Patient Pathways: Using Digital Media to Hyperfocus on the Right Patients in Real Time

When is digital media most effective? What are the proven models for success? New programmatic media can create a digital pathway to target specialty referrals and track patient conversions. Learn how to utilize inpatient case counts by ZIP Code to develop Brand Development and Category Development Indices (BDI/CDI) to align media dollars to best growth opportunities. Presenters will address HIPAA compliance and the limitations of the technology. Finally, participants will engage with a case study that shows media strategies and creative that performed best and why.

• Daniel, Cobb, CEO, DBA
• Cayce Hoak, Director, Branding and Strategic Communication, University of Illinois Hospital & Health Sciences System