patient acquisition using digital marketing and patient preference empowerment.
The Other Side of Patient Acquisition: Driving Patients with B2B and Provider Engagement Strategies
Speakers:
Megan Pruce, Vice President, Business Engagement Strategies, Vanderbilt University Medical Center
Mr. Stuart Dill, Senior Vice President, Marketing and Engagement, Vanderbilt University Medical Center
Mr. Tom Hileman, Managing Partner, Digital, Global Prairie
Description: Vanderbilt University Medical Center discusses innovative patient acquisition strategies through B2B and provider channels, including marketing automation and care coordination.
Rolling with the Punches – Managing Tough MarCom Budget Decisions During Challenging Times
Speakers:
Julia Yoder, Marketing & PR Director, Brookings Health System
Amy Comeau, Vice President, Marketing, Emory Healthcare
Sonal Ellison, Executive in Residence, Endeavor Management
Description: This session focuses on how marketing and communications leaders manage difficult budgetary decisions. It covers strategies for using data to maintain marketing objectives, balancing resources, and making reductions when necessary. The session includes discussions on approaches to education and resource management, and provides an opportunity for participants to engage with the panel on specific scenarios.