Master Class Events

How to Build a Successful Conversion-Focused Content Strategy and Architecture

Unlocking the Power of Digital Healthcare Marketing to Generate Conversion

On February 7, 2023, Brockton Hospital evacuated 162 patients when an electrical fire broke out. The fire knocked out all power, drove smoke into patient floors and affected critical utilities and communication systems. Reopening would take over a year – dramatically impacting 460,000 area residents and 2,700 potentially displaced hospital employees. Join this master class on crisis communication management. Learn about the immediate communication challenges and the year-long effort to communicate with and care for local residents and Signature employees while the team worked to reopen the hospital.

The Patient Privacy landscape is still shifting. This is a 2024 edition of the 5-Star 2023 session. This master class will cover all of the changes that have happened in the last year with HIPAA, FTC and state laws - both for marketing analytics and tactics such as paid media and email.  Attend this session to understand what’s happening in healthcare marketing compliance. And no legal jargon! What can you track, what can’t you track, and why! Hear examples, best practices and ways for even non-tech savvy marketers to see if their organization is handling patient data safely. Walk away with actionable changes and confidence about what your marketing team can and can't do in 2024.

Digital Innovation Through Composable Tech & Partnerships

Harmonizing Complexity: Michigan Medicine's Digital Transformation Journey

This tell-all session will demystify the landscape and help create strategies and tools to deliver a transparent cookie policy, HIPAA-compliant personalization, ethical AI and secure first-party data management. This session shares how Texas Oncology approached its own journey, mastering the balance between personalization and privacy. Then, roll up your sleeves to start documenting the guiding principles that will help guide your organization confidently forward.

Health systems are facing an unprecedented crisis of financial uncertainty compounded by the inability to manage the influx of patients needing provider appointments and inpatient care.  Scheduling alone has become a challenge where valuable appointments are sometimes filled with inappropriately triaged patients, creating a backlog for high acuity patients in need. Finding the right tools to improve patient access and physician referrals while reducing operational costs is imperative for patient care and a healthy financial future.

Thought about podcasting? Then this is the Master Class event for you! Discover the transformative power of podcasts in both video and audio formats to elevate your brand's visibility and foster deeper engagement within your community or patient base. This dynamic session offers invaluable strategies and actionable tips to harness podcasts as a powerful marketing, branding and relationship tool. Learn everything you need to know from inception to recording to distribution to promotion. Gain firsthand insights from the successful podcast journey of Children's Health Dallas. Don't miss this opportunity to enhance your marketing efforts and connect more effectively with your audience through the power of audio and video podcasts.  

In this session, discover how consumer expectations and generative AI are transforming how people look healthcare. Hear insights on what's been learned over the last two years of changes in search optimization  and user experience design. Learn about data challenges and how to build a digital presence that drives patient engagement in an era where technology changes are constant.