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Thursday, February 5, 2009

Marketing Patient Safety and Healthy Hospitals

(9:45-11:00am)

It’s time to recognize the Green Movement in healthcare (healthy hospitals) as a patient safety and employee health initiative, and to leverage it within your marketing efforts. Examine the connection between patient safety, workplace safety, and environmental stewardship. Learn how to leverage this broad base of support both within the organization and beyond.

Mark Shelley
Director of Marketing & Advertising
Lexington Medical Center (West Columbia, SC)
Dan Dunlop
President & CEO
Jennings Healthcare Marketing

Improving Customer Responsiveness: Real-time Measurement + Real-time Response

(11:15am -12:30pm)

How can a healthcare organization be more responsive to patients without relying on the results of patient satisfaction surveys? Memorial Hermann installed its own customer experience dashboards to get feedback DURING the patient experience. Actionable information is obtained faster, leading to higher “responsiveness” scores.

Scott Smith
Chief Operating Officer, Outpatient Imaging
Memorial Hermann HealthCare System (Houston, TX)

Service as a Differentiator

(2:00-3:15pm)

Looking to build a destination program? By capturing and translating meaningful patient experiences into service improvement and authentic communications, healthcare organizations can create advocates out of patients. Examine how the University of Michigan Health System Skin Cancer Program used experiential insights to guide their successful destination marketing program.

Jim Macksood
Associate Director, Brand Strategy and Communication
University of Michigan Health System (Ann Arbor, MI)
John McKeever
Senior Vice President
Gelb Consulting Group, Inc.

Reaching Healthcare’s Key Decision Makers: Baby Boomer Women

(3:45-5:00pm)

Hear the results of national research that explores how Boomer women view themselves, what they value in healthcare providers, how they select providers, and how they view healthcare advertising. Examine how to apply this information in your marketing efforts and develop effective communication tools.

Rudy Miller
VP Planning and Marketing
LifeBridge Health System (Baltimore, MD)
Tamalyn Powell
SVP - Healthcare Division
BVK

Friday, February 6, 2009

The New Rules of Engagement: Creating Customers for Life

(9:30-10:45am)

Examine how to encourage and enable consumer generated content to add value to your healthcare community. Learn why, and how, to partner with local broadcasters. The key . . . to engage today’s consumer in a wellness community and online social network.

Andrea Eliscu
President
Medical Marketing, Inc.
Marc Middleton
President
Growing Bolder Media Group

Fundraising: Driving Online Interaction and Giving

(11:00am -12:15pm)

Is online fundraising an oxymoron in healthcare? Examine effective methods for integrating marketing channels to promote online giving support for your organization. Learn how to increase communication with current supporters while engaging new supporters as well.

Stephanie Cannon
Director, Web Communication & eBusiness
Nationwide Children’s Hospital (Columbus, OH)
Elaine Pierce
Director, Development Communications
Nationwide Children’s Hospital Foundation
(Columbus, OH)