Sponsored by Finelight, Inc.

Wednesday, February 4, 2009

Building, Sustaining, and Crisis-Proofing Your Organization’s Reputation and Market Share

(1:00-2:15pm)

The best-laid marketing plans can be non-starters if the sales messages aren’t supported by a strong institutional reputation. And even the best-laid reputation management programs can be permanently derailed if an institutional crisis isn’t carefully and delicately managed.

Examine:

• The proactive side - linking marketing, public relations, sales, planning, and customer relations to create a reputation building program that solidifies the organization’s brand positioning and clearly differentiates it from the competition
• The reactive side - managing internal crises (from lawsuits to attacks from activist groups, medical errors to angry physicians) and being prepared to respond when the crisis is external

You’ll leave this session with a template for working collaboratively during a crisis to ensure a consistency of message content to deliver to all audiences, internal and external.

Kathleen L. Lewton, APR, Fellow PRSA
Principal
Steven V. Seekins, APR, Fellow PRSA
Principal
Kenneth G. Trester, APR, Fellow PRSA
Principal
Lewton, Seekins & Trester

Thursday, February 5, 2009

Healthcare Quality: Meeting the Marketing Challenge

(9:45-11:00am)

Many states are requiring hospitals to post quality, pricing, or patient satisfaction data online, and for some consumers, that information is already a key factor in how they make their healthcare decisions. As this information becomes more available, it is more important than ever for marketers to get involved in their hospital’s transparency efforts and manage the information consumers want and how it is presented to them. Attend this interactive session and:

• Examine research on how consumers are and are not using quality information
• Examine online strategies for communicating quality, as well as the effectiveness of online vs. traditional communication
• Learn how to get physicians and other front-line staff “on board”

Marty Campanello
Vice President of Marketing & Public Relations
Carolinas HealthCare System (Charlotte, NC)
Daniel Fell
Executive Vice President
Neathawk Dubuque & Packett

Secrets of Transparency in the Information Age

(2:00-3:15pm)

As consumers, government, and watchdog groups push for transparency, healthcare organizations are increasingly reporting data on quality, patient satisfaction, charges, financial interests in new technology, and community benefit. Join your colleagues in an examination of what information to report - and how best to report it - to influence consumer behavior. Explore business opportunities and risks related to transparency.

Jim Blazar
President
Cleveland Clinic Canada

Talking About My Generation

(3:45-5:00pm)

Today, marketing strategies must reach multiple generations. Hear how Henry Ford Health System is implementing a marketing communications strategy to leverage health content and design, and discover strategies to communicate primary care benefits.

Anu Reddy
Senior Market Analyst
Henry Ford Health System (Detroit, MI)
Felicia Bloom
Women’s Health Solutions Director
StayWell Custom Communications, Inc.

Friday, February 6, 2009

Think CRM Systems Are Just for the “Big Guys”?

(9:30-10:45am)

Are you in a small market or faced with shrinking budgets? Understand how to implement CRM initiatives without having a fully integrated database. Gain insights regarding how marketing to the interested will deliver a better ROI. Understand analytics that will quantify the effectiveness of all communications.

Evonne Walls
Account Manager
Samaritan Health Services (Corvallis, OR)
Dwight Orr
President
Creative Marketing Programs

Extreme Service at Key Contact Points

(11:00am -12:15pm)

Call centers and Websites provide a singular opportunity to establish and maintain memorable, positive patient experiences and drive loyalty. Hear how to build Extreme Service into your contact center by establishing performance standards, implementing enterprise-wide customer service training, and hard-wiring systems for identifying and responding to service roadblocks.

René Bunting
Vice President, Marketing
AtlantiCare (Atlantic City , NJ)
Rick Stier
Vice President
HealthLine Systems, Inc.