2017 HCIC Logo

October 23-25, 2017
Austin, TX

The JW Marriott Austin

Full Agenda

Monday, October 23, 2017
7:00 AM - 5:30 PM

07:00 AM - 05:30 PM

Registration Opens!

9:00 AM - Noon

09:00 AM - 11:00 AM

Pre-Conference Workshop - Migration Woes? Using Content Auditing and CMS Planning to Create Consistent, Coherent Content

Kami Bathon, Ben Brasso, Ahava Leibtag

09:00 AM - 12:00 PM

Pre-Conference Workshop: What’s in an App? The DIY Project Roadmap from Idea to Successful Launch

Vicki Rhomberg Sue Altman-Riffel Joseph Gledhill

09:00 AM - 12:00 PM

PENDING - Pre-Con Workshop: Design

PENDING - Pre-Con Workshop: Design

09:00 AM - 12:00 PM

PENDING - Pre-Con Workshop: Emerging Social Media

PENDING - Pre-Con Workshop: Emerging Social Media

1:00 PM - 2:00 PM
Digital Strategic Planning Consumer Engagement Technology & Tools Digital Marketing & Advertising Multi-Channel Marketing CRM & Analytics Design & Usability On The Horizon:
Digital 2020

01:00 PM - 02:00 PM

Step-by-Step: How to Build Your Campaign and Lead Management Ladder to Success

Charmaine Weis, Matt King

01:00 PM - 02:00 PM

Mapping the Ideal Patient Experience in the Digital Age

Amanda Hobbs, Kimberly Morgan

01:00 PM - 02:00 PM

Using Emerging Technologies to Grow Physician Referrals

Ara Telbelian, Dan Cobb

01:00 PM - 02:00 PM

How RankBrain is Affecting Online Search

Kelly Cunha, Chris Behan

01:00 PM - 04:00 PM

Digital Marketing on a Budget: Content Drives Conversion and Cost Per Lead Across Channels

Joan Kantor, Kris Altiere

01:00 PM - 02:00 PM

Is Your Marketing Strategy Working? The Proof is in the Revenue. How to Track, Measure and Optimize with CRM and Analytics

Laura Laye, Sharlene Boodram

01:00 PM - 02:00 PM

Do You Care About Consumers Finding Care on Your Website?

Stephanie Phillips, Jackie Martin

01:00 PM - 02:00 PM

TBD

TBD

2:00 PM - 2:15 PM

02:00 PM - 02:15 PM

Intra-Session Break in the Foyer

Sponsored by Doximity.

2:15 PM - 3:15 PM
Digital Strategic Planning Consumer Engagement Technology & Tools Digital Marketing & Advertising Multi-Channel Marketing CRM & Analytics Design & Usability On The Horizon:
Digital 2020

02:15 PM - 03:15 PM

P&G to St. E: Applying Consumer Products Brand Strategy Techniques to Invigorate a Health System’s Marketing Strategy

Matt Hollenkamp, Kirsten Lecky

02:15 PM - 03:15 PM

The Journey to Transform into a Consumer-Focused Organization: One Example

Paul Szablowski

02:15 PM - 03:15 PM

Maintaining and Defending Your Health Brand Online

Christy Belden, Carrie Liken

02:15 PM - 03:15 PM

How to Grow Your Brand – and Bottom Line – with Marketing Automation

Sam Mallikarjunan, Eric Silberman

02:15 PM - 03:15 PM

How a Desktop Organization Meets an Audience That is Almost Entirely Mobile

Kelly Lentini, Neal Linkon

02:15 PM - 03:15 PM

How to Define CRM Requirements: Demystifying the Path to Digital Marketing

Lisa Williams, Rich Phillips

02:15 PM - 03:15 PM

Using a Patient-Centered Approach for System-wide Website Redesign

Jerry Griffin, Matt Hummel

02:15 PM - 03:15 PM

Taking the Next Steps in Your Transparency Journey

Rob Birgfeld, AVP, Andrew Ibbotson

3:15 PM - 3:30 PM

03:15 PM - 03:30 PM

Intra-Session Break in the Foyer

Sponsored by Doximity

3:30 PM - 3:45 PM

03:30 PM - 03:45 PM

Opening and Welcome Remarks

Join us for the opening of 2017 HCIC and welcoming remarks.

3:45 PM - 4:00 PM

03:45 PM - 04:00 PM

2017 John A. Eudes Vision & Excellence Award Presentation

4:00 PM - 5:15 PM

04:00 PM - 05:15 PM

General Session - Re-Imagining Marketing: The Journey toward Omni Channel Marketing and Beyond

Paul Matsen, Chief Marketing and Communications Officer and Brian Gresh, Executive Director, Digital & Content Marketing, The Cleveland Clinic

5:15 PM - 6:45 PM

05:15 PM - 06:45 PM

Opening Night Reception

in the Exhibit Hall

Tuesday, October 24, 2017
7:00 AM - 5:30 PM

07:00 AM - 05:30 PM

Registration Open

7:00AM - 7:30 AM

07:00 AM - 07:30 AM

Tuesday Morning Breakfast sponsored by Scorpion Healthcare

7:30 AM - 8:00 AM

07:30 AM - 08:00 AM

Day 2 Welcome & the Induction of the 2017 Class of the Healthcare Internet Hall of Fame

8:00 AM - 9:15 AM

08:00 AM - 09:15 AM

General Session - Repair Kit: The Truth About How to Fix Your Broken Content Marketing

Jay Baer, President, Convince & Convert and New York Times Best Selling Author

9:15 AM - 10:15 AM

09:15 AM - 10:15 AM

Tuesday Morning Break in the Exhibit Hall

sponsored by Reputation.com

10:15 AM - 11:15 AM
Digital Strategic Planning Consumer Engagement Technology & Tools Digital Marketing & Advertising Multi-Channel Marketing CRM & Analytics Design & Usability On The Horizon:
Digital 2020

08:00 AM - 09:15 AM

Digital Redevelopment: Overcoming Challenges to Improve Patient Experience

Dustin Horn, Derek Mabie

10:15 AM - 11:15 AM

Stay Focused on Users’ Needs with Effective Content Governance

David Groth, Ben Dillon

10:15 AM - 11:15 AM

How DAM Helps Baptist Health Manage CMS Assets, Streamline Creative Production and Keep the Team on Brand

Katie Jimenez, David Porter

10:15 AM - 11:15 AM

Lessons from Retail: Applying Multi-Channel Consumer Strategies to Your Marketing

Brett Lauter, Ryan Woolley

10:15 AM - 11:15 AM

Creative and Useful Strategies You Can Deploy Today to Grow Your Audience

Donna Arbogast, Christoph Trappe

10:15 AM - 11:15 AM

When Meaningful Use and CRM Meet, It’s Magic

Hollee LeBlanc, Jaci Haack

10:15 AM - 11:15 AM

Developing an Online Consumer Feedback Community to Support Digital Strategy and Decision Making

Kate Ruggiero, Elizabeth Clegg

10:15 AM - 11:15 AM

Beyond HCAHPs: Leveraging Online Reviews to Transform the Patient Experience

Roberto Prieto, Emily Pamukov

11:15 AM - 11:30 AM

11:15 AM - 11:30 AM

Intra-Session Coffee Break in the Foyer

Sponsored by Doximity.

11:30 AM - 12:30 PM
Digital Strategic Planning Consumer Engagement Technology & Tools Digital Marketing & Advertising Multi-Channel Marketing CRM & Analytics Design & Usability On The Horizon:
Digital 2020

11:30 AM - 12:30 PM

The Evolution of Consumer Content Marketing in Healthcare: A Panel Discussion

Sara Saldoff, Cynthia Floyd Manley, Cate Czarnecki, Jeff Ficker

11:30 AM - 12:30 PM

The Role of Healthcare Marketer in the Changing Healthcare Landscape

Nina Walsh, Leighann Dreyer, Rachelle Montaño

11:30 AM - 12:30 PM

Better, Stronger, Faster: Rebuilding Experience Survey Strategy to Actually Meet Consumer Needs

Matt Gove, Steph Kaminskas

11:30 AM - 12:30 PM

Strategies for Attracting and Retaining Patients Online

Shweta Ponnappa, Sailu Challapalli, MEng, MBA

11:30 AM - 12:30 PM

The Doctor Will (Read) It Now

Erika Smith, Peter Alperin, MD

11:30 AM - 12:30 PM

Chatbots and CRMs for Healthcare: What, How and Why

Melissa House, Donna Siegfried

11:30 AM - 12:30 PM

Design for Measurable Success: How Usability Testing and Data Informed the Cleveland Clinic Website Redesign

Scott Mowery, Allison Manley

11:30 AM - 12:30 PM

How to Stay One Step Ahead in the Fast & Furious Race for Digital Marketing Innovation

Mary Deming, Kaela Carey

12:30 PM - 1:45 PM

12:30 PM - 01:45 PM

Luncheon and Networking Roundtables

Choose from over 40 topics of interest!

1:45 PM - 2:45 PM
Digital Strategic Planning Consumer Engagement Technology & Tools Digital Marketing & Advertising Multi-Channel Marketing CRM & Analytics Design & Usability On The Horizon:
Digital 2020

01:45 PM - 02:45 PM

Proving Marketing’s Worth to the CEO: Building KPIs

Daniel Lavelle, Christopher Girardi

01:45 PM - 02:45 PM

Reviews to Revenue: Transforming Patients into Brand Advocates

Ed Rafalski, Shrey Bhatia

01:45 PM - 02:45 PM

Finding Your Way to Satisfaction: Mobile Wayfinding

Betsy Brandes, Jules White

01:45 PM - 02:45 PM

Our Strategic Journey to a Leading Healthcare Website

John Odom, Glen Doss

01:45 PM - 02:45 PM

Laying the Groundwork to Build a Successful Digital Strategy

Anaye Milligan, Chris Kimbrell

01:45 PM - 02:45 PM

Playing the Match Game: How to Successfully Select a CRM/PRM Vendor Partner

Selima Khan, Carla Bryant, Mike Schneider

01:44 PM - 02:44 PM

Boost Your Bottom Line with an Accessible Website

Andy Gradel, Keith Bundy

01:45 PM - 02:45 PM

Engaging Employees to Boost Operational Performance: The Nexus Between Patient and Employee Engagement

Sandi Riffle, Jeff Corbin

2:45 PM - 3:30 PM

02:45 PM - 03:30 PM

Tuesday Afternoon Break in the Exhibit Hall

sponsored by Reputation.com

3:30 PM - 4:30 PM
Digital Strategic Planning Consumer Engagement Technology & Tools Digital Marketing & Advertising Multi-Channel Marketing CRM & Analytics Design & Usability On The Horizon:
Digital 2020

03:30 PM - 04:30 PM

Open Your Digital Front Door

Moira Green, Jon Schepke

03:30 PM - 04:30 PM

Making Quality and Safety Data Meaningful to Healthcare Consumers

Vaughn Taylor, Shawn Gross

03:30 PM - 04:30 PM

Text Message from Dr. Brown: Stella, How Are You? What’s Your Blood Pressure Today?

Aimee Quirk, Phil Marshall, MD, Brian Whitman

03:30 PM - 04:30 PM

Tenet, Eruptr and Google: Strategy and Delivery of Patient Acquisition PPC Campaigns

Marian Dezelan, J.K. Lloyd, Sheldon Bernstein

03:30 PM - 04:30 PM

How to Successfully Launch a Huge Digital Campaign in a Ridiculously Short Amount of Time

John Lally, Rosie Walker

03:30 PM - 04:30 PM

Using Time Series Modeling to Assess Media Performance

Erin McGlynn, Eric Perz

03:30 PM - 04:30 PM

How to Have a Unique Design and Usability Too

Shelley Marshall, Michelle Abt, Evan Keller

03:30 PM - 04:30 PM

Increasing Customer Lifetime Value with Digital Patient Feedback

Melissa Gall

4:30 PM - 5:30 PM

04:30 PM - 05:30 PM

General Session - Footprints in the Digital Dust: How Algorithms Discover Your Secrets & Predict Your Future

Jennifer Golbeck, Ph.D., Director of the Human-Computer Interaction Lab, University of Maryland

5:30 PM - 7:00 PM

05:30 PM - 07:00 PM

Tuesday Evening Reception

in the Exhibit Hall

Wednesday, October 25, 2017
7:00 AM - 2:00 PM

07:00 AM - 02:00 PM

Registration Open

7:00AM - 7:30 AM

07:00 AM - 07:30 AM

Wednesday Morning Breakfast sponsored by Bluespire Marketing

7:30 AM - 8:10 AM

07:30 AM - 08:10 AM

2017 eHealthcare Leadership Awards Presentation

Jane Weber Brubaker, Mark Gothberg, Mike Nolte

8:15 AM - 9:30 AM

08:15 AM - 09:30 AM

PENDING - General Session - TBD

General Session TBD

9:30 AM - 10:15 AM

09:30 AM - 10:15 AM

Wednesday Morning Final Break in the Exhibit Hall

sponsored by Reputation.com

10:15 AM - 11:15 AM
Digital Strategic Planning Consumer Engagement Technology & Tools Digital Marketing & Advertising Multi-Channel Marketing CRM & Analytics Design & Usability On The Horizon:
Digital 2020

10:15 AM - 11:15 AM

Creating a Crisis-Ready Digital Game Plan

Jessica Swink

10:15 AM - 11:15 AM

Conversational Content: Creating and Testing Health Literate Content That Serves Your Brand and Patients

Scot Singpiel, Alana Schroeder

10:15 AM - 11:15 AM

Bridging the Gap from Diagnosis to Discharge to Control Cost and Outcomes

Todd Smith, MD, Betsy Weaver, Ed.D.

10:15 AM - 11:15 AM

Take Your Brand National Using Targeted Digital Marketing: A Step-by-Step Guide to Building a Content-Driven Campaign

Vicki Amalfitano, Scott Rabschnuk

10:15 AM - 11:15 AM

A Spoonful of Innovation Makes the Medicine Go Down

Stacy Kendall, Michael Thomas

10:15 AM - 11:15 AM

Multi-Channel Attribution: A Case Study on Combining Marketing Analytics and CRM to Drive Higher ROI

Jon Thompson, Christopher Riegger

10:15 AM - 11:15 AM

Life After Relaunch: Renewing Your Strategy for Digital Customer Engagement

Vicki Whichard, Dave Wieneke

10:15 AM - 11:15 AM

CRM 2020: What You Need to Know and Do Now to Be Ready for the Next Decade

​ Brian O’Connor, Christopher Catallo, Michael Sengbusch, Laura Lee Jones, Jody Spusta, Karen Corrigan

11:15 AM - 11:30 AM

11:15 AM - 11:30 AM

Intra-Session Break in the Foyer

Sponsored by Doximity

11:30 AM - 12:30 PM
Digital Strategic Planning Consumer Engagement Technology & Tools Digital Marketing & Advertising Multi-Channel Marketing CRM & Analytics Design & Usability On The Horizon:
Digital 2020

11:30 AM - 12:30 PM

MarTech 101: Evolving Digital Beyond a Bolt-On Strategy

Jared Johnson

11:30 AM - 12:30 PM

How to Raise Digital Dollars: Scripps Health and the Future of Hospital Foundation Fundraising

Don Stanziano, John Simpson

11:30 AM - 12:30 PM

The Real Value of Adding Physician Practices: Get It Right the First Time

Keyonda Noel, Keir Bradshaw

11:30 AM - 12:30 PM

Paid Search Horror Stories: Learning from True Tales of Revolting Results

Donna Lagow

11:30 AM - 12:30 PM

Using Social Command Centers and Digital Newsrooms to Drive Content Strategy

Jennifer Balanky, Pam Hardy

11:30 AM - 12:30 PM

Right Patients, Right Place, Right Time: Leveraging CRM Across the Continuum of Care

Kasey Duffy, Blake Long

11:30 AM - 12:30 PM

Go Ahead, Light the Fuse and Step Back. Building a New Person-Centered Web Experience from the Ground Up

Marnie Gloor, Julie Lindsay

11:30 AM - 12:30 PM

CRM 2020: What You Need to Know and Do Now to Be Ready for the Next Decade

Brian O’Connor, Christopher Catallo, Michael Sengbusch, Laura Lee Jones, Jody Spusta, Karen Corrigan

12:30 PM - 1:45 PM

12:30 PM - 01:45 PM

General Session - 2020: The Decade of Hindsight and What You Need to Know to Thrive

Larry Bailin, Best-Selling Author, Award-Winning CEO and Digital Marketing Pioneer

2:00 PM

01:45 PM - 01:46 PM

Conference Adjourns!

See you next year in Scottsdale, Arizona!