Full Schedule

Join us for the opening of 2020 HCIC@Home, welcoming remarks and our first general session!

The world changed overnight. Virtual is now the new reality for all of us. To break through, you must become a powerful virtual communicator.

In Part 1 of a 2-part keynote, learn from Digital Mindset CEO Debra Jasper just how short our attention spans really are (just eight seconds)! And now, we are not just distracted, we are more distant and distressed. How do you get your audience to tune in to your next virtual team meeting or presentation? 

To have impact, you must design your meetings and talks for a small screen - in a way that makes a big impact. Debra will show you how to:

• Design for attention and today's virtual audience
• Use narrative structure, pacing and three-second rule
• Take advantage of micro moments storylines and more.

• Debra Jasper, CEO/Founder, Digital Mindset

Sponsored by: Binary Fountain

Identifying the need to produce cost-effective digital campaigns that provide end-to-end visibility into user behavior, VCU Health created a solution that provides direct access into appointment scheduling and supports patient acquisition. Learn how the resulting campaign configurator tool aligns with a custom call center application, uses the workflows for numerous VCU Health Call Centers and provides improved tracking, including top of the funnel traffic and real lifetime value measurements, while integrating directly into a Salesforce CRM.

• Jennifer Vazales, Digital Strategy & Marketing Manager, VCU Health System
• Jessica Beard, Account Director, MERGE

In April 2019, Sutter Health launched an AI-based symptom assessment and care navigation tool for its 3+ million patients through its online patient portal and websites. Hear how Sutter used the tool to improve patient satisfaction, quality of care and healthcare access by engaging with patients at the first onset of symptoms and guiding them to appropriate care options, including same day care, primary care and telehealth.

• Guy Tennyson, Director – Digital Patient Experience, Sutter Health
• Jeff Cutler, Chief Commercial Officer, Ada Health

Driving consumer and patient conversions are more critical after Covid-19. Consumers are concerned, and even the segment who are “confident and engaged” expect more.  Hear how City of Hope (COH) is building an ecosystem to enhance marketing efforts, the patient experience and physician satisfaction/productivity while decreasing waste and increasing growth and revenue. COH, with the help of MeoSago, built and embraced tools to hardwire care paths and scheduling logic within electronic medical record systems. These tools are also being applied to the online scheduling system. The aim is to maximize patients’ safety and satisfaction and connect the patient with the right provider in a seamless and timely fashion. Learn about the tools and analytics that achieved a competitive advantage by decreasing the “days-to-seen metric” while reducing scheduling errors. Through collaborative sessions with physicians, access and other specialists, the team developed scheduling logic that empowers staff and allows them to schedule appointments with the ideal, first-available provider. Hear how COH supports patients through their journey by providing first call resolutions and quick clinical interventions while helping achieve institutional growth and revenue goals.

• Sara Sprague RN, MBA, EdD, Senior VP of Enterprise Access, City of Hope
• Rodina Bizri-Baryak MBA, LBSS, Managing Partner, MeoSago

Join this session to learn about the recent trends in the consumerization of healthcare including the top tech disruptors such as telemedicine, health/fitness apps and diagnostic tests powered by artificial intelligence. A unique focus of this session will compare the expectations of consumers to physicians including how consumers search for healthcare information and then what they do with the information they find.

• John Whyte MD, Chief Medical Officer, WebMD

With over 200 million Alexa-enabled devices in customers’ hands worldwide, it’s time to start considering voice as a channel before you’re behind the eight-ball – a lesson many organizations learned during the evolution of mobile. In this session, hear Duke Health’s approach to piloting voice design with an Alexa Skill to improve their customer’s access to urgent care – and lessons learned to help you concept, design and implement a skill in Amazon’s ecosystem.

• Seamus O'Reilly, Senior Director, Content Marketing and Digital Presence, Duke Health
• Matt Hummel, Chief Experience Officer; Vice President, Consumer Strategy and Design, Paragon

Personalization is a buzzword – although paramount to driving consumer engagement. It’s core to Pandora’s DNA and it's what delivers listeners’ next best song and helps brands connect 1:1 to their customers.  Hear how Marin Health found success partnering with Pandora to create a customized listening experience that helped tackle brand perception challenges using the power of sound and positive community outreach. Learn how Marin cultivated a passionate customer base that fostered engagement and drove business results.

• Brenda Goodman, Principal Media Consultant, BGoodMarketing
• Lee Ann Longinotti, Vice President/Head of Industry, Healthcare and Pharma, Pandora

Sponsored by: Binary Fountain

Marketing executives have big ideas but getting buy-in can be difficult. For Montage Health, as a result of years of investing in partnerships to expand care options and the organization’s rebrand, the website had become a fractured experience. In this session, learn how they invested in research to make the case for their new digital experience and follow their journey to secure support and re-imagine the growing system’s digital experience.

• Mary Barker, Chief Communications Officer, Montage Health
• Andrea Joyner, Director of Product Strategy, Geonetric

Patients expect a consumer experience from their healthcare providers similar to what they receive from other industries.  This session is a discussion on how consumer behaviors can be leveraged to provide a “best in class” patient experience and how marketing can drive successful outcomes for the entire organization.  Covered topics include Brand and Reputation Management, Patient Acquisition, and the Integrated Patient Experience. Strategies and insights along with examples of real-world applications will be presented.

• Paul Matsen, Chief Marketing and Communications Officer, The Cleveland Clinic
• Tom Hileman, President, Hileman Group

As the COVID-19 pandemic evolved, UCLA Health knew that their patients and community had questions about symptoms and access to care. Rather than rely on static web content to deliver information, the UCLA Health team launched an AI-powered chatbot in a matter of days that could help answer questions and provide a risk assessment to help guide users to care recommendations. User response was immediate and eye opening. Learn how the UCLA team put into action the resources necessary to keep the chatbot up-to-date and how they leveraged conversation data to continuously improve the experience.

• Tanya Andreadis, Chief Marketing Officer, UCLA Health
• Brian Gresh, President, Loyal

Social media has revolutionized how physicians share health information. Recently, the Mount Sinai Health System launched a Social Media Ambassador Summit program that trains and encourages designated physicians in 15 service lines to build their thought leadership presence in online communities by becoming trusted voices and publicizing research and innovation at Mount Sinai. Learn how, through various social media tactics, these physicians can enhance the hospital’s reputation rankings, referrals and brand awareness.

• Chloe Politis, Director of Digital and Social Media, Mount Sinai Health System
• Karen Wish, Vice President and Chief Marketing Officer, Mount Sinai Health System

Over 90% of patients have access to a patient portal, while only 20% use one regularly. The numbers are even more sparse when you look solely at mobile portal use. Universal Health Services is trying to change this trend for their nearly three million patients by taking control of the experience. Come hear how they created a mobile platform that offers the usability of the Uber app with the utility of the Cerner patient portal.

• Gerard Gober, Director, Digital and Mobile Health Technology, Universal Health Services
• Bryce Cannon, President, Modea

Gaining confidence in a CRM system and proving its value can be an internal hurdle. Providence has successfully leveraged data and clinically based predictive models, through CRM, to create communication programs across all channels that are efficient and effective at driving individuals to action. One key takeaway in building CRM confidence and personalized 1:1 marketing is to educate internal teams that data security and privacy are always top of mind when employing data-driven strategies.

• Karina Jennings, Vice President, Marketing Strategy and Planning, Providence St. Joseph Health
• Brad Wensel, Executive Vice President, Chief Customer Officer, Healthgrades

With more than 80% of consumers starting their search for a healthcare provider on a third-party site such as Google or Healthgrades, online listings, ratings and reviews are driving decisions. But a brand's website must be the nucleus of its digital strategy; the intersection of need and access, which makes conversions happen. Learn how winning patients in the digital age requires a multi-faceted digital strategy to intercept a consumer’s trajectory at the point of need.

• Jennifer Schultz, Senior Vice President of Marketing, OU Medicine
• Lindsay Neese Burton, Senior Director, Strategy & Marketing, Healthcare & Life Sciences, Reputation.com

The process for building a modern healthcare network web ecosystem involves four steps: Discover, Design, Develop and Data. Conceiving the process this way allows stakeholders to have their own say and for project managers to iterate and learn as they go. In this session, dive deep into each step to understand the scope and resources needed to create a website that allows prospective patients to interact and transact with the health system, which drives network growth.

• Shane Boland, Web Communications Manager, Lehigh Valley Health Network
• Marielle Messing, Supervisor Web Communications, Lehigh Valley Health Network
• Pamela Riddell, Administrator of Strategic Communications, Lehigh Valley Health Network

The rise of consumerism in healthcare has been well-documented over the past several years. And it’s not just impacting primary care. Studies have shown that 84% of patients research treatment options online after receiving a diagnosis and 34% ultimately self-refer to a specialist. Hear how the Roswell Park Comprehensive Cancer Center leveraged these trends by investing to capture patients researching specialist providers online.

• Heidi Findlay, Executive Director of Marketing and Communications, Roswell Park Comprehensive Cancer Center
• Heidi Schulte, Vice President, Strategy Hospital Solutions, Doximity

What works best in digital marketing? What makes consumers passionate about your brand in social and digital media? What drives brand advocacy and growth? Social media memes? Innovation? Compassion? Storytelling? In this session, learn how, after testing hundreds of possibilities, Michigan Medicine found one thing that creates brand advocacy and emotional engagement. Learn how to find your own “one thing” by creating team alignment, using emotional intelligence for better brand research and transforming healthcare with data-informed decisions.

• Rebecca Priest, Director of Marketing, Michigan Medicine
• Dan Cobb, CEO, Daniel Brian Advertising

With the increase in the use and popularity of voice search, website visitors expect the same experience and results whether verbalizing their requests or typing it into a search bar. So, what should health organizations be implementing today to prepare for voice search and to help dominate their local SEO?  Find out how Beaumont Health is preparing their sites for voice search, how the implementation of schemas has positively impacted their overall search results, and how things will continue to evolve as the use of voice search increases.

• Lori Manos, Director, Web Marketing, Beaumont Health
• Sujal Raju, President & Founder, Enqbator

What do providers think about your plans to expand digital access? Chances are they have some concerns. No one knows provider information better than providers themselves and yet, only half of providers with a find-a-provider profile are fully involved in curating them. Provider motivations can be very different from the objectives of their health system’s digital engagement strategy. Hear recent survey findings from 200 providers and real-life examples of successful provider engagement in digital initiatives.

• Vishal Patel MD, Primary Care Clinical Leader, ChristianaCare
• Erin Jospe MD, Chief Medical Officer & Senior Vice President, Account Management, Kyruus

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

There are no captive audiences today. Whether you’re creating a team meeting for 12 or a leadership event for 1,200, your content and speakers must truly engage, or half the audience will soon be looking at their mobile devices – texting, emailing or shopping on Amazon. 

Learn how to take advantage of powerful new tools and strategies for breaking through the noise, including rapid micro and visual storytelling, gamification, and the “know, feel, do” approach. This has all taken on new meaning in the world of COVID-19. 

Leadership connection is key to building the right culture, strengthening relationships and generating excitement especially in these unexpected times. Sue and Debra will share tips for being successful by leveraging simple, innovative approaches that earn attention, involve the audience and surprise and delight. 

• Sue Jablonski, Chief Marketing and Communications Officer, OhioHealth
• Debra Jasper, Chief Executive Officer, Mindset Digital

Sponsored by: Binary Fountain

Last spring all of us were thrust into a new world when the Coronavirus pandemic hit. Amazingly, health systems responded at a time where communities needed comfort and reassurance. During this session, hear how Franciscan Health implemented a COVID-19 management process and a tightly aligned mobile screening tool that helped triage patients and provided a customized call to action for next steps. Risk is no longer binary; yes or no. See how these providers created resources for unique risk-levels to maximize risk mitigation, cost containment and market share growth during the crisis. 

• Ben Seyden, Director of CRM Martketing, Franciscan Alliance, Inc.
• Greg Gossett, Chief Executive Officer, HealthAware, an Eruptr Company

Roper St. Francis Healthcare is meeting consumer demand for better access to care in a competitive market by tying real-time online scheduling into digital channels and overall brand strategy with the goal to facilitate accurate appointments for primary care, specialists and labs across the network. In this session, see results and insights that have the C-Suite engaged and learn about emerging trends in digital channels to attract patients.

• Nichole Stevens, Director of Marketing & Business Development, Roper St. Francis Healthcare
• Jordan Pisarcik, Vice President Growth and Customer Engagement, DocASAP

As healthcare technology evolves, organizations are taking a consumer-centric approach to acquire and retain patients. Virtual care is a crucial part of that strategy, as convenience is a patient expectation across generations. This session reveals how one health system’s marketing team ties CRM into their virtual care strategy and uses it to target patients, connect them to providers and track their journey from initial outreach – to virtual visit – to actual encounter.

• Katie Cunningham, Brand Manager, Marshfield Clinic Health System
• Katie Scott, Lead Client Strategist, Welltok

In 2019, Banner Health adopted the use of health risk assessments (HRAs) as marketing tools to identify at-risk consumers who would benefit from knowing their risk factors. Instead of broadly promoting the tool, Banner took a precise approach. Learn how Banner leveraged highly cultivated CRM and intelligently targeted digital advertising on social media and search engine marketing to make participating easy for consumers and provide analytics/data that is simple to track and report to key stakeholders.

• Sarah Boggan, Marketing Director, Acute Care Services, Banner Health
• Tami Weigold, Client Success Strategist, Medicom Health

Having a consistent presence is one of the most critical, and most challenging, parts of an overall physician communication strategy. Learn how Children’s Wisconsin used a multi-step plan to successfully engage with referring physicians and Medical Staff. Hear how their structured approach allowed Children’s to communicate in a timely and effective way to almost 1,300 physicians and hundreds of PAs, Nurses and other allied Medical Professionals and see measurable data to back it up.

• Nancy Vanselow, Referral Development Manager, Children's Hospital of Wisconsin
• Emilie Ansel, CEO, Private Health News

Join us for a live recording of the popular TouchPoint podcast, where hosts Chris Boyer and Reed Smith welcome special guest, Ahava Leibtag, to the show. In this lively discussion, they will share their perspectives on the state of digital in healthcare, how organizations should leverage their approaches to weather the global pandemic, and speculate on the future state of our industry. 

• Chris Boyer, Principal and Senior Digital Strategist, @chrisboyer LLC
• Ahava Leibtag, President, Aha Media Group
• Reed Smith, VP, Digital Strategy, Jarrard Phillips Cate & Hancock, Inc.

We take in most of our information through our eyes. So your online presentation, board meeting, webinar or team meeting can engage a crowd - on lose one - in the first few minutes (or even on the opening slide!)

To have high-impact, you must design your talks and meetings for a small screen - in a way that makes a big impact. In Part 2 of the Debra's keynote series for HCIC@Home, she will share how to:

• Leverage rapid visual storytelling to capture attention
• Use images to illustrate, not decorate
• Avoid the biggest mistakes presenters make, especially for virtual audiences
• Apply fast fixes to your delivery so you stand out from the crowd.

Leave the session knowing how to create experiences - on a small screen - that inform, engage and drive action!

• Debra Jasper, Chief Executive Officer, Mindset Digital

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.

• Emilie Ansel, CEO, Private Health News
• Jane Weber Brubaker, Award Chair, eHealthcare Leadership Awards, Executive Editor, Plain-English Health Care
• Ben Dillon, Chief Strategy Officer, Geonetric

Demos include:

Primacy

Palantir

Data & Discipline: Creating “Most Valuable Experience” with the 80/20 Rule

Meeting Patients Where They Are

A time to chat with Tuesday’s speakers, ask questions or dig deeper into the topics that were discussed that day. 

Join us for the opening of today’s session, with important announcements.

The global pandemic has put an unprecedented level of pressure on healthcare professionals to deliver more value under tightening business constraints and rising expectations. Add the complications of regulations, engaging a multi-generational work force, constantly shifting technology, and the balance of personal life needs in these uncertain times and you have a serious challenge.

After facing many of the same frustrations from the front lines to the executive level for more than 20 years, hear how Manley Feinberg II, Chief Experience Officer of Vertical Lessons, believes the answer is in equipping individuals at all levels to think, act and influence as leaders and to increase their influence across vertical and horizontal boundaries.

Learn 5 strategies that will empower you to stretch your comfort zones and gain clarity in the chaos. Discover how Manley's climbs to the top of the world's most beautiful summits - using trust and teamwork - leaves him always "On Belay."

Leave the session with tools you can use immediately to develop a leadership mindset that engages, equips and inspires both you and your team members to step up and lead regardless of title. Emerge from the session uplifted and re-energized to move forward with anew of clarity and focus.

• Manley Feinberg, Chief Experience Officer, Vertical Lessons

Marketers today have more options than ever to connect with audiences, but many struggle to demonstrate how their efforts contribute to the organization’s bottom line. Open and click through rates are important, but without connecting marketing activities to revenue, the metrics mean little to leadership. In this session, learn how to use your CRM to help guide strategic planning decisions, and demonstrate how website engagement, social media and digital efforts can be attributed to downstream charges.

• Jessica Berto, Executive Director of Marketing, Loma Linda University Health
• Michelle Gray, Account Director, LionShare, Inc.

Do you struggle with how best to manage the voracious demand for marketing materials throughout your organization? Do you long to distribute responsibility for marketing outside of your department but fear loss of control of your brand/graphic standards? In this session, learn how Bronson Healthcare improved its digital asset management while widely distributing control by deploying technology that manages assets, allows customizations within standards, manages workflow approvals and finalizes the marketing materials quickly and efficiently.

• Michael VanPutten, Digital Media Supervisor, Bronson Healthcare Group
• Cynthia Carpenter, System Director Corporate Communications, Bronson Healthcare
• Neal Reynolds, President, HealthcareMarketingCenter.com

Do you control and maximize your Google business profile? If not, join this session to learn how Oregon Health & Science University focused on the Google My Business profile to improve wayfinding, to answer questions for online reputation management, to share great stories with provider videos to demonstrate clinic and provider excellence and to leverage local paid media to elevate hospital clinics and providers as part of the Google My Business profile work.

• Lisa Williams, Director, Digital Engagement, Oregon Health & Science University
• David Mihm, Founder, Tidings
• Jackie Schluth, SEO Account Manager, Seer Interactive

We all know that landing pages and campaigns work best when we have great evergreen content living on our websites. Learn how Penn Medicine revamped organic pages for cancer and heart services that led to enhanced conversions at a lower cost. Learn to build a content strategy that encompasses competitors, SEO data and brand guidelines that speak directly to audiences and improve your landing and evergreen content pages.

• Aaron Johnson, Senior Director, Digital Strategy, Penn Medicine, University of Pennsylvania Health System
• Jaclyn Sommer, Senior Manager of Content Marketing and Editorial Services, Penn Medicine, University of Pennsylvania Health System
• Ahava Leibtag, President, Aha Media Group

Convenience isn’t just a preference, it’s a deciding factor. Consumers are seeking quick and close access, with 44% and 39% visiting urgent care and retail clinics respectively within the last year. In response to growing consumerism, Piedmont Healthcare expanded beyond its traditional walls with dozens of Piedmont QuickCare and urgent care facilities and integrated them into their find-a-provider. Learn how the team successfully launched seamless “Save-my-Spot'' scheduling to simplify access and differentiate their patient experience.

• Katie Logan, Chief Consumer and Strategy Officer, Piedmont Healthcare
• Jennifer Melby, Executive Director, Experience, Piedmont Healthcare

In late 2019, Northwell Health launched a new digital patient experience (DPX) including a bespoke mobile app that provides appointment booking, the ability to find physicians and locations, unified billing and a personalized experience. Since launching, Northwell has worked to build a scalable model to evaluate the current patient experience and to understand how to improve on it. Learn how Northwell makes product decisions to enhance this experience through metrics and user feedback.

• Judy Liang, Product Owner, Digital Patient Experience, Northwell Health
• Mike Mangi, Director of Innovation, Phase2

Sponsored by: Binary Fountain

This year has been challenging on so many levels and yet, leaders in marketing and communications have been there every step of the way, on the frontlines of the crisis – handling customer contacts with life-changing urgency, managing work-from-home staff, figuring out system stability and accessibility issues and more. Never ending. Never easy. Often thankless. But important work that didn’t and couldn’t stop. Don’t miss this high-powered discussion – on how the industry pivoted and innovated quickly and how we continue to fight our way back – with experienced marketing leaders who will share their insights and lessons learned from managing marketing and communications through the pandemic. A must see session!

Facilitated by Daniel Fell, Senior Strategist from Optum

• Kathy Dean, Associate Vice President/Chief Marketing and Communications Officer, UI Health Care
• Kelly Faley, Vice President, Digital Strategies, Sharp Healthcare
• David A. Feinberg, Senior Vice President, Chief Marketing and Communications Officer, Mount Sinai Health System
• Daniel Fell, Senior Strategist, Optum
• Sue Jablonski, Chief Marketing and Communications Officer, OhioHealth
• Rob Klein, CEO, Klein & Partners

Demos include:

Primacy

Palantir

Data & Discipline: Creating “Most Valuable Experience” with the 80/20 Rule

Meeting Patients Where They Are

As healthcare consumers look more to online reviews and ratings when seeking care, the internet has become a platform where trust between consumers and healthcare providers has the potential to be built or destroyed. In this session, understand the drivers of patient loyalty, how physicians build trust with patients and a framework to identify and develop content that attracts consumers with the goal to convert them to new patients.

• Brian Carlson, Vice President of Patient Experience, Vanderbilt University Medical Center
• Chrissy Daniels, Partner, Medical Practice, Consumerism and Transparency, Press Ganey Associates, Inc.

We all talk about breaking down barriers, but that really can't happen if different departments seek vastly different goals and metrics. To avoid this flaw, HonorHealth has ensured that Physician Outreach, Marketing and Access all unite under the concept of Patient Lifetime Value (PLTV). These metrics and standards unify departments if certain nuances are understood. In this session, learn from HonorHealth on how to approach and operationalize a PLTV approach across departments.

• Craig Kartchner, Associate Vice President, Marketing, HonorHealth
• Chris Hemphill, Director of Client AI and Operations, SymphonyRM

All those fattening marketing stack technologies are delicious, but do you need the calories? Expensive platforms claim identical features, and organizations may benefit from slimming down. But can you remove any of those technologies without losing out, today or tomorrow? In this session, critically review overlaps in specific platforms and categories. Though overlap is unavoidable, understand how to carefully rethink the number of platforms while prioritizing unified reporting, journey orchestration and integrations. Learn how doing so could save your organization money — or at least provide a better view on the expense and possibilities of modern marketing platforms.

• John Berndt, CEO, The Berndt Group
• Susan Iovenitti, Director, Digital Strategy and User Experience, The Berndt Group (TBG)

The demand for compelling digital content and social media extends beyond engaging your consumer audiences. Increasingly, health systems are seeking innovative ways to grab the attention of their other key audience: physicians, researchers and healthcare professionals. The demands are just as exacting among busy providers to be met where they are with fresh and visually exciting content that is personalized and delivered in the appropriate dose. Learn how Vanderbilt University Medical Center shifted from relying on various third-party physician marketing channels to creating their own award-winning digital content hub and social media program to drive top-line goals including national reputation — and how they measured their success.

• Joshua Palmer, Assistant Director, Physician Marketing, Vanderbilt University Medical Center
• Paul Peterson, Chief Client Officer, Casual Astronaut

Learn how The Ohio State University Wexner Medical Center implemented a third-party tool, Mixpanel, in their MyHealth mobile app to record analytics and customer behavior. Mixpanel allows for tagging significant actions in the app and recording specific properties of these actions as well as other features such as creating measurable funnels, user paths through the app, A/B testing and customized reported on configurable groups of events. Learn how the Ohio State team uses this data to improve their app experience.

• Max Elsass, Senior Digital Optimization Specialist, The Ohio State University Wexner Medical Center

Review generation is the secret weapon propelling digitally savvy health systems to the top of search rankings, provider directories and local listings.

Identifying the need to capture real-time patient feedback, Baptist Health South Florida leveraged testimonial campaigns to dramatically increase Google review volume (320% over six months) while improving its brand reputation and online visibility. Learn how Baptist Health used reputation management strategies to plan review generation campaigns, craft its messaging, target and engage its audience, and improve the patient experience across all its locations. 

• Valeska Valencia, Director of Communications, Baptist Health South Florida
• Aaron Clifford, SVP of Marketing, Binary Fountain

Google gets an estimated 70,000 health-related search queries every minute. Is your digital front door capturing consumers as they search, and do you have a plan to convert them into patients? In this session, explore the challenges consumers face in finding care, identify new opportunities to expand the digital front door, understand the need to embrace conversational voice and chatbot technologies, including voice SEO and learn how new  technologies like conversational microbots can improve engagement.

• Thomas Neumann, Executive Director, Marketing, Content and Creative Services, The Cleveland Clinic
• Kristi Ebong, SVP Corporate Strategy, Orbita

It’s easy to lose yourself in the potential for Big Data, even when you already have it; moreover, when your internal champions (from the people who analyze it to those who paid for it) leave, you’re stuck with a capital expense that’s easy to ignore and move past. What we need is data that keeps giving back and can be refit and resized; data that truly represents its audience and their behaviors. This is why qualitative data needs to live with quantitative Big Data in rich ways, not competing ones.  Let’s get to Thick Data.

• Dean Browell, Executive Vice President and Co-Founder, Feedback
• Daniel Fell, Senior Strategist, Optum

With the continued proliferation of media channels, healthcare marketers have a wealth of options to choose from when activating a campaign. Despite this evolving landscape, many marketers continue to opt for the same tired approach — a well-balanced mix of traditional and digital media. But what if there was a better way? Through this session, learn about the power of Media Ownership — focusing all a health system’s media budget in a few select media channels or programs — and the dramatic results that have been achieved through this approach.

• Sharon Line Clary, Vice President of Strategic Marketing & Communications, AdventHealth
• Jason Brown, CEO/Chief Strategy Officer, Brown Parker & DeMarinis Advertising

Learn how healthcare organizations are using content marketing tactics to support their organizations’ population health initiatives. As hospitals move into the population health arena, healthcare marketers are ideally suited to play a key role in developing and executing strategies that engage key audiences. Hear about the experiences of three very different organizations: Renown Heath – a large teaching hospital in Reno, Nevada; Copley, a critical access hospital in rural Vermont and the Practical Playbook (Duke Medicine). These organizations are on the front lines of population health management.

• Cristal Herrara-Woodley, Director of Marketing & Customer Engagement, Renown Health
• Dan Dunlop, Principal, Jennings Healthcare Marketing

By questioning every stage of the patient journey, IU Health is implementing solutions that delight patients and ease stressful moments through targeted digital experiences. IU Health is embracing innovative technologies that enhance the digital journey to meet patients where they are. Learn how IU Health leverages new technology that addresses common pain points: navigating a hospital and tracking a loved one through surgery. The results: reduced missed visits and much needed reassurance.

• Josh Esslinger, Digital Strategy Director, Indiana University Health
• Stephanie Cox, Vice President, Marketing and Sales, Lumavate

From tweets to Facebook posts, healthcare providers are turning increasingly to social networks to boost patient engagement, educate and promote healthy messaging, but are they doing it right? Learn strategies to create and execute successful social media training that engages employees in responsible online sharing while reinforcing your organization's brand. 

• Gary Ernster, MBA, HCCP, Regulatory & Privacy Analyst, WakeMed Health & Hospitals
• Janelle Studdard, Marketing & Communications Specialist, WakeMed Health & Hospitals

Sponsored by: Binary Fountain

Use this virtual time to discuss digital related topics or to chat with Wednesday's speakers, ask questions or dig deeper into the topics that were discussed that day. 

See you next year in Las Vegas, NV!

Join us to learn more about three unique uses of social media in healthcare.

• Find pinspiration from Henry Ford Health System (HFHS) on how to use Pinterest in your marketing strategy, and how HFHS also uses social media influencers.
• And, learn how to be TikTok famous in healthcare.

Don't miss this master class on emerging uses of social media in healthcare including insights from Shaylyn Brady, Digital Marketing Associate, Stephanie Giorio, Senior Marketing Lead, and Suzanna Smentowski, Marketing and Digital Content Writer from Henry Ford Health System and Lannie Byrd, Chief Operating Officer of Team SI.

• Stephanie Giorio, Senior Marketing Lead, Henry Ford Health System
• Suzanna Smentowski, Marketing and Digital Content Writer, Henry Ford Health System
• Shaylyn Brady, Digital Marketing Associate, Henry Ford Health System
• Lannie Byrd, Chief Operating Officer, Team SI

Join us to learn about the successful uses of email, marketing automation and AI in healthcare. Hear how Medical City Healthcare is using marketing automation and health risk assessments (HRAs) to create ROI. Hear how Baptist Health System uses unique email strategies to engage consumers with key service lines and how the University of Iowa Health Care uses search as part of its programmatic strategy.

Gain insights from Laura Boyd DeSmeth, Associate Vice President of Medical City Healthcare and Mellissa Voss, Director, Integrated Marketing of Healthgrades, Jillian Novak, Inbound Marketing Specialist and Lauren Schulz, Senior Inbound Marketing Specialist of Baptist Health System and Dan Fischer, Director of Marketing and Max Freund, Director, Digital and Multimedia, University of Iowa Health Care with Karissa Niedzwiecki, Senior Digital Media Manager, SPM Marketing & Communications.  Facilitated by Jane Crosby, Vice President, Strategy and Business Development, True North Custom Communications

• Dan Fischer, Director, Marketing, University of Iowa Health Care
• Jane Crosby, Vice President, Strategy and Business Development, True North Custom Communications
• Karissa Niedzwiecki, Senior Digital Media Manager, SPM Marketing & Communications
• Laura DeSmeth, Associate Vice President, Digital Marketing, Medical City Healthcare
• Melissa Voss, Director, Integrated Marketing, Healthgrades
• Jillian Novak, Inbound Marketing Specialist, Baptist Health
• Lauren Schulz, Senior Inbound Marketing Specialist, Baptist Health

Join us in today's master class session to hear how two organizations built consumer-focused and customer-friendly websites efficiently.

Learn how Baylor College of Medicine used 400 moderators, 28 audience personas and 4 initiatives to build their site and how Highmark Health built a 3,000 page website in six months.

Insights and stories from Terry Krailo, Vice President, Marketing & Graphic Communications of the Baylor College of Medicine with Kathleen Perley, Founder/CEO of Decode, and from Daniel Sprumont, Lead Digital Experience Owner and Manfred Woodall, Technical Product Owner, Team Manager for AHN.org, Highmark Health.

• Manfred Woodall, Manager, Enterprise Web Platforms, Atlas Labs, Highmark Health
• Terry Krailo, Vice President, Marketing & Graphic Communications, Baylor College of Medicine
• Daniel Sprumont, Lead Digital Experience Owner, Highmark Health
• Kathleen Perley, Founder & CEO, Decode