Wednesday, February 4, 2009

Delivering on the Brand Promise: A Marketing, Operations, and Human Resources Partnership

(1:00-2:15pm)

As a new facility, Progress West Healthcare had the opportunity to create a truly patient-centered experience. The challenge … shaping front-line behavior to deliver the experience.  Hear how marketing, operations, and human resources worked together to make it happen.

Barbara McLaurine
Manager, Marketing, PR & Physician Services
BJC-Progress West HealthCare Center (O’Fallon, MO)
Burl Stamp
President
Stamp & Chase, Inc.

Political-Style Research in the Healthcare World

(2:30-3:45pm)

Research methods and tactics from the political arena can identify messages that are not merely popular, but persuasive. Examine how political-style research helps create marketing campaigns that build strong brands and contribute to market share growth, even in the face of obstacles.

Suzanne Towry
Director of Marketing and Communications
Vanguard Health Systems (Nashville, TN)
Tess Coody
Partner and Chief Operating Officer
Guerra DeBerry Coody

Thursday, February 5, 2009

Reputation & Revenue

(9:45-11:00am)

MedStar Health hospitals are growing inpatient market share through cost-effective service line marketing while also building brand preference. Track and compare the best practices of four MedStar hospitals over a ten year period, documenting spending levels, “share” growth, new patient net revenue associated with marketing, and changes in brand awareness. Examine a more disciplined approach to brand consumer research that yields deeper insights.

Corbin Riemer
Vice President, Marketing
MedStar Health (Lutherville, MD)

Taking the Mystery Out of the Customer Experience

(11:15am -12:30pm)

You’re measuring patient satisfaction, but do you have a handle on the customer experience? Every telephone call or personal interaction shapes the customer experience. Examine mystery shopping as a reliable method for evaluating the customer experience. Receive an experience mapping tool to help you evaluate your organization against your own standards and brand promise.

Kevin Stranberg
Director of Public Relations
Memorial Medical Center (Ashland, WI)
Kristin Baird
President
Baird Consulting, Inc.

Building Data-Driven Product Line Strategies for Multi-Hospital Systems

(2:00-3:15pm)

A focus on customer acquisition and retention drove Baylor Health System to develop a system-wide product line marketing plan adapted to each of its hospitals. Learn how to build the planning model and sell it to senior management.

Jennifer Coleman
SVP of Consumer Affairs
Baylor Health System (Dallas, TX)
Arthur Sturm
President & CEO
SRK

Transforming Data into Decisions

(3:45-5:00pm)

Raw data alone is not enough to make decisions; it must be analyzed, interpreted, and transformed into actionable information. Learn how to get from “data” to “information” that can be used to develop strategic business plans that identify future opportunities, enhance profitability, facilitate operational excellence, improve patient satisfaction, and generate a higher ROI.

Scott Johnson
Regional Marketing Director
Community Health Systems (Franklin, TN)
LeeAnne Denney
CEO
Health InfoTechnics

Friday, February 6, 2009

The Brand Called YOU!

(9:30-10:45am)

In this brand-conscious world, each of us distinctly develops our own brand, comprised of values, opinions, experience, education - even the clothes we wear and the companies we represent. Examine how to apply the elements of branding to achieve your career goals. Learn how to use branding as a competitive advantage and ultimately leverage your brand for success.

Geoff Kaufmann
Chief Executive Officer
North Central Region - American Red Cross
Janet Guptill
Executive Search Consultant
Witt/Kieffer

Renewing Viability through Value Identification

(11:00am -12:15pm)

Hear about the two year journey that San Juan Regional Medical Center took to identify its values. Focus groups, lessons from the Disney Business Institute, and a commitment to defining the organization’s culture all led to outstanding results.

Catherine Zaharko
Vice President, Marketing
San Juan Regional Medical Center (Farmington, NM)