Marketing Conference

Networking Coffee

Opening Keynote - Campaign 2016 Debrief: Rhetoric, Messages and Maneuvers

The morning after Clinton vs. Trump we'll get straight to the point and address the elephant (or the donkey!) in the room. For this keynote panel, top-notch politicos (from the left and the right) will review key marketing elements of the presidential campaign. Which tactics broke new ground, which ones tanked and how might they be relevant to you--the healthcare marketer?

Lisa Wagner, Republican Strategist, Lisa Wagner and Company

Delmarie Cobb, Democratic Strategist, The Publicity Works

Moderator, Harris Meyer, Senior Reporter, Modern Healthcare

Marketing Rx: Healthcare Trends - What You Should Know

With so much happening in healthcare--the growing popularity of big data, fervent M&A activity, the switch from volume to value--which trends should you pay attention to and how should they inform your marketing strategy?

Jennifer Bazante, Enterprise Vice President, Enterprise Marketing, Humana

Tim Weinheimer, Founder/Principal, The Weinheimer Group

Joan Kurtenbach, Vice President Strategic Planning, Marketing and Communications, Rush University Medical Center

Moderator, Merrill Goozner, Editor, Modern Healthcare

Networking Luncheon

Beat the Press: Creating Branded Content (Concurrent Session)

They say, "content is king." But how can your organization reap the benefits of online publishing? This session will highlight online healthcare content strategies that sizzle.

Pam Hardy, Managing Editor, Sharp Health News

Lisa Arlege Powell, President, MediaSource

Beth NeCamp, Chief Communications Officer, The Ohio state University Wexner Medical School

Moderator, Christina Galoozis, Custom Content Strategist, Modern Healthcare

More than a Touch-Up: Healthcare Rebranding (Concurrent Session)

What drives a healthcare system to spend serious time, money and effort to alter its public face? How can you be sure you're getting a return on the investment? Ascension and VCU Health will go over best practices and lessons learned from their rebranding efforts.

Nick Ragone, Senior Vice President and Chief Marketing and Communications Officer, Ascension

Cynthia Schmidt, Chief of Marketing, Dept. of Strategy & Marketing, VCU Health

Moderator, Aurora Aguilar, Managing Editor-News, Modern Healthcare

In the Wake of Tragedy: Branding and Crisis Communication Strategies (Concurrent Session)

Orlando Health's heads of marketing and PR will discuss the branding and communications challenges that arose in the wake of the worst mass shooting in U.S. history

Andrew J. Snyder, Senior Vice President of Marketing and Communications, Orlando Health

Moderator, Jaclyn Schiff, Editorial Program Manager, Modern Healthcare

Digital Marketing ROI (Concurrent Session)

Email remains one of the most reliable and efficient ways for marketers to get their message across. But strategies have to constantly evolve to grab consumer attention amidst busy inboxes. Email also can't stand alone and is one of a set of tools essential for the online toolbox. Beyond that, marketers must strike a delicate balance with personalization -- tailoring content to ensure brand loyalty but not scaring patients off with too many individual details. Marketing executives from top healthcare systems will share their latest thinking around these issues and their top healthcare marketing tactics.

Anne Martino, Vice President – Consumer Insights & Innovation, Aurora Health Care, Inc.

Jeremy Duncan, Vice President of Communications and Brand Marketing, Blue Cross Blue Shield of Rhode Island

Jill Austin, Chief Marketing Officer, Vanderbilt University Medical Center

Networking Break

Closing Keynote

Healthcare Hustle: Using Data to Get Marketing Results

Healthcare organizations are accumulating masses of data, which can be a gold mine for marketers. But the question is how and when to use it to optimize results. In this keynote address, Advocate Health Care's CMO Kelly Jo Golson will detail data strategies that:

• • Enhance the consumer experience
• • Increase the quality and delivery of care
• • Benefit the bottom line

Kelly Jo Golson, Senior Vice President and Chief Marketing Officer, Advocate Health Care