The 2nd Annual Health System & Hospital Marketing and Communication Summit

The transition to a consumer-centric service organization from a traditional B2B company has been difficult for many plans. In this workshop, hear lessons learned and best practices from payers and providers that have integrated the consumer-centric view across all departments. Discover the benefits taking this approach has had on employee engagement and outcomes.

• Learn how to help senior leaders put the consumer at the center of their strategic plans
• Create cross functional teams that work on integrating the voice of the consumer throughout all departments
• Hear lessons learned around engaging providers as to ways that they can improve the experience and outcomes of patients
• Discover ways to measure the ROI of cross-functional, consumer-focused training initiatives
• Hear how organizations can fight push-back from internal departments, and strategies to improve coordination and cooperation across the organization

The recent shift within the health care industry to a focus on population health encourages more attention be paid to wellness programs and preventive health care. Hospitals, which are traditionally viewed as an establishment frequented by the sick, are including community health and wellness messages as part of marketing to support this trend.

• Understand the overlap between marketing and community health
• Discuss strategies for promoting a culture of health for the hospital
• Examine how promoting population health can impact consumer engagement and brand loyalty

• Implement an audio brand in the marketplace
• Define distinct messaging and utilize this to create a unique sound
• Explore how a large Missouri hospital is capitalizing on its audio brand
• Discover opportunities to enhance patient experience through sound design

As the health care industry faces many changes and consumers have a growing number of health care options, hospitals and health systems look for more ways to connect with consumers. Using applied psychology to truly understand the way consumers make decisions and respond to marketing messages can influence consumer behavior and ultimately impact your bottom line.

• Discuss ways to understand the target audience and learn what influences behavior change
• Explore the psychology behind marketing to create a higher level of brand awareness and brand loyalty

From the look of the website to the targeting of specific campaigns, data should play a central role in an organization’s marketing strategy. The challenge with data driven design is how to get CRM information linked up with patient data and connect it back to market research. In this session, explore how varying sources of information can work together to take marketing initiatives to the next level.

• Utilize patient data to create a tailored user experience and build engagement
• Determine ways to use data to increase transparency and partnerships with patients

While the popularity of social media continues to rise, hospitals are distributing newsletters, writing blog posts, and creating content for the growing number of social media platforms in an effort to keep up with the trends and compete with other organizations’ online presence. However, a lot of the information posted — employee awards or providers participating in a web chat — is geared more toward consumers who are already have a relationship with the organization. In order to make brands more visible, hospitals need to create engaging, shareable content.

• Uncover content that engages consumers and inspires discussion
• Examine what information resonates with consumers with little or no relationship to the organization
• Gather examples of content marketing hospital and health systems use to increase visibility and interest