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Tuesday, November 02, 2021

8:30AM - 11:00AM

Pre Conference Workshop: The 3 Secrets of Measuring the Voice of the Digital Customer: Prioritize | Design & Test | Monitor

Pre-Conference Workshops - Sponsor: LiveWorld
Mont Royal 1
  • Rob
  • Mike

How can you produce the ideal digital footprint for your patients and customers if you don’t prioritize their feedback in the process? Delighting patients and customers and enhancing their experiences with your brand requires continuously asking and answering this cycle of three questions:

Prioritize:  Where should we focus our limited resources for the biggest impact?

Design & Test: How are our patients and customers reacting to changes we are making?

Monitor: Did our efforts improve the patient and customer experience? 

Too often, one of the most important elements in creating an outstanding digital experience – user feedback - is overlooked or under-valued. In this workshop, learn how to listen to the voice of the digital customer (literally!) and understand how user testing and other tools can illuminate usability issues and friction points that are getting in the way of an exceptional experience. Learn how to design and test assumptions and measure the effectiveness of (re)design efforts in real-time. Leave the workshop with hands-on examples of how to improve your website through user feedback. For anyone who maintains a digital presence, this workshop is a must! 

  • Rob Klein, CEO, Klein & Partners
  • Mike Schneider, Executive Vice President and Co-Founder, Greystone.Net
TAGS:
pre conference workshop
Tuesday, November 02, 2021 8:30AM - 11:00AM Save to Calendar

8:30AM - 11:00AM

Pre Conference Workshop: There's an App for That: How to Take Charge of Mobile Patient Engagement

Pre-Conference Workshops - Sponsor: LiveWorld
Mont Royal 2
  • Chip
  • Taylor
  • Kevin
  • Christopher

Are you considering the development of a mobile app? Or looking to advance your mobile engagement strategy? If so, this workshop is for you! It focuses on research, case studies, and exercises (from inside and outside of healthcare) geared to helping you make the right decision on how to build a mobile strategy for your organization. This session includes an overview of current mobile app strategies both inside and outside of healthcare and the inaugural release of new research focused on mobile needs and usage when it comes to finding and receiving care. The workshop will also present the pros and cons of build vs. buy scenarios and share a case study of how Ballad Health built its own EHR-integrated mobile app, presenting the benefits and trade-offs. Participants can also work through an exercise to gauge their readiness to embark on a proprietary mobile app strategy, leaving the workshop with a potential set of next steps.

  • Chip Childress, AVP, Information Technology, Ballad Health
  • Taylor Hamilton, Senior Vice President & Chief Customer Officer, Ballad Health
  • Kevin McCroskey, Director, Digital Strategy & Development, Ballad Health
  • Christopher Riegger, Chief Operating Officer, Modea
TAGS:
pre conference workshop
Tuesday, November 02, 2021 8:30AM - 11:00AM Save to Calendar

8:30AM - 11:00AM

Pre Conference Workshop: Lessons Reinforced by a Pandemic: Reaching Diverse Audiences

Pre-Conference Workshops - Sponsor: LiveWorld
Nolita 1
  • Jacob
  • Chandra
  • Jenny Berryman

 “We’re all in this together.” A standard sentiment expressed during the COVID-19 pandemic, yet some populations aren’t getting that message. Did vaccine registrations highlight pockets of disenfranchised patients? Is your organization seeing diverse population growth? Or maybe virtual care has expanded your reach into new geographies and demographics – overnight? In this workshop, learn barriers and opportunities of engaging diverse healthcare audiences, with special audience focus:

  • English as a second language, immigrant populations
  • African American
  • Latino
  • Older adults
  • LGBTQ+

  • Jacob Sierocki MBA, Practice Solutions Project Manager and President of Pride Employee Resource Group, Henry Ford Health System
  • Chandra Craven, Senior Healthcare Strategist, Perficient
  • Jenny Berryman Horne, Director, Client Services, Perficient
TAGS:
pre conference workshop
Tuesday, November 02, 2021 8:30AM - 11:00AM Save to Calendar

8:30AM - 11:00AM

Pre-Conference Workshop: Meet the Moment with Heart, Head and Courage: Taking Care of Your Team and Taking Care of Your Career

Pre-Conference Workshops - Sponsor: LiveWorld
Nolita 2
  • Chris
  • Dalal

When personal purpose and company purpose connect, you can achieve great things on all fronts. Join veteran leaders in the field for lessons learned on career advancement and strategies to inspire, lead and take care of your team. The values of humility, empathy, emotional intelligence, courage and vulnerability will be discussed along with tools for advancing your careers. Learn how to stay positive, keep your word, meet your goals and venture outside your comfort zone as a leader while earning your team’s trust and engagement by giving your people a voice. If you are a leader, or aspire to be one, this is the workshop for you. 

  • Chris Gade, Vice President, Marketing & Engagement, Rush University System of Health
  • Dalal Haldeman, PhD, CEO , Haldeman Marketing
TAGS:
pre conference workshop
Tuesday, November 02, 2021 8:30AM - 11:00AM Save to Calendar

11:15AM - 12:30PM

Welcome Back to HCIC Meet and Greet

Mont Royal Commons

Please join us for lunch on Tuesday afternoon to celebrate being together again!

TAGS:
Meet & Greet
Tuesday, November 02, 2021 11:15AM - 12:30PM Save to Calendar

12:45PM - 1:00PM

Opening of HCIC 2021 and Welcome to the 25th Anniversary of HCIC!

Belmont 4,8

Join us for the opening of our first general session, with important announcements.

TAGS:
Social Event
Tuesday, November 02, 2021 12:45PM - 1:00PM Save to Calendar

1:00PM - 2:15PM

The Future of Care: The Blurring Speed of Digital Transformation

General Session
Belmont 4,8
  • Hank

Sponsored by: Merge

For a century, the healthcare industry drove health by caring for the ill. But the once-in-a-generation global pandemic has been a life-altering catalyst for change. Now, it’s time to establish new fundamentals and come together to care for people in both sickness and in health, and as hope rises, to harness that spark to create a digital healthcare future yet to be imagined. Instead of remaking the pre-pandemic world, in this inspiring keynote, hear how one health system is embracing the permanently altered differences with purposeful innovation and intentionally designed inspired experiences. This blurring speed of innovation requires new thinking, new assumptions and new cross-industry partners. Learn how Wellstar Health System is reshaping its digital future by engaging with the community and corporate partners like Delta, Home Depot, Georgia Pacific and others to positively impact sustainability, aging, health equity and much more. See how Wellstar Health System is embracing innovation and using digital healthcare to create a common humanity, shared by clinicians and consumers while re-imagining wholly integrated life-health care models. Understand why thinking globally and acting locally is needed to deliver world-class healthcare to every person, every time. You don’t want to miss this provocative session on the future of care.

  • Hank Capps Jr., MD, FAAFP, Executive Vice President and Chief Information & Digital Officer, Wellstar Health System
TAGS:
General Session
Tuesday, November 02, 2021 1:00PM - 2:15PM Save to Calendar

2:15PM - 2:30PM

Intra-Session Break in the Foyer - Sponsored By: Aha Media

Mont Royal Commons

Sponsored by: Aha Media

TAGS:
Tuesday, November 02, 2021 2:15PM - 2:30PM Save to Calendar

2:30PM - 3:30PM

Digital Evolution in a Merger: Relaunching Prisma Health

Digital Strategic Planning - Sponsor: Coffey Communications
Mont Royal 1
  • Kimberly
  • Richard

Two health systems, three intranets and dozens of web properties. After Greenville Health and Palmetto Health merged to become the largest private, nonprofit system in South Carolina, their team had a very big task ahead — form a cohesive digital experience for internal and external audiences under the new brand. This conversational case study details the strategy, process, and role of stakeholders during this complex project, and gives a look at how to plan for a large-scale redesign, whether you're engaged in a merger or rebrand.

  • Kimberly Gibson, Vice President, Client Services, Reason One
  • Richard Baldwin, Manager, Digital Engagement Services, Prisma Health
TAGS:
Digital Strategic Planning
Tuesday, November 02, 2021 2:30PM - 3:30PM Save to Calendar

2:30PM - 3:30PM

Silo to System: Rush’s Journey to an Integrated System and Digital Experience

Consumer Engagement - Sponsor: Mercury Healthcare (formerly Healthgrades)
Nolita 1
  • Mark
  • Carrie
  • Glen

How do you merge three standalone hospital websites into one comprehensive system site — during a pandemic? In 2020, Rush University System for Health did just that. This session showcases an integrated content strategy that puts consumer choice first. Seamless access to a full range of in-person and virtual care options is key to delivering an online experience that brings the Rush brand to life. Hear how, since launch, the site has seen significant increases in traffic and engagement. 

  • Mark Donahue, Manager, Digital Marketing, Rush University System for Health
  • Carrie Lord, eHealth Manager, Rush University System for Health
  • Glen Doss, Vice President, Strategy and Business Development, Centretek
TAGS:
Consumer Engagement
Tuesday, November 02, 2021 2:30PM - 3:30PM Save to Calendar

2:30PM - 3:30PM

Next Generation Marketing Analytics

Tools, Technology and Analytics - Sponsor: Modea
Mont Royal 2
  • Jennifer
  • Mike

The healthcare landscape is complicated and marketing healthcare services to consumers and communicating to physicians can be even more complicated given the ever-changing environment. That’s why Tampa General Hospital (TGH) embraced cross-platform marketing intelligence to create a system of insight across all marketing and public relations efforts. The goal: regain ownership of their data, increase their speed-to-insight and optimize marketing activities by lines of service to drive conversions, physician referrals and appointments scheduled. Join this session as the TGH team walks through how to take ownership of your data and transform your approach to marketing and data analytics.

  • Jennifer Crabtree, Director, Marketing & Consumerism, Tampa General Hospital
  • Mike McMaster, Regional Vice President, Healthcare and Life Sciences, Salesforce
TAGS:
Tools Technology and Analytics
Tuesday, November 02, 2021 2:30PM - 3:30PM Save to Calendar

2:30PM - 3:30PM

Closing the Loop on your SEM Investment

Digital Marketing and Advertising - Sponsor: Reason One
Nolita 3
  • Melissa
  • Teri
  • Jeff

While most healthcare organizations invest in SEM, not all do so effectively and with a clear eye toward determining its ROI. Hear how New York Proton Center developed a thoughtful strategy for paid search and social, effectively managed campaigns to attract the right prospective patients and accurately mapped its SEM investment directly to revenue, with a 1.62 return on investment.


  • Melissa Weisstuch, Marketing & Communications Manager, New York Proton Center
  • Teri Sun, Chief Strategy Officer, White Rhino
  • Jeff Steblea, Director of Business Development, Eruptr
TAGS:
Digital Marketing & Advertising
Tuesday, November 02, 2021 2:30PM - 3:30PM Save to Calendar

2:30PM - 3:30PM

Going Viral: How A Local Pediatrician Became the Biggest Voice During COVID

Social Media, Mobile and Personalization - Sponsor: Hero Digital
Yaletown 3
  • Dyan
  • Annie

In April 2020, a clip from John Oliver's Last Week Tonight discussing how breast milk was not a suitable COVID-19 treatment went viral. In this session, learn how to go viral and why physician practitioners should focus on growing their practice and brand identity by including TV into their marketing strategy. Emerge with insights on how to pitch to networks and get a response, and five tips for getting on TV.

  • Dyan Hes, MD, Founder, Gramercy Pediatrics
  • Annie Scranton, President & Founder, Pace Public Relations
TAGS:
Social Media Mobile and Personalization
Tuesday, November 02, 2021 2:30PM - 3:30PM Save to Calendar

2:30PM - 3:30PM

Archetypes: Building a Brand That Connects

Content Strategy - Sponsor: Kyruus
Nolita 2
  • Billy
  • Aimee

Have you ever wondered why you feel an instant bond to a particular brand? It’s likely due to a deep psychological connection with archetypes. Discover how leading brands, like Augusta Health, develop lasting ties with their audience by tapping into core human personalities intrinsic to human nature. Through interactive exercises, discover a new way of marketing your health system and learn to use healthcare consumerism to deepen connections with patients and create a purpose-driven brand.

  • Billy Coffey, Director of Brand, Augusta Health
  • Aimee Rose, Chief Communications Officer, Augusta Health
TAGS:
Content Strategy
Tuesday, November 02, 2021 2:30PM - 3:30PM Save to Calendar

2:30PM - 3:30PM

Conversational Interfaces are Transforming Healthcare’s Digital Front Door

Digital Transformation - Sponsor: Centretek / SPM Group
Yaletown 2
  • Ryan
  • Brian

If only your website could talk to your visitors. Virtua Health set a goal to transform the digital touchpoints across the customer journey. By leveraging an AI chatbot and live chat platform, Virtua gives customers immediate answers to questions while providing vital support to the Access Center. Understand how engaging directly with customers helps Virtua better understand their needs and talk with them in more personalized ways.

  • Ryan Younger, Vice President of Marketing, Virtua Health
  • Brian Gresh, President, Loyal
TAGS:
Digital Transformation
Tuesday, November 02, 2021 2:30PM - 3:30PM Save to Calendar

2:30PM - 2:55PM

Building Interactive Landing Pages that Get a Response in a Demanding World

HCIC Sprints - Sponsor: Podium
Yaletown 1
  • Larry
  • Zarina

Landing pages represent the final step before a patient chooses to begin or continue a relationship with your hospital. Getting them right is crucial. But how do you do that in an increasingly cluttered world? This session shares lessons learned by an academic medical center - competing in a city filled with academic medical centers - on how to use interactivity to boost engagement and responses around a critical part of a user's experience.

  • Larry Blumenthal, Director of Digital Strategy, Einstein Healthcare Network
  • Zarina Stanik, Director of Events, Ceros
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HCIC Sprints
Tuesday, November 02, 2021 2:30PM - 2:55PM Save to Calendar

3:00PM - 3:25PM

Rising to the Top of Google Search Results

HCIC Sprints - Sponsor: Podium
Yaletown 1
  • Daniel
  • Sam

Being at the top of Google search results is tough, and important. Learn how healthcare marketing is evolving and tactics to help your hospital, practice and doctors rank better in Google “near me” searches and ways to stand out from the competition and acquire more new patients. 

  • Daniel Goldberg, Sr. Director of Marketing, Branding and Communications, HOPCo
  • Sam Gaynes, Vice President, Partnerships, RATER8 LLC
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HCIC Sprints
Tuesday, November 02, 2021 3:00PM - 3:25PM Save to Calendar

3:30PM - 3:45PM

Intra-Session Break in the Foyer - Sponsored By: Aha Media

Mont Royal Commons

Sponsored by: Aha Media

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Tuesday, November 02, 2021 3:30PM - 3:45PM Save to Calendar

3:45PM - 4:45PM

Managing the Conversation: Challenges of Aligning Facts and Responses Across Multiple Customer Touchpoints

Digital Strategic Planning - Sponsor: Coffey Communications
Mont Royal 1
  • Selima
  • John

Customers expect web browsing, chatbots, search, emails, applications, customer portals and call centers to all reflect the same underlying information, but this is hard to achieve. Silos throughout healthcare organizations and extremely complex datasets mean major effort is needed to get to a more consistent customer experience. In this session, two digital leaders discuss the challenges and opportunities to achieve consistent, digital-first experience for customers, and the real-world barriers that must be overcome.

  • Selima Khan, Vice President, Marketing & Corporate Communications, Memorial Healthcare System
  • John Berndt, CEO, The Berndt Group
TAGS:
Digital Strategic Planning
Tuesday, November 02, 2021 3:45PM - 4:45PM Save to Calendar

3:45PM - 4:45PM

TBD

Consumer Engagement - Sponsor: Mercury Healthcare (formerly Healthgrades)
Nolita 1


TAGS:
Consumer Engagement
Tuesday, November 02, 2021 3:45PM - 4:45PM Save to Calendar

3:45PM - 4:45PM

Beyond ROI: Use Your Marketing Data to Understand Patient Needs, Support Operational Growth and Inform Business Strategy

Tools, Technology and Analytics - Sponsor: Modea
Mont Royal 2
  • Alexandra
  • Amber

Analytics with operational impact isn’t just the purview of your company’s Business Intelligence team. Now more than ever, digital marketers are equipped with endless consumer data that illuminate ever-changing patient needs. Learn how the Ochsner Marketing and Communications department streamlined rivers of data to produce a reporting program focused on business insights and operations strategy, rather than a standard metrics report card – and captured the attention and demand of the C-suite in the process.


  • Alexandra Gaudin, Digital Content Supervisor, Ochsner Health
  • Amber Welch, AVP, Digital Content and Creative Media , Ochsner Health
TAGS:
Tools Technology and Analytics
Tuesday, November 02, 2021 3:45PM - 4:45PM Save to Calendar

3:45PM - 4:45PM

Thriving Post-Pandemic: Achieving 100x Returns on Your Marketing Investment

Digital Marketing and Advertising - Sponsor: Reason One
Nolita 3
  • Sharon Line
  • Jason

We all know that 2020 was one of the toughest years in the history of the healthcare industry. Hear the story of one healthcare system that not only survived the pandemic due, in part, to its marketing and operational innovation, but may have unlocked the key to thriving in 2021 and beyond: A transformative digital marketing approach that can deliver triple-digit returns. This never-been-told-before tale will be shared for the first time at this conference and should be a must-see for all in attendance.

  • Sharon Line Clary, Vice President of Strategic Marketing & Communications, AdventHealth
  • Jason Brown, CEO/Chief Strategy Officer, Brown Parker & DeMarinis Advertising
TAGS:
Digital Marketing & Advertising
Tuesday, November 02, 2021 3:45PM - 4:45PM Save to Calendar

3:45PM - 4:45PM

Position for Success: A Guided Approach to Content Personalization in Healthcare

Social Media, Mobile and Personalization - Sponsor: Hero Digital
Yaletown 3
  • Beth
  • Jessica

Understanding how to deliver customized experiences - in the right way - is the key difference between simple personalization and a healthcare personalization strategy. Learn how VCU Health employed an iterative and measured approach to plan, execute and measure personalization in a digital healthcare experience. This session shares examples of how VCU implemented a personalized approach, based on multi-persona users and an escalating strategy for strong results - one step at a time.  

  • Beth Cronin, Digital Marketing Strategist, VCU Health System
  • Jessica Beard, Vice President, Client Service Leader, MERGE
TAGS:
Social Media Mobile and Personalization
Tuesday, November 02, 2021 3:45PM - 4:45PM Save to Calendar

3:45PM - 4:45PM

The Forgotten Generation: Understanding the Role of Gen X in Healthcare

Content Strategy - Sponsor: Kyruus
Nolita 2
  • Alan
  • Dean

Updated for the dramatic events of the pandemic, inter-generational wars and more - this presentation confronts the glaring absence of emphasis on an increasingly important generation. Strategic conversations about the future of healthcare focus on the immediate impacts of Baby Boomers and the future desires of Millennials. Something important is missing: 65 million people living in this country who were born between 1965 and 1980. Often underestimated and ignored, Generation X represents a significant force in healthcare. Gen X is assuming leadership roles, aging into healthcare as patients, coordinating care for their parents and helping their own children navigate care. Learn more about what makes Gen X tick, how to engage them as employees and how to best target them for marketing and communication efforts with all-new behavioral data.

  • Alan Shoebridge, Director of Marketing and Communication, Salinas Valley Memorial Healthcare System
  • Dean Browell, Executive Vice President and Co-Founder, Feedback
TAGS:
Content Strategy
Tuesday, November 02, 2021 3:45PM - 4:45PM Save to Calendar

3:45PM - 4:45PM

Building Your Authority: The Pivot Point to Growth

Digital Transformation - Sponsor: Centretek / SPM Group
Yaletown 2
  • Moustafa
  • Bryan

Healthcare should be seen as a self-reinforcing authority cycle. Every positive customer interaction builds your authority. Every way you augment your customers' trust adds to the positive cycle you're creating. The greater your level of authority, the more consumers you can attract. The more consumers you attract, the more important your level of authority becomes. In this session, learn how to think about physical versus digital authority, what steps to take to bolster and translate your physical authority to the digital world and learn why E.A.T. (Expertise, Authority, Trust) matters, and more.

  • Moustafa Mourad, MD, FACS, Chief of Otolaryngology-Head & Neck Surgery, TJH Medisys Health Network; MouradNYC Facial Plastic and Reconstructive Surgery
  • Bryan Cush MS, Chief Executive Officer, Tidal Health Group
TAGS:
Digital Transformation
Tuesday, November 02, 2021 3:45PM - 4:45PM Save to Calendar

3:45PM - 4:10PM

How Baystate Health Created a Data Ecosystem to Increase Online Accessibility for Patients

HCIC Sprints - Sponsor: Podium
Yaletown 1
  • Damian

Baystate Health faced the challenge of compiling and maintaining the information needed to provide comprehensive messaging across the digital channels that patients use to find and connect with healthcare providers. In this session, hear how patient outreach was extended via an omnichannel strategy that syndicated up-to-date digital messaging to all the major local search portals, increasing Baystate’s search exposure by 116% year over year.

  • Damian Rollison, Vice President, Market Development & Strategic Partnerships, Brandify
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HCIC Sprints
Tuesday, November 02, 2021 3:45PM - 4:10PM Save to Calendar

4:15PM - 4:40PM

Clicking Buttons, Taking Names: Building Flexible Form Solutions for Changing Use Cases

HCIC Sprints - Sponsor: Podium
Yaletown 1
  • Nathanael
  • David

When it comes to online conversions, your digital infrastructure must be ready for anything. You are constantly thrown unpredictable use cases for increasingly sophisticated digital initiatives held together by complex MarTech stacks that need to support changing operational workflows. Learn how Avera Health invested in a flexible and compliant online form builder that supports dozens of campaigns and hundreds of monthly events while integrating with multiple systems.

  • Nathanael Anderson, Digital Specialist, Marketing, Avera Health
  • David Sturtz, Vice President, Marketing and Business Development, Geonetric
TAGS:
HCIC Sprints
Tuesday, November 02, 2021 4:15PM - 4:40PM Save to Calendar

4:45PM - 5:00PM

Intra-Session Break in the Foyer - Sponsored By: Aha Media

Mont Royal Commons

Sponsored by: Aha Media

TAGS:
Tuesday, November 02, 2021 4:45PM - 5:00PM Save to Calendar

5:00PM - 6:00PM

The Hybrid Theory: Fusing Physical and Digital Healthcare Experiences in a Non-Chaotic Way

Consumer Engagement - Sponsor: Mercury Healthcare (formerly Healthgrades)
Nolita 1
  • Chris
  • Ryan

Digital medicine has fully arrived, and healthcare consumers approve. Healthcare organizations face a new challenge: bridging digital and physical experiences seamlessly or risk losing patients. With the backdrop of an unprecedented national study of digital medicine, explore Allina Health's bold approach to reducing friction and confusion while increasing what patients want most: human connection. Filter innovation through the eyes of the healthcare consumer and hear a framework for a more human healthcare future.         

  • Chris DuFresne, Vice President, Experience and Marketing Operations, Allina Health
  • Ryan Donohue, Strategic Advisor, NRC Health
TAGS:
Consumer Engagement
Tuesday, November 02, 2021 5:00PM - 6:00PM Save to Calendar

5:00PM - 6:00PM

A Digital-First Approach to Care: How Banner Health Met and Sustained Increased Consumer Demand with Online Scheduling

Digital Strategic Planning - Sponsor: Coffey Communications
Mont Royal 1
  • Heather
  • Erin

With patient preferences for instant online appointment booking rising across generations — 63% of Millennials and 52% of Gen Xers preferred online scheduling in a recent survey — it’s no longer a question if consumers favor digital convenience, but how to adapt to these demands at scale. Hear how Banner Health designed a comprehensive access strategy leveraging a digital-first approach to online access to meet consumers where they are and achieve a 99.8% accuracy rate for online bookings.

  • Heather Francis BSN, RN, Clinical Director, Digital Integration Strategy, Banner Health
  • Erin Jospe MD, Chief Medical Officer & Senior Vice President, Account Management, Kyruus
TAGS:
Digital Strategic Planning
Tuesday, November 02, 2021 5:00PM - 6:00PM Save to Calendar

5:00PM - 6:00PM

Digital Consumerism: It’s the Real Thing

Tools, Technology and Analytics - Sponsor: Modea
Mont Royal 2
  • Kimberley

With an 11-hospital footprint, Atlanta-based Wellstar Health System is the largest system in Georgia. Two years ago, Marketing went through a major transformation that involved bringing analytics inhouse, enabling the team to independently explore market opportunities and boost patient acquisition and retention efforts by better understanding consumer journeys. Hear how Wellstar adapted best practices from Coca-Cola to create a data-driven culture equipped to handle healthcare’s many unique marketing challenges.                

  • Kimberley Drucker, Executive Director of Knowledge and Insights, Wellstar Health System
TAGS:
Tools Technology and Analytics
Tuesday, November 02, 2021 5:00PM - 6:00PM Save to Calendar

5:00PM - 6:00PM

A Campaign with Heart: Using Predictive Analytics to Engage and Acquire Patients for Service Line Growth

Digital Marketing and Advertising - Sponsor: Reason One
Nolita 3
  • Seth
  • Chris

Armed with internal buy-in and a timely reason – American Heart Month - to conduct a campaign, HonorHealth knew the success of its patient engagement efforts, and ability to predict and identify patients for cardiology services hinged on effectively leveraging all available data. Aware of predictive analytics’ capabilities, learn how they stratified target populations, determining how and when to reach patients to achieve its acquisition goals.

  • Seth Kaplan, Director, Marketing and Customer Engagement, HonorHealth
  • Chris Hemphill, VP, Client AI and Operations, Actium Health
TAGS:
Digital Marketing & Advertising
Tuesday, November 02, 2021 5:00PM - 6:00PM Save to Calendar

5:00PM - 6:00PM

Accelerating Customer Communications in a Crisis; Creating Durable Change Along the Way

Social Media, Mobile and Personalization - Sponsor: Hero Digital
Yaletown 3
  • Amy
  • Denise

Learn how Emory Healthcare accelerated CRM implementation, condensing a 3-year plan into 6 months. CRM went beyond simply marketing execution and included integration with our contact center, patient access, IT, nursing and pharmacy teams. To date we have sent more than 5 million emails, launched 88 campaigns, shifted payer mix and given more than 60,000 vaccinations.

  • Amy Comeau, Vice President, Marketing Strategy & Support, Emory Healthcare
  • Denise Davis, Assistant Director, Marketing Operations, Emory Healthcare
TAGS:
Social Media Mobile and Personalization
Tuesday, November 02, 2021 5:00PM - 6:00PM Save to Calendar

5:00PM - 6:00PM

Managing a Massive Content Rewrite with a Regional Cancer Center Affiliated with MD Anderson

Content Strategy - Sponsor: Kyruus
Nolita 2
  • Lauren
  • Ahava

How do you rewrite and update immense quantities of existing content to align with a new strategy and direction? See how the UT Health San Antonio MD Anderson Cancer Center managed the large demands of their content project. Results included doubling the average amount of time users spent on webpages and a 10% drop in the bounce rate.

  • Lauren Smith, Manager, Marketing & Communications Marketing, UT Health San Antonio MD Anderson Cancer Center
  • Ahava Leibtag, President, Aha Media Group
TAGS:
Content Strategy
Tuesday, November 02, 2021 5:00PM - 6:00PM Save to Calendar

5:00PM - 6:00PM

A Healthcare Website Inspired by Binge Watching and Vacation Planning

Digital Transformation - Sponsor: Centretek / SPM Group
Yaletown 2
  • Kathleen
  • Scott

What can healthcare marketing leaders learn from Netflix, AirBnB and OpenTable? When it comes to designing an engaging, intuitive website that grows your brand and your business, quite a bit! See how Catholic Health’s reimagined site draws from digital experiences and visual cues consumers have enthusiastically embraced — making tasks like finding a doctor as easy and efficient as browsing for a movie or making a dinner reservation. Apply strategic digital design principles to achieve your own marketing goals.

  • Kathleen Ahern, Vice President, Healthcare Strategy, Primacy
  • Scott Orstad, Vice President of Marketing, Catholic Health
TAGS:
Digital Transformation
Tuesday, November 02, 2021 5:00PM - 6:00PM Save to Calendar

5:00PM - 5:25PM

University Hospitals: A "Return to Care" Marketing Success Story

HCIC Sprints - Sponsor: Podium
Yaletown 1
  • Joanna
  • Anna
  • Michele

A rapid shift in media consumption due to the pandemic drove University Hospital (UH) to reassess what advertising mediums they use to effectively engage with healthcare consumers. In this session, learn how streaming audio/music fits into their marketing mix and key consumer engagement strategy: return to care. Learn how they used sequential audio campaigns, mobile interstitials and the notion that music is healing to drive campaign results and success.

  • Joanna Laytin, Director, Service Line Marketing, University Hospitals
  • Anna Clement, Director, Healthcare, Pandora
  • Michele Madaris, Media Director, Boathouse
TAGS:
HCIC Sprints
Tuesday, November 02, 2021 5:00PM - 5:25PM Save to Calendar

5:30PM - 5:55PM

UCLA Rethinks Digital Tactics for Driving Lower Funnel: UCLA Health’s Winning Strategy Using Digital Audio as a Marketing Tactic

HCIC Sprints - Sponsor: Podium
Yaletown 1
  • Justin
  • Anna
  • Steve

In this session, hear how UCLA leveraged digital audio during the pandemic to help deliver on their lower-funnel campaign goals. Understand why UCLA chose display ads on an audio platform as a digital marketing tactic and what led to their strategic selection of digital partners. Leave the session with a recap of campaign results and what’s next.

Steve Kessen, CEO, Fathom

  • Justin Staton, Growth Marketing Manager, UCLA Health
  • Anna Clement, Director, Healthcare, Pandora
  • Steve Kessen, CEO, Fathom
TAGS:
HCIC Sprints
Tuesday, November 02, 2021 5:30PM - 5:55PM Save to Calendar

6:00PM - 7:30PM

Opening Reception in the Exhibit Hall

Belmont 1-3,5-7

Join us Tuesday evening for the opening reception with appetizers, cocktails and networking with colleagues, sponsors and exhibitors. 

TAGS:
Reception
Tuesday, November 02, 2021 6:00PM - 7:30PM Save to Calendar
Wednesday, November 03, 2021

7:15AM - 7:45AM

Breakfast Sponsored by: Doximity

Harmon Corridor

Sponsored by: dox-logotype-black

Breakfast on Wednesday morning before the general session begins.

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Wednesday, November 03, 2021 7:15AM - 7:45AM Save to Calendar

7:45AM - 8:00AM

Welcome Remarks

Belmont 4,8

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Wednesday, November 03, 2021 7:45AM - 8:00AM Save to Calendar

8:00AM - 9:15AM

Your Patients Are Changing. Are You? How to Future-Proof Your Business and Win the Patient Experience Battle

General Session
Belmont 4,8
  • David

Sponsored by: Coffey Communications

In the most competitive business environment in modern history, the winners today are often those make it remarkably easy to do business with them. Being better tuned-in to the increasingly unique needs and expectations of your patients and customers creates better experiences and stronger loyalty. In this eye-opening, high-content and entertaining presentation, popular customer experience expert David Avrin, CSP, shines a light on the profound shift in patient expectations while showing how everyone has a role in eliminating barriers, engaging prospective customers and creating patient experiences worth sharing.

  • David Avrin, President, The Customer Experience Advantage
TAGS:
General Session
Wednesday, November 03, 2021 8:00AM - 9:15AM Save to Calendar

9:15AM - 10:15AM

Break in the Exhibit Hall - Sponsored by Yext

Belmont 1-3,5-7

Sponsored by:Yext_Seal_TM_Mid_Black


Break in the exhibit hall. Join the HCIC sponsors and exhibitors for insightful information, coffee, drinks and snacks!

TAGS:
Wednesday, November 03, 2021 9:15AM - 10:15AM Save to Calendar

10:15AM - 11:15AM

Mapping the Future: Defining UNC Health's Next-Generation Patient Experience

Digital Strategic Planning - Sponsor: Coffey Communications
Mont Royal 1
  • Matt
  • Katie

The charge: completely reimagine the health consumer experience — in 12 weeks. We could throw out everything, but only with good reason and a strong plan. Through targeted research, UNC Health identified four focus areas: increased access; personalized, contextual touchpoints; streamlined data exchange; and collaborative wellness journey enablement. Find out how UNC delivered on these areas, gained consensus and buy-in along the way, and designed a roadmap for how to actually do it.

  • Matt Schwabel, Executive Director, Marketing Technology & Operations,, UNC Health
  • Katie Templin, Senior Director of Experience Design, Hero Digital
TAGS:
Digital Strategic Planning
Wednesday, November 03, 2021 10:15AM - 11:15AM Save to Calendar

10:15AM - 11:15AM

Do This, Not That to Engage Patients in a Disconnected World

Consumer Engagement - Sponsor: Mercury Healthcare (formerly Healthgrades)
Nolita 1
  • Jennifer
  • Bonnie

What can you learn from >1B outreaches? A whole lot! With heightened expectations, marketers need proven ways to drive ROI from their outreach – and fast. Like how CHI St. Vincent’s scored 500 prospective cardiology patients in just one month with a multi-channel campaign. Find out what’s working (and what’s not) as organizations re-engage patients, attract prospects and drive the campaign ROI your C-suite expects.

  • Jennifer Ellestad, Director of Strategic Accounts, Welltok
  • Bonnie Ward, Market Director, Marketing and Communications, CHI St. Vincent
TAGS:
Consumer Engagement
Wednesday, November 03, 2021 10:15AM - 11:15AM Save to Calendar

10:15AM - 11:15AM

Healthcare CRM: What to Consider on the Implementation Journey

Tools, Technology and Analytics - Sponsor: Modea
Mont Royal 2
  • Matt
  • Tom

In healthcare, customer relationship management (CRM) systems present a unique challenge. Effectively bettering your communication with patient, provider and caregiver audiences involves many moving parts among clinical, marketing and operational departments, data management, enterprise collaboration and more. In this session, unpack the essential considerations when beginning your healthcare CRM adoption journey and hear successful case studies from the Cleveland Clinic that may spark ideas for your enterprise-wide implementation.

  • Matt Bakaitis, Senior Director, Digital Marketing & Communications, Cleveland Clinic
  • Tom Hileman, President, Hileman Group
TAGS:
Tools Technology and Analytics
Wednesday, November 03, 2021 10:15AM - 11:15AM Save to Calendar

10:15AM - 11:15AM

New Data Signals: Rebuilding Patient Volume Post-COVID and Post-Cookie

Digital Marketing and Advertising - Sponsor: Reason One
Nolita 3
  • John
  • Jeff

As COVID 19 subsides, rebuilding elective business will be difficult. Prospective patients have new sensitivities and media habits, and privacy measures make them harder to track. Healthcare systems must look to new data signals, requiring a new model for the industry. Hear how the Mount Sinai Health System is finding new ways to identify consumers in specific healthcare modes, and then engage them effectively in a crowded competitive environment.

  • John Davey, Vice President, Marketing Technology, Mount Sinai Health System
  • Jeff Larson, President, Mediassociates
TAGS:
Digital Marketing & Advertising
Wednesday, November 03, 2021 10:15AM - 11:15AM Save to Calendar

10:15AM - 11:15AM

TBD

Social Media, Mobile and Personalization - Sponsor: Hero Digital
Yaletown 3

 

TAGS:
Social Media Mobile and Personalization
Wednesday, November 03, 2021 10:15AM - 11:15AM Save to Calendar

10:15AM - 11:15AM

Declutter Your Content - Make Everyone Feel at Home with Plain, Tidy Language

Content Strategy - Sponsor: Kyruus
Nolita 2
  • Rebecca

Learn the art and science of plain language, why it matters and how to overcome the stigma of “dumbing it down."

  • Rebecca Sims, VP, Talent & Acquisition, WriterGirl & Associates
TAGS:
Content Strategy
Wednesday, November 03, 2021 10:15AM - 11:15AM Save to Calendar

10:15AM - 11:15AM

Walmart Wellness: Changing the Consumerism Landscape and Healthcare

Digital Transformation - Sponsor: Centretek / SPM Group
Yaletown 2
  • Diana
  • Karissa
  • Emilie

Save Money. Live Better. That has always been the motto of the world’s largest retailer, but most recently they are taking the motto to heart with a focus on changing how customers go about managing their health. With an emphasis on providing personalized, affordable and accessible healthcare to all, Walmart has successfully launched their Wellness Wednesday content solution and Wellness Hub to help consumers better manage all their health and wellness needs in one place. Attend this session to learn how Walmart has become a trusted resource for their shoppers, Associates and the healthcare community. Hear from two leaders of Walmart’s Wellness and Health initiatives on their journey to change healthcare as well as the landscape of healthcare marketing and consumerism and the results they have achieved.

  • Diana Jones, CEO, Petrastella Communications
  • Karissa Price-Rico, Vice President of Marketing, Food, Consumables, and Health and Wellness, Walmart
  • Emilie Ansel, CEO, Private Health News
TAGS:
Digital Transformation
Wednesday, November 03, 2021 10:15AM - 11:15AM Save to Calendar

10:15AM - 10:40AM

Redefining "Old": What You Really Need to Know and Do to Reach Your Age 65+ Audience

HCIC Sprints - Sponsor: Podium
Yaletown 1
  • Linda

Today, more than 46 million adults in the U.S. are age 65+; by 2050, that number is expected to grow to almost 90 million; by 2030, 1 in 5 Americans will be 65 or older. But despite how we group them, the age 65+ crowd is not monolithic. They range from spry and health-focused to suffering deep chronic conditions; from tech-savvy to tech-phobic; from deeply engaged to frighteningly indifferent. Whether you work in a hospital or a health plan, learn how to start thinking about this age group differently, developing multi-faceted marketing and communications plans that appropriately address their health needs, communication expectations, and lifestyle realities.

  • Linda Watts, Director of Content Strategy, Five Star Senior Living
TAGS:
HCIC Sprints
Wednesday, November 03, 2021 10:15AM - 10:40AM Save to Calendar

10:45AM - 11:10AM

The Incumbent Must Go: Why, When and How to Find a New Agency

HCIC Sprints - Sponsor: Podium
Yaletown 1
  • Jeff
  • Jeremy

It's inevitable. You either advance past your internal team's expertise, or you outgrow your agency's capabilities. It's not easy to identify this pivotal point, and one wrong or delayed choice may stymie growth. Houston Methodist recently committed to finding a long-term strategic partner and designed a novel approach to make sure they found the best fit. Examine where effective searches start, what an ideal partner looks like, and how to find your perfect agency. 

  • Jeff Duncan, Digital Marketing Manager, Houston Methodist
  • Jeremy Mathis, Account Partner, Fathom
TAGS:
HCIC Sprints
Wednesday, November 03, 2021 10:45AM - 11:10AM Save to Calendar

11:15AM - 11:30AM

Intra-Session Break in the Foyer - Sponsored By: Aha Media

Mont Royal Commons

Sponsored by: Aha Media

TAGS:
Wednesday, November 03, 2021 11:15AM - 11:30AM Save to Calendar

11:30AM - 12:30PM

TBD

Digital Strategic Planning - Sponsor: Coffey Communications
Mont Royal 1


TAGS:
Digital Strategic Planning
Wednesday, November 03, 2021 11:30AM - 12:30PM Save to Calendar

11:30AM - 12:30PM

“Hey Google:" A Search-Driven Approach to Academic Medical Center Websites

Consumer Engagement - Sponsor: Mercury Healthcare (formerly Healthgrades)
Nolita 1
  • Bhavna
  • Bryce

Today, consumers expect nothing less than experiences that mirror Amazon or Carvana. These sleek, intuitive, and easy-to-navigate digital experiences cater to a variety of audiences - all under one roof.

In this session, Keck Medicine of USC and Modea will share the steps they took to build a search-focused AMC website that seamlessly caters to a complex audience base. Learn how Keck is applying SEO best practices and out-of-industry thinking to differentiate their organization from local and national competition.

 

  • Bhavna Patel , Director of Digital Marketing, Keck Medicine of USC
  • Bryce Cannon, President, Modea
TAGS:
Consumer Engagement
Wednesday, November 03, 2021 11:30AM - 12:30PM Save to Calendar

11:30AM - 12:30PM

Leveraging CRM and Marketing Automation in Times of Crisis

Tools, Technology and Analytics - Sponsor: Modea
Mont Royal 2
  • Janice
  • Cheryl

Healthcare is constantly evolving, but the change spurred by COVID was exceptional. The ability to quickly provide guidance on rapidly changing information became critically important. Learn how Franciscan Missionaries of Our Lady Health System leveraged CRM to provide consistent, meaningful communications, positioning the hospital as a trusted source of reliable information. Discover how to transition from crisis communications to nurturing campaigns that drive awareness and utilization of key service lines, ensuring patients continue to safely access care.

  • Janice Lamy, System Vice President of Marketing, Franciscan Missionaries of Our Lady Health System
  • Cheryl Hodgson, Senior Account Director, LionShare, Inc.
TAGS:
Tools Technology and Analytics
Wednesday, November 03, 2021 11:30AM - 12:30PM Save to Calendar

11:30AM - 12:30PM

TikTok, Influencer Marketing and Hypertargeting: Reach and Motivate Audiences with These Intriguing New Approaches

Digital Marketing and Advertising - Sponsor: Reason One
Nolita 3
  • Karen Y.
  • Craig

Welcome to the FUTURE – where game-changing new tactics boost your ability to build your brand, encourage healthy behaviors and recruit more patients. Learn how Delaware’s largest health system, ChristianaCare, uses TikTok, influencer marketing and hypertargeting to locate, engage and motivate audiences to take action – including the skeptical, hard to reach and underserved. Hear success stories and find out how to get started using these emerging tactics to amplify your own marketing mix.

  • Karen Y. Browne, Vice President of Marketing & Communications, ChristianaCare
  • Craig Fairfield, Managing Director, Wax Custom Communications
TAGS:
Digital Marketing & Advertising
Wednesday, November 03, 2021 11:30AM - 12:30PM Save to Calendar

11:30AM - 12:30PM

Social Media Blast Off: Storytelling Strategies to Skyrocket your Engagement and Reach

Social Media, Mobile and Personalization - Sponsor: Hero Digital
Yaletown 3
  • Taylor
  • Alison

Charged with leading the transformation of communications to reignite the brand, Tampa General Hospital (TGH) adopted a social media strategy that has skyrocketed its engagement across social media platforms, particularly on Facebook. Over the past few years, TGH has produced social content that resulted in a nearly 300% increase in engagement and at exponentially higher engagement levels than regional and national competitors. During this presentation, hear the story of TGH’s strategy evolution and see effective content marketing examples that engage the consumer and generate leads.

  • Taylor Howard, Digital Marketing Coordinator , Tampa General Hospital
  • Alison Pondo, Marketing Manager, Tampa General Hospital
TAGS:
Social Media Mobile and Personalization
Wednesday, November 03, 2021 11:30AM - 12:30PM Save to Calendar

11:30AM - 12:30PM

Beyond Content Strategy: How Using Content as an Experience Can Benefit a Healthcare Network

Content Strategy - Sponsor: Kyruus
Nolita 2
  • Wolfgang
  • Renee
  • Maggie

When imagining content for your website, it is crucial to think beyond the normal cycle of draft, enter and publish. In this session, examine the content experience exercises and documentation around content marketing and governance that helped Renown Health establish a strong framework before creating a new structure for their website. Hear how these efforts involved analysis of thousands of content pages and supporting documents to create a comprehensive sitemap that broke down business objectives and goal targeting in relation to content.

  • Wolfgang Gruener, Lead Digital Content Strategist, Americaneagle.com
  • Renee Elia, Project Manager, Digital Marketing & Communications, Renown Health
  • Maggie Burke, Senior Project Manager, Americaneagle.com
TAGS:
Content Strategy
Wednesday, November 03, 2021 11:30AM - 12:30PM Save to Calendar

11:30AM - 12:30PM

Why We Redesigned Our Website's Locations Pages with Hopes that Fewer People Would Land on Them

Digital Transformation - Sponsor: Centretek / SPM Group
Yaletown 2
  • Max
  • Jessica

For a long time, the location web pages on the OSU website were ... just bad. Learn about a redesign project that highlighted the relationship between buildings and clinics, optimized locations so they could be found in Google's local pack – allowing users to get the information they need without even visiting the site – all while making content maintenance easier.   

  • Max Elsass, Senior Digital Optimization Specialist, The Ohio State University Wexner Medical Center
  • Jessica Wojtasek, User Experience Designer, The Ohio State University Wexner Medical Center
TAGS:
Digital Transformation
Wednesday, November 03, 2021 11:30AM - 12:30PM Save to Calendar

11:30AM - 11:55AM

What You Need to Know about the New Google Question Hub and How You Can Use it to Create Content People Are Actually Looking For

HCIC Sprints - Sponsor: Podium
Yaletown 1
  • Tiffanie
  • David

About a year ago, Google launched a beta version of the Google Question Hub (https://questionhub.withgoogle.com/intl/en_US/), a new tool that allows content creators to help Google get people better answers to their questions. Mount Sinai Health System’s preliminary work with this tool demonstrates it can derive key insights and drive traffic. Join this session to learn more about its capabilities and how to use this tool.

  • Tiffanie Green, Communications and Marketing Associate, Mount Sinai Health System
  • David Schwab, Communications Manager/Writer, Mount Sinai Health System
TAGS:
HCIC Sprints
Wednesday, November 03, 2021 11:30AM - 11:55AM Save to Calendar

12:00PM - 12:25PM

Digital Demand Has Accelerated. Has your Online Experience Evolved to Meet Consumer Expectations?

HCIC Sprints - Sponsor: Podium
Yaletown 1
  • Kevin
  • Carrie

Healthcare was forced to condense years of digital innovation into 2020. This transformation allowed organizations to respond to immediate needs but did not prepare them for patients’ elevated digital expectations. Organizations like Providence now must focus on meeting consumer expectations at every stage of their journey. Hear why one of the best ways to acquire new patients and keep them coming back is to meet every search with a correct answer.

  • Kevin Madden, AVP, Providence Health
  • Carrie Liken, Head of Industry, Healthcare, Yext
TAGS:
HCIC Sprints
Wednesday, November 03, 2021 12:00PM - 12:25PM Save to Calendar

12:30PM - 1:30PM

Luncheon with Networking Roundtables

Belmont 4,8

Sponsored by: Coffey Communications

Join us for lunch and robust conversation with your colleagues. At today's luncheon, you can choose a table with a topic of interest to you (from more than 40 options) or a table with no pre-defined discussion topic. The decision is yours! 

TAGS:
Luncheon
Wednesday, November 03, 2021 12:30PM - 1:30PM Save to Calendar

1:30PM - 2:00PM

Awards Presentation for the John A. Eudes Award and the Healthcare Internet Hall of Fame

Belmont 4,8

Join us to recognize the 2021 recipient of with the induction of theJohn A. Eudes Award for Vision & Excellence. This award is given in memory of John Eudes, Co-Founder of Greystone.Net and the class of 2021 of the Healthcare Internet Hall of Fame. 

TAGS:
Awards Program
Wednesday, November 03, 2021 1:30PM - 2:00PM Save to Calendar

2:00PM - 3:00PM

Break in the Exhibit Hall - Sponsored by Yext

Belmont 1-3,5-7

Sponsored by: Yext_Seal_TM_Mid_Black

Break in the exhibit hall. Join the HCIC sponsors and exhibitors for insightful information, coffee, drinks and snacks!

TAGS:
Exhibit Hall Break
Wednesday, November 03, 2021 2:00PM - 3:00PM Save to Calendar

3:00PM - 4:00PM

If You Fail to Plan, You Plan to Fail - Siteman’s Approach to Driving Success

Digital Strategic Planning - Sponsor: Coffey Communications
Mont Royal 1
  • Ed
  • Dustin

Planning successful digital marketing programs can be overwhelming because of the all-encompassing nature of today’s digital environment combined with the growing complexity of modern healthcare organizations. This complexity drives the criticality of planning, now more than ever. Join this session to hear the Siteman approach to updating the web experience, examine core challenges and pick up key lessons learned along the way.

  • Ed Morrissey, Partner and Chief Creative Officer, Integrity Web Consulting
  • Dustin Horn, Associate Director of Digital Marketing and Communications, Siteman Cancer Center
TAGS:
Digital Strategic Planning
Wednesday, November 03, 2021 3:00PM - 4:00PM Save to Calendar

3:00PM - 4:00PM

No Patient Left Behind -- How to Ensure You’re Including and Engaging Rural Consumers & Seniors with Your Healthcare Solutions

Consumer Engagement - Sponsor: Mercury Healthcare (formerly Healthgrades)
Nolita 1
  • Mandy
  • Arun

Healthcare organizations are leveraging technology to provide better solutions to consumers and increase efficiencies for their practices. But some consumers can get left behind, including those in rural communities and seniors. Hear how Covenant Health rolled out Covid-focused solutions and vaccine programs for rural consumers and older patients. Benefit from their lessons learned and learn best practices. 

  • Mandy Halford MD, Vice President, Chief Medical Informatics Officer, Covenant Health
  • Arun Mohan MD, CEO and Co-Founder, Radix Health
TAGS:
Consumer Engagement
Wednesday, November 03, 2021 3:00PM - 4:00PM Save to Calendar

3:00PM - 4:00PM

TBD

Tools, Technology and Analytics - Sponsor: Modea
Mont Royal 2

 

TAGS:
Tools Technology and Analytics
Wednesday, November 03, 2021 3:00PM - 4:00PM Save to Calendar

3:00PM - 4:00PM

A Playbook for Post-Pandemic Revenue Growth

Digital Marketing and Advertising - Sponsor: Reason One
Nolita 3

To rebound from mandatory shutdowns in 2020, American Health Imaging (AHI), part of US Radiology, had to address consumer fears and reach patients who might be delaying medical imaging. Hear how AHI pivoted its digital marketing strategy to drive patient volumes across ~35 outpatient locations and how US Radiology later leveraged the learnings across additional outpatient imaging brands. The results of the digital marketing strategy — including 2,000+ total conversions — demonstrated an effective approach to quickly reaching more patients. This session outlines key success factors, including targeting, messaging and designing strategies to optimize conversion rates and lower cost per lead.

Melissa Weston, Vice President, Marketing, US Radiology
Eric Silberman, President and CEO, True North Custom

TAGS:
Digital Marketing & Advertising
Wednesday, November 03, 2021 3:00PM - 4:00PM Save to Calendar

3:00PM - 4:00PM

Online Communities: The Next Must Have Social Media Tactic

Social Media, Mobile and Personalization - Sponsor: Hero Digital
Yaletown 3
  • Danny
  • Chloe

Explore the strategy, architecture, content, KPIs and results of a pioneering online community for adult children of patients with dementia. Understand the impact of moderated interactions on service delivery, patient and caregiver relationships, practice growth and brand awareness or advocacy generated by a vibrant Facebook Group. Unpack the cadence, the comments and the content driving community dynamics and how they bond community members to the Mount Sinai Health System.


  • Danny Flamberg, Vice President, Strategy, LiveWorld
  • Chloe Politis, Director of Digital and Social Media, Mount Sinai Health System
TAGS:
Social Media Mobile and Personalization
Wednesday, November 03, 2021 3:00PM - 4:00PM Save to Calendar

3:00PM - 4:00PM

Autopsy of a Web Content Strategy: Piecing Together One Year in the Life

Content Strategy - Sponsor: Kyruus
Nolita 2
  • Jen

Priorities, business plans, data — you ask for all of them but don’t always get them. Nevertheless, you determine to develop a content strategy. You fill it out with as much as you know, determine priorities, strategize, and list the tactics. Where did you end up? Check out a year in the life of a content strategy at the University of Utah Health and witness the autopsy: high performing, low performing and the summary of a life.


  • Jen Brass Jenkins, Content Manager, University of Utah Health
TAGS:
Content Strategy
Wednesday, November 03, 2021 3:00PM - 4:00PM Save to Calendar

3:00PM - 4:00PM

Is Branding a Dying Discipline?

Digital Transformation - Sponsor: Centretek / SPM Group
Yaletown 2
  • Helen
  • Dan

Join us to hear why the answer is a resounding “No!” Learn how, more than ever, branding is essential to differentiating your digital patient experience - and how you can build the right business case for branding within your own healthcare organization. Learn about a framework for aligning marketing efforts to the purchase journey, feeding the top of the funnel and converting throughout. And hear how to align your measurement goals with the role and purpose of each tactic.

  • Helen Lauen, Director of Marketing, Proliance Surgeons
  • Dan Greenwald, CEO & Chief Creative Officer, White Rhino
TAGS:
Digital Transformation
Wednesday, November 03, 2021 3:00PM - 4:00PM Save to Calendar

3:00PM - 3:25PM

Cookie Monsters are Eating Into Your ROI

HCIC Sprints - Sponsor: Podium
Yaletown 1
  • Frank

Cookie-blocking technology is here to stay, rapidly expanding and directly impacting healthcare marketers’ ability to target, attribute and measure across multi-channel campaigns to physicians and patients. With cookie monsters gobbling up identification and targeting capabilities that support precision marketing efforts, this technical session will frame the issues alongside solution trends to provide hospital marketing teams the information necessary to continue to achieve relevant engagement and ROI-driving results.  

  • Frank Lin, Chief Technology Officer, DMD Marketing Corporation
TAGS:
HCIC Sprints
Wednesday, November 03, 2021 3:00PM - 3:25PM Save to Calendar

3:30PM - 3:55PM

Going “Off the Grid” with Your Traditional Healthcare Instagram Content

HCIC Sprints - Sponsor: Podium
Yaletown 1
  • Shaylyn
  • Suzanna

With Instagram’s ever-changing algorithms, standing out as a thought leader is becoming more difficult. It’s easy to get caught up in your feed’s aesthetic, when really, your impact is more important. How can you take a stance or tell a story without overstepping? Normalizing the imperfect and celebrating life’s “ordinary” moments might be your best strategy. Don’t just go for the most “likes.” Instead, learn to create engaging, sharable content that resonates with your audience.

  • Shaylyn Brady, Digital and Social Media Marketing Associate, Henry Ford Health System
  • Suzanna Smentowski, Marketing and Digital Content Writer, Henry Ford Health System
TAGS:
HCIC Sprints
Wednesday, November 03, 2021 3:30PM - 3:55PM Save to Calendar

4:00PM - 4:15PM

Intra-Session Break in the Foyer - Sponsored By: Aha Media

Mont Royal Commons

Sponsored by: Aha Media

TAGS:
Wednesday, November 03, 2021 4:00PM - 4:15PM Save to Calendar

4:15PM - 5:15PM

The Resilient Health System: 5 Steps + 100 Days to Overcome Barriers to Innovation

General Session
Belmont 4,8
  • Elliott

Sponsored by: Podium

Building on Tuesday’s opening keynote presentation, we are all eager for a future of care that is more personalized, more effective and more human. Over the last decade, most health systems have rightly made innovation a key operational objective, and while some are (thankfully) succeeding, many are still finding it difficult to achieve meaningful results, especially in the face of significant and growing margin pressure. Contrary to popular belief, innovation is actually getting harder in nearly every industry. Traditional solutions no longer work, and it is important to understand why. How can health systems simultaneously improve their core operations while investing to build what needs to come next? What are the barriers that get in the way of real innovation and how can they be overcome? In this nuts-and-bolts keynote presentation from Elliott Parker, the Chief Executive Officer of High Alpha Innovation, learn five things your organization can do in the next 100 days to change your innovation trajectory and begin achieving tangible results.  


  • Elliott Parker, Chief Executive Officer, High Alpha Innovation
TAGS:
General Session
Wednesday, November 03, 2021 4:15PM - 5:15PM Save to Calendar

5:15PM - 6:45PM

Reception in the Exhibit Hall

Belmont 1-3,5-7

Join us at the Wednesday evenings reception with appetizers, cocktails and networking with colleagues, sponsors and exhibitors. 

TAGS:
Wednesday, November 03, 2021 5:15PM - 6:45PM Save to Calendar
Thursday, November 04, 2021

7:20AM - 7:50AM

Breakfast

Harmon Corridor

Breakfast on Thursday morning before the general session begins.

TAGS:
Thursday, November 04, 2021 7:20AM - 7:50AM Save to Calendar

8:00AM - 9:00AM

Distant and Distracted: Engaging and Leading in an Uncertain, Hybrid World

General Session
Belmont 4,8
  • Lori
  • Debra

Sponsored by: mercury_healthcare_horiz

The expectations of today's workforce have changed. How you manage, recruit and engage must change too. That means breaking old rules, choosing the essential over the expected and rethinking just about everything. In this keynote, international keynote speaker and Mindset Digital Chief Executive Officer Debra Jasper joins forces with Blue Cross Blue Shield of Arizona Chief Marketing Officer Lori Turner to cover how to:

  • Leverage more agile environments to roll out new programs, processes and plans at warp speed — even with a more remote workforce.
  • Fully optimize your online presence — from your website to the online profiles of your top executives, recruiters and physicians (now, more than ever, people are connecting virtually).
  • Use gamification, leaderboards and simple rewards (think water bottles and T-Shirts) to transform how you engage hybrid teams and produce measurable results.

Don’t miss this fast-paced session on how to embrace — and showcase — new approaches that will elevate your outreach, raise productivity and help you stand out from the crowd.

  • Lori Turner, Chief Marketing Officer, Blue Cross Blue Shield of Arizona
  • Debra Jasper, CEO/Founder, Digital Mindset
TAGS:
General Session
Thursday, November 04, 2021 8:00AM - 9:00AM Save to Calendar

9:00AM - 10:00AM

Closing Exhibit Hall Session - Sponsored by Yext

Belmont 1-3,5-7

Sponsored by: Yext_Seal_TM_Mid_Black

Break in the exhibit hall. Join the HCIC sponsors and exhibitors for insightful information, coffee, drinks and snacks!

TAGS:
Exhibit Hall Break
Thursday, November 04, 2021 9:00AM - 10:00AM Save to Calendar

10:00AM - 11:00AM

Putting Your Customer First in a VUCA World

Digital Transformation - Sponsor: Centretek / SPM Group
Yaletown 2
  • Mandy
  • Julie
  • Vidya

Ever feel like you’re buried in projects based on never-ending internal requests, or that technology drives your choices, or worse – the loudest voice in the organization dictates your priorities? In this session, learn how Sharp HealthCare transformed their digital work from a project management approach that often resulted in lackluster features – to a customer-first, product management discipline where their roadmaps are aligned with creating delightful experiences that customers actually need. Discover how, in a world that is volatile, uncertain, complex and ambiguous (VUCA), the digital team plans, manages and leads the organization.

  • Mandy Circuit, Manager, Digital Product Strategy, Sharp Healthcare
  • Julie Frahm, Director, Consumer Digital Products, Sharp HealthCare
  • Vidya Dinamani, Partner, Product Rebels
TAGS:
Digital Transformation
Thursday, November 04, 2021 10:00AM - 11:00AM Save to Calendar

10:00AM - 11:00AM

The Easy Button to Expand Your Digital Front Door

Digital Strategic Planning - Sponsor: Coffey Communications
Mont Royal 1
  • Raymond
  • Heidi

More than ever, patients are making their healthcare appointments online — up to 64% according to Accenture. And what’s more, 77% of patients are doing online research prior to booking an appointment. How is your health system getting in front of them and driving patients to your scheduling portals? Hear how a large metropolitan health system is addressing these issues, including the use of third-party validation sites to increase traffic to their digital front door.

  • Raymond Wu, Executive Marketing Director - Northern Region Hospitals, Hackensack Meridian Health
  • Heidi Schulte, Vice President, Strategy Hospital Solutions, Doximity
TAGS:
Digital Strategic Planning
Thursday, November 04, 2021 10:00AM - 11:00AM Save to Calendar

10:00AM - 11:00AM

Balancing Strategy and User Experience through a Digital Experience Platform to Drive Acquisition

Consumer Engagement - Sponsor: Mercury Healthcare (formerly Healthgrades)
Nolita 1
  • Matt
  • Kelley

As healthcare adapts to evolving patient expectations, speed-to-market is critical. But doing it right requires more than a website. It takes multiple patient systems working together in harmony. Learn how Genesis Healthcare System helps consumers at every step — from finding providers to correspondence to bill pay — integrating Epic, chat and a HIPAA compliant infrastructure. Discover how Genesis moved from a legacy CMS platform to a patient-driven experience in just six months.

  • Matt Turek, Regional Director, Acquia
  • Kelley Daspit, Marketing and Public Relations Director, Genesis
TAGS:
Consumer Engagement
Thursday, November 04, 2021 10:00AM - 11:00AM Save to Calendar

10:00AM - 11:00AM

Cutting Through the Complexity of Enterprise Telehealth Adoption: A Discussion of How the COVID Crisis Accelerated the Integration of Marketing Technology, Telehealth and Patient Engagement

Tools, Technology and Analytics - Sponsor: Modea
Mont Royal 2
  • Patrick
  • Rachel

Historical challenges with telehealth adoption came to a critical intersection with the need to provide patient care during the pandemic. Hear how Nemours Children’s Health aligned its marketing, clinical operations and Center for Health Delivery Innovation teams to develop a cross-functional approach. Discover how using a hybrid of contact center, marketing automation, content, and internal communications, Nemours brought telehealth services to scale across all specialties within the multi-state system, while increasing access, use and patient satisfaction. Leave this session with a better understanding of how to deliver a personalized approach to meeting family needs during critical times.

  • Patrick Barth MD, Enterprise Medical Director, Telehealth Specialty Care, Nemours Children's Health
  • Rachel Donovan, Managing Director, Enterprise Marketing Strategy, Nemours Children's Health
TAGS:
Tools Technology and Analytics
Thursday, November 04, 2021 10:00AM - 11:00AM Save to Calendar

10:00AM - 11:00AM

Delivering Exceptional Consumer Experience Using Real-Time Feedback

Digital Marketing and Advertising - Sponsor: Reason One
Nolita 3
  • Annie

Kaiser Permanente’s (KP) unwavering focus on their members is one of the biggest drivers of the brand’s success. The organization’s outstanding reputation stems from a commitment to continued improvement to operations, made possible by real-time feedback from members. In 2021, KP made the national list of top ranked healthcare systems based on Reputation Score. So, what does it take to be a leading consumer healthcare brand? In this session, KP shares how they get found online where and when care seekers are searching, drive higher conversion rates on Google My Business and use feedback to improve the care they provide.

  • Annie Haarmann, Senior Director, Marketing Experience Optimization, Ascension
TAGS:
Digital Marketing & Advertising
Thursday, November 04, 2021 10:00AM - 11:00AM Save to Calendar

10:00AM - 11:00AM

Podcasting 2.0: Take Your Audio to the Next Level

Social Media, Mobile and Personalization - Sponsor: Hero Digital
Yaletown 3
  • Brian
  • Leah
  • Karoline

Podcasts are an incredibly popular tool for healthcare marketing and many hospitals are using audio to support their initiatives. In this session, learn how to take it up a notch. Explore Emerson Hospital’s use of podcasts throughout their marketing ecosystem. Learn how the audio content serves as a foundation for newsletters, print publications, service line campaigns, public health messaging, mini-series and social media strategy. Plus, learn how to dive into the analytics and understand consumer engagement.

  • Brian Davidson, Digital Marketing Technology Manager, Emerson Hospital
  • Leah Lesser, Marketing Communications Manager, Emerson Hospital
  • Karoline Hutson MPH, Director of Business Development, RadioMD
TAGS:
Social Media Mobile and Personalization
Thursday, November 04, 2021 10:00AM - 11:00AM Save to Calendar

10:00AM - 11:00AM

Grounding Content Strategy in Real-World Tactics: Baptist Health's Step-by-Step Process to a Successful Content Strategy

Content Strategy - Sponsor: Kyruus
Nolita 2
  • Jennifer
  • Amberly

Creating a content strategy often intimidates even the most seasoned digital marketers. Rarely are discussions of content strategy grounded in actual step-by-step, on-the-ground tactics. This session takes an abstract concept and breaks it down into manageable tactics and steps by sharing how Baptist Health has done just this.

  • Jennifer Komis, Content Strategy Manager , Baptist Health System
  • Amberly Lutsch, Web Content Specialist II, Baptist Health System
TAGS:
Content Strategy
Thursday, November 04, 2021 10:00AM - 11:00AM Save to Calendar

10:00AM - 10:25AM

Balance Physician Demands with User Needs to Keep Everyone Happy

HCIC Sprints - Sponsor: Podium
Yaletown 1
  • Betsey
  • Sara

By starting with a robust user experience insights study, Valley Children’s Healthcare was able to keep physicians happy and improve web user experiences. A greatly enhanced Find a Doctor functionality allowed physicians to showcase clinical expertise and gain community awareness. See how Valley Children’s combined both hospital and physician groups in the results to create a stronger user experience for parents seeking expert pediatric care and how doing so elevated Valley’s presence as a comprehensive health system.

  • Betsey Heidrick, M.A., Interactive Content Specialist, Valley Children's Healthcare
  • Sara Watson, Account Director, MERGE
TAGS:
HCIC Sprints
Thursday, November 04, 2021 10:00AM - 10:25AM Save to Calendar

10:30AM - 10:55AM

A Frightened Patient’s View of Provider Directories

HCIC Sprints - Sponsor: Podium
Yaletown 1
  • Neal

When you get that dreaded cancer diagnosis, you try to find a doctor who can help. Imagine the frustration when you can’t find one. Hear a very personal journey and an analysis of some of the best and worst in provider directories, informed both by a scary diagnosis and being a judge in the “Best Doctor Directory” category in the eHealthcare Leadership Awards. Spoiler alert: There’s still a lot of work to do!

  • Neal Linkon, Retired Former Director of Marketing Operations, Children's Hospital of Wisconsin
TAGS:
HCIC Sprints
Thursday, November 04, 2021 10:30AM - 10:55AM Save to Calendar

11:15AM - 11:30AM

Intra-Session Break in the Foyer - Sponsored By: Aha Media

Mont Royal Commons

Sponsored by: Aha Media

TAGS:
Thursday, November 04, 2021 11:15AM - 11:30AM Save to Calendar

11:30AM - 12:30PM

How Content Strategy Can Prioritize Brand in a Website Overhaul

Digital Strategic Planning - Sponsor: Coffey Communications
Mont Royal 1
  • Tom
  • Colin

By engaging leaders at all levels – executive, administrative and clinical – you can create a content strategy that captures your brand story and reinforces it throughout your website. In this session, learn the steps needed to create a content strategy that guides a website overhaul, keeps your brand front and center and provides key differentiators in a competitive marketplace in a way that highlights your advantages.

  • Tom Duncan, Vice President and Chief Marketing Officer, Froedtert South
  • Colin Deval, Director of Communications Strategy, Core Health
TAGS:
Digital Strategic Planning
Thursday, November 04, 2021 11:30AM - 12:30PM Save to Calendar

11:30AM - 12:30PM

Re-Imagining Patient Access: How SCL Health Operationalized and Enriched Their Find-a-Provider Experience for Consumers

Consumer Engagement - Sponsor: Mercury Healthcare (formerly Healthgrades)
Nolita 1
  • Julie
  • Scott

With growing consumer preference for online scheduling, SCL Health found themselves at a crossroads with their current find-a-provider experience. The solutions they had in place were no longer meeting expectations and provided little insight into consumer behaviors and the impact on online conversion rates. Learn how SCL Health created a modern, patient-centered provider search experience that boosted web traffic and provided the analytics needed to stay efficient, agile and innovative.

  • Julie Lindsay, Director, Digital Services, SCL Health
  • Scott Andrews, General Manager, Health Systems, Kyruus
TAGS:
Consumer Engagement
Thursday, November 04, 2021 11:30AM - 12:30PM Save to Calendar

11:30AM - 12:30PM

TBD

Tools, Technology and Analytics - Sponsor: Modea
Mont Royal 2

 

TAGS:
Tools Technology and Analytics
Thursday, November 04, 2021 11:30AM - 12:30PM Save to Calendar

11:30AM - 12:30PM

TBD

Digital Marketing and Advertising - Sponsor: Reason One
Nolita 3





TAGS:
Digital Marketing & Advertising
Thursday, November 04, 2021 11:30AM - 12:30PM Save to Calendar

11:30AM - 12:30PM

Why Online Reviews Matter to Potential Patients and Your Health System

Social Media, Mobile and Personalization - Sponsor: Hero Digital
Yaletown 3
  • Bryan
  • Jay

Today, patients research healthcare decisions online - first with simple health questions and then moving on to selecting a provider. Reviews, reputation and research affect their impressions of your health system and their decision whether to take that next step with your healthcare system. And this trend isn't slowing down. Hear how Concentra uses its online presences to set the tone for patient growth, patient retention and patient expectations. 

  • Bryan Oram, AVP, Strategic Healthcare, Podium
  • Jay Kinzel, Senior Director of Business Analytics, Concentra
TAGS:
Social Media Mobile and Personalization
Thursday, November 04, 2021 11:30AM - 12:30PM Save to Calendar

11:30AM - 12:30PM

Leveraging Disruption to Strengthen Brand Reputation and Your Digital Presence

Digital Transformation - Sponsor: Centretek / SPM Group
Yaletown 2
  • Haley
  • Alex

Google and your website are often the first places consumers go for information, and healthcare organizations must present a positive digital presence. Rather than let the pandemic stall their digital transformation, learn how Cameron leveraged their community’s newfound respect to strengthen their digital strategy. This session explores how public relations and digital marketing work together to sway perceptions. Hear case studies and see a blueprint for improving local search visibility and building a positive digital reputation.

  • Haley Jepson, Marketing and Communications Manager, Cameron Memorial Community Hospital
  • Alex Membrillo, Chief Executive Officer, Cardinal Digital Marketing
TAGS:
Digital Transformation
Thursday, November 04, 2021 11:30AM - 12:30PM Save to Calendar

11:30AM - 11:55AM

Website Security in an Insecure World: How to Keep Your Site and Users Secure

HCIC Sprints - Sponsor: Podium
Yaletown 1
  • Sujal

Making sure your website is secure is vitally important to protecting content and data and assuring that your users have the safest experience possible. What was deemed secure 20 years ago is nowhere near what is needed in 2021. As reliance on the internet for daily healthcare transactions has grown and evolved, the need for increasingly higher levels of protection has risen. In this session, learn how to guide and influence key areas of website security. Understand the vital steps needed to provide a safe and secure website environment. From the basic, yet important need for CMS-level personal computer security to data storage and hosting security, gain valuable insights that your organization can start using immediately. Circle this as a must-see session because it’s not just your content or website at risk, your reputation and brand are at stake too.

  • Sujal Raju, President, Enqbator
TAGS:
HCIC Sprints
Thursday, November 04, 2021 11:30AM - 11:55AM Save to Calendar

12:00PM - 12:25PM

The Value of Human-Centered Design for Both the Business and Consumer

HCIC Sprints - Sponsor: Podium
Yaletown 1
  • Audra
  • Sara

By prioritizing and meeting the needs of the customer, User Experience (UX) is a powerful and important function within digital product teams. The OhioHealth UX team is on a quest to solve the problems that will be the most meaningful for patients, providers and associates, while at the same time balancing business value. In this session, hear three quick examples of how UX has been leveraged to make an impact in both end-user digital experiences and overarching strategy. You’ll walk away armed with UX principles and understanding the value that a UX and Digital Product Team can bring to a healthcare organization.

Audra Kohler, User Experience Strategist and
Sara Saldoff, Head of Product and User Experience, OhioHealth

  • Audra Kohler, User Experience Strategist, OhioHealth
  • Sara Saldoff, Senior Director, Digital Marketing and Customer Experience, OhioHealth
TAGS:
HCIC Sprints
Thursday, November 04, 2021 12:00PM - 12:25PM Save to Calendar

12:30PM - 1:30PM

2021 eHealthcare Leadership Awards

Belmont 4,8
  • Jane
  • Emilie
  • Ben

eHealthcare Leadership Awards recognize the best websites and digital communications of healthcare organizations, including hospitals, health systems, physician groups, health plans, online health companies, pharmaceutical and medical equipment firms, agencies/suppliers and business improvement applications.

  • Jane Weber Brubaker, Award Chair, eHealthcare Leadership Awards, Executive Editor, Plain-English Health Care
  • Emilie Ansel, CEO, Private Health News
  • Ben Dillon, Chief Strategy Officer, Geonetric
TAGS:
Awards Program
Thursday, November 04, 2021 12:30PM - 1:30PM Save to Calendar

1:30PM - 1:30PM

Conference Adjourns

See you next year in Miami, FL!

TAGS:
Thursday, November 04, 2021 1:30PM - 1:30PM Save to Calendar