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As the health care field increasingly focuses on population health, hospital and health system marketers need to learn how to use their promotional skills in new ways to help their organizations achieve the objectives of this model of care. This article discusses the population health initiative of one health system and their customer relationships management (CRM) campaign.

Join Dave Griffith, VP Analytics and Insights, and Heidi Schulte, VP Solutions Consultant, from Healthgrades as they walk you through innovative ways of utilizing data to inform decisions and solve business challenges beyond the marketing campaign.

Hear about the beautiful, symbiotic relationship when population health management teams with marketing to uncover the true benefit of their programs. Learn how marketers must be able to leverage their CRM data and reporting to provide true business intelligence for their service line and population health teams to make timely decisions about program management is invaluable.

In this session, Robin Schell, APR, Senior Counsel & Partner, Fellow PRSA of Jackson Jackson & Wagner and Gail Winslow, APR, Associate Director, Strategic Growth, of UMass Medical Center will introduce the concept of using triggering events to drive internal and external behaviors, and discuss how UMass Medical Center uses data to motivate and support behaviors, make effective business decisions and measure success. Using the example of implementing Salesforce by UMass Medical School, participants will see how theory and application come together in a CRM system.

Do you think about open enrollment as a fall campaign? Think again. What if you viewed open enrollment as an opportunity to engage with patients, consumers, brokers, health plans, and employers all year long?

Learn how one health system has made a rapid conversion from a traditional marketing platform to an integrated, digitally focused program.

Customer relationship management (CRM) is a hot topic in healthcare marketing. From conferences to webinars to white papers, everyone seems to be jumping on the CRM bandwagon. And for every hospital or health system that doesn't have CRM, there seems to be another that underutilizes its existing CRM echnology. In an increasingly complex world of digital marketing channels, propensity modeling, and targeted analytics, a back-to-basics approach to CRM will help most organizations make sense of this ambiguous acronym.

Learn how the University of Iowa Hospital and Clinics started small with a subscriber database and, after time, proved that a full CRM database was worth the capital investment.