HCIC Logo 2019

Connect with Amazing People
in Healthcare and Digital Marketing

November 4-6, 2019
Orlando, FL

Pre-Conference Events

This year, HCIC features five Pre-Conference Workshops. These sessions are three-hour blocks dedicated to focusing intently on hot industry topics.

An additional registration fee of $145 is required for each pre-conference event (early reg fee is only $115).Use the registration form to secure a seat at your preferred event. Space is limited.

Digital Strategy

It’s easy to get blinded by the shiny and new. But before launching your brand on the latest buzzworthy tactic, it’s critical to align on the strategy and KPIs.  Skip this step and at project conclusion, half the organization will applaud, while the other half asks, “But what about…” This hands-on workshop will teach you how to bring together key leadership stakeholders in an interactive session focused on setting strategies and KPIs for organization-wide buy-in.

Amy Comeau, Vice President, Marketing Strategy & Support, Emory Healthcare
Amy Ridall Campbell
, Senior Director, Communications & Branding, Select Medical
Linda Watts, Director of Strategy, Medtouch
Kara Rozek, VP Group Media Director, SPM Marketing
Jorge Cordova, Digital Director, SPM Marketing


Patient Acquisition

Implementing a data-first approach within your organization can be a tricky proposition - especially if you can’t trust the data you’re collecting. In this workshop, learn how to create a top-line roadmap with methodology and milestones to ensure a successful transition from “relying on your gut” to “trusting your data.” Hear how Ascension used these techniques to guide their marketing decisions. Leave this workshop prepared to start collecting meaningful data and building insights that can give power to your patient acquisition strategy.

Annie Haarmann, Senior Director, Experience Optimization, Ascension
Jenny Bristow,
CEO, Anvil Analytics and Insights



Content

We all want intelligent content; meaning, content that is well-structured, semantically rich and that can be easily repurposed. Content reuse – the purposely planned practice of using existing components of content in multiple ways – is a true win-win.

In this workshop, learn how to develop a content strategy specifically designed for maximum re-use. Hear from healthcare content experts on how they have deployed content strategies and tactics that are easily discoverable, reconfigurable and reusable. Listen to case studies on how content is being reused in multiple ways, including in emerging technologies such as voice search, virtual assistants, chatbots, HRAs and more. Leave the workshop with a roadmap of how to develop a strategy that allows your organization to create content once and publish it many times!

Rob Neff, Vice President, Digital Solution Development, Thomas Jefferson University and Jefferson Health 

Scott Schuster, Program Director, Digital Marketing, Northwestern Memorial HealthCare 
Abhi Sharma, Vice President, Product, Loyal 
    Facilitated by:  Ahava Leibtag, President, Aha Media Group  

 
Brand Consolidation

Consolidating health systems and managing mergers takes more than a strong rebranding effort—it takes stakeholder buy-in, understanding of the patient journey, and a technology infrastructure that can support everyone involved. In this session, learn from two organizations that have navigated the complex space of mergers, acquisitions, and consolidation. AdventHealth brought their nationwide health system under one brand umbrella and through a multi-year journey built an open technology platform that consolidated hundreds of sites and provided the digital infrastructure needed to support a seamless patient experience. Henry Ford Health System and newly acquired Allegiance Health were challenged to blend two websites into one. The project required more than a year of planning and execution, but resulted in a unified, user-friendly website that brought enhanced content and features to a new market. This pre-con session will give you an opportunity to learn about their triumphs and struggles.

Ellie Martin, Web and Mobile Digital Specialist Henry Ford Health System
Joel Maust, Manager, Interactive Media, Henry Ford Health System
Simon Yohe, Director of Web Marketing Strategy, AdventHealth
Stacey Torjak Febbraro, VP, Business Development Phase2

 


Digital for an Aging Population

More than 10,000 people in the U.S. turn 65 every day. In a healthcare system that is overburdened, under-funded and facing severe staffing shortages, digital tools and connected solutions will play a critical role in enabling payers and providers to deliver high-quality care to seniors and their 40 million family caregivers at all points in the care continuum from prevention to chronic health management. Learn about the latest demographic trends, digital habits of seniors and caregivers, Medicare Advantage trends and best practices, emerging applications in AR, robotics and virtual care – and gain practical strategies for building your brand and market share among seniors.

David A. Feinberg, Senior Vice President, Chief Marketing and Communications Officer, Mount Sinai Health System
Dan Ansel
, Chief Executive and Founder, Active Daily Living
Daniel Fell, President and Founder, Corner Street Strategies
Linda MacCracken, Senior Principal, Customer Engagement, Accenture