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WELCOME to SHSMD Connections 2016
The SHSMD Board and Annual Conference Planning Committee welcome you to
SHSMD Connections! Over the course of this four-day event, we’ll connect you to
new ideas and best practices, recognized thought leaders, resources and solutions,
and more than 1,000 peers.
Here are some tips to help you get the most out of your SHSMD Connections
experience:
Connect to Free Wi-Fi
Using password conference16,
connect your devices to the free
wi-fi, available in all session rooms
and the exhibit hall.
Sponsored in part by YourCareEverywhere
Download the SHSMD
Connections Mobile App
Engage with attendees on the activity
feed, earn badges, access handouts,
personalize your schedule, and more
from your iPhone, iPad, Android, or
other mobile devices. Search SHSMD
2016 to download this free app.
Sponsored in part by Scorpion
Take Advantage of
Complimentary Services
We’re pleased to offer attendees
reusable water bottles and refill
stations, electronics charging stations,
and free shipping (visit the Coffey
Communications booth for details).
Sponsored in part by Evariant, Strata Company,
Yext, and Coffey Communications
SHSMD | Celebrating 20 Years
Tell Us What You Think by
Completing the Evaluations
Your input will help ensure that next
year’s conference is our best yet! Watch
your inbox or tap into the SHSMD
Connections Mobile App for your daily
session evaluations. An overall evaluation
will be e-mailed to you when you get
back to the office.
TABLE OF CONTENTS
page 2
2
3
4
7
So many sessions, so little time. We’ve
got you covered! All attendees will
receive complimentary access to all
60+ concurrent session recordings.
SHSMD Connections Virtual Conference
access information will be e-mailed
to you after the conference.
–– SUNDAY
–– MONDAY
–– TUESDAY
–– WEDNESDAY
page 8
NETWORKING
EVENTS
page 9
KEYNOTES
page 13
PRECONFERENCE
EVENTS
page 15
CONCURRENT
SESSIONS
page 39
SPONSORS
page 40
EXHIBITS
Sponsored in part by PRC
Access Session Recordings
via the Virtual Conference
DAILY SCHEDULE
40 –– EXHIBIT SCHEDULE
40 –– EXHIBIT HALL MAP
41 –– EXHIBITORS
Sponsored in part by Sg2
And don’t forget: Session and networking event seating is available on a
first-come, first-served basis, regardless of preregistration. So be sure to
arrive early and ready to connect. Enjoy the conference!
KEYNOTES
Tuesday, September 13 | Noon–1:30 pm
Era Three in Healthcare: A New System for New Results | Grand Ballroom
Dr. Donald M. Berwick is an internationally acclaimed champion of healthcare improvement
throughout the course of his long and storied career as a physician, healthcare educator, policy
expert, leader of the Institute for Healthcare Improvement, and administrator of the Centers for
Medicare and Medicaid Services. Dr. Berwick offers a vision for making our systems better—safer,
more effective, more efficient, and more humane. Through continual improvement, innovations
in healthcare delivery, stronger leadership, and smarter policy, America can forge a system that
satisfies patients, achieves better outcomes, respects limited resources, and honors the moral
imperative to care for the disadvantaged. Hear Dr. Berwick's perspective on the role of the
healthcare strategist in bringing new value to healthcare.
Sponsored in part by
Don Berwick, MD, is former Administrator at the Centers for Medicare and Medicaid Services, and founding CEO at the
Institute for Healthcare Improvement.
TUESDAY, SEPTEMBER 13 | 3:00–4:15 PM
SECOND CITY COMEDY SHOW: 20 YEARS WITH SHSMD
Grand Ballroom
Join us in celebrating SHSMD’s 20th anniversary as Second City performs a custom,
revue-style comedy show just for you.
Second City is The Legendary Comedy Theater in Chicago.
Sponsored in part by
10
#SHSMD16
KEYNOTES
WEDNESDAY, SEPTEMBER 14 | 7:00–8:30 AM
Breakfast served at 7:00 am
ELEVATE YOUR HEALTHCARE STRATEGY LEADERSHIP: SHSMD ADVANCE™
Grand Ballroom C-F
Job skills and requirements of healthcare strategists are changing. In the development of Bridging
Worlds: The Future Role of the Healthcare Strategist, SHSMD unveiled new skills, attributes, and
tools that expand critical competencies. Be among the first to view SHSMD ADVANCE™, a new
professional development roadmap that includes a self-assessment, hundreds of resources for skill
building, and new learning opportunities.
INNOVATIONS IN PATIENT EXPERIENCE: SHSMD STORYBOARD SHOWCASE
Grand Ballroom C-F
Hear from SHSMD storyboard presenters about new innovations in the patient experience, such
as new care delivery models, new services to meet consumer-driven needs, new digital campaigns,
patient storytelling, and digital strategies for patient engagement. See page 38 for a full list of the storyboards.
Storyboard Showcase sponsored in part by
Wednesday, September 14 | 11:00 am–Noon
Leading Others Through Difficult Times | Grand Ballroom C-F
We are living in tumultuous times where fear and doubt seem to dominate the landscape of the
healthcare field. However, in the midst of these radical shifts, successful people and healthcare
organizations not only learn how to flex and adapt to change but to embrace it as a welcomed friend.
During this power-packed keynote, peppered with humor and insight, you will explore simple truths
regarding your most significant competitive question: How well do I embrace change? You’ll take
away a number of practical strategies for staying positive and fostering a transformational culture,
and many motivational techniques for leading people through difficult times.
Chip Madera, MS, CSP, is a motivational healthcare speaker known as The Leadership Lion.
SHSMD | Celebrating 20 Years
Sponsored in part by
11
PRECONFERENCE EVENTS
Preregistration and extra fee required
Sunday, September 11 | 8:00 am–3:00 pm
Full-Day Intensive Session: Influencer Training
| Comiskey
The best healthcare strategists, whether planners, marketers, or communicators, are effective change agents and must
harness the skill of influence to inspire action. This leadership course, customized for healthcare strategists within
SHSMD, teaches proven behavior change strategies, and draws from the skills of many of the world’s best change agents.
Influencer Training is highly recommended for those working to expand their leadership skills and be seen as a key
resource in their organizations. The course addresses many of the behavioral attributes in SHSMD’s Bridging Worlds:
The Future Role of the Healthcare Strategist. Whether you’re managing a team of 10 or leading a large organization,
Influencer Training provides the skills to help change the behavior of others.
Mark Carpenter, VitalSmarts Master Trainer
Sunday, September 11 | 2:00–4:00 pm
Thought Leader Forum: Leading Transformational Changes
Panelists will include:
Plaza Ballroom
– Lee B. Sacks, MD, Executive Vice
Engage in executive dialogue around change leadership with a panel of top
executives whose organizations have recently undergone significant changes, such
as care model transformation, unconventional affiliations, large-scale acquisition,
new service retail strategy, and infrastructure or organizational changes. Learn
how they executed and managed change; key lessons learned; and how culture,
engagement, brand, and systems factored into the changes.
President and Chief Medical Officer,
Advocate Health Care; Chief Executive
Officer, Advocate Physician Partners
– Christopher O’Connor, Executive
Vice President and Chief Operating
Officer, Yale New Haven Health System
– Jeffrey Kraut, Executive Vice
President of Strategy and Analytics,
Northwell Health; Associate Dean
of Strategy, Hofstra Northwell
School of Medicine
The event will be moderated by Ryan Gish, Managing Director, Kaufman, Hall
& Associates LLC.
Sponsored in part by
SHSMD | Celebrating 20 Years
13
WORKSHOPS
Sunday, September 11 | 9:00–11:30am and 12:30–3:00pm
Virtual Visits, Retail Health, and Other
2.0 Strategies in a World of Disruptive
Innovations (Advanced) 9:00–11:30 am
Change Is Happening in Physician
Relations: Are You Ahead or Behind?
(Advanced) 9:00–11:30 am
The Power of Storytelling: How to
Showcase Your Expertise Through an
Online Brand Publishing News Site
(Advanced) 12:30–3:00 pm
Christi McCarren, Senior Vice
President of Retail Health and
Community Based Care, MultiCare
Health System
Alex Ellsworth, Director of Growth
Columbus IJ
Columbus IJ
Mindy Friedman, Planning and
Columbus EF
and Physician Relationship
Management, UHS of Delaware, Inc.
Susan Boydell, Partner, Barlow McCarthy
Tricia Anderson, Director of Business
Patrick Kane, Senior Vice President of
Marketing Communications and Business
Development, Cape Cod Healthcare
James Ylisela, President, Duff Media
Projects Director, Strategy Advantage
Development, Texas Health Resources
Partners
Dashboards and Reports that Will
Knock Your Socks Off! 9:00–11:30 am
Co-Creating Innovation: Design
as a Strategic Tool for Change
Building Physician Referrals with
Analytics and Best Practice Sharing
(Advanced) 12:30–3:00 pm
Columbus KL
Brittany Graffaginini, Marketing
Director, Ochsner Health System
Terri McNorton, Vice President,
Corporate Communications, Bon
Secours Health System
Journey Mapping with Rigor: PatientCentered and Scalable Insights that
Go Beyond HCAHPS 9:00–11:30 am
Columbus GH
Katy Rigsby, Vice President of Marketing
and Communications, OhioHealth
Steve Koch, General Manager, Cast&Hue
Russ Maloney, Senior Strategic
12:30–3:00 pm | Columbus GH
Torin Gilkey, Manager of Digital
Marketing, Boston Children’s Hospital
Columbus EF
Dustie Maguire, Regional Director
Catherine Mooney, Senior Digital
of Physician Relations and Industry,
LifePoint Health
Dave Wieneke, Vice President of
Lee Ann Lambdin, Vice President
Strategist, Charles River Interactive
Digital Strategy, Connective DX
of Strategy, Stratasan
An Interactive Brand Workshop:
Exploring the Five Principles of
Successful Brands 12:30–3:00 pm
Columbus KL
Tara Raeber Vail, Senior Director
of Marketing and Communications,
Ascension
Planner, Cast&Hue
Preregistration and extra fee required
14
Workshops are sponsored in part by
#SHSMD16
Check the session you want to attend!
CONCURRENT SESSIONS #1
Monday, September 12 | 9:45–10:45 am
strategic planning and
business development
Enterprise-Wide Access Strategy (Advanced) | Columbus KL
Rapidly evolving dynamics have made the process of planning the distribution of services, both physically and virtually,
across your care networks more challenging than ever before. This broad panel of industry experts will explore the concept
of planning for the “Enterprise-Wide Access Strategy.” Discussion will focus on the various environmental and industry
dynamics to explore how hospitals and health systems can determine the optimal future access strategy across their
enterprise. The panel will also present a construct that can help bring the key disciplines together—strategy, finance,
and facilities—to develop a more integrated access strategy and prioritize activities and investments.
Meta Dooley, Senior Vice President of Strategic Development, Catholic Health Initiatives
Jeff Kraut, Executive Vice President of Strategy and Analytics, Northwell Health
John Pierro, Senior Vice President of Facilities and Operations, Brigham and Women's Hospital
Rex Holloway, Regional Vice President, Hammes Company
strategic planning and
business development
Rapid Cycle Business Development (Advanced) | Plaza A
This presentation will focus on Hartford HealthCare’s rapid-cycle approach to business development. Hartford HealthCare,
through its multidisciplinary Research and Development Committee, has developed a fast-track approach to business plan
development and approval. The committee is responsible for the evaluation of business plans, including the incremental
and aggregate financial impact and ROI for any programs and services that support the strategic growth of Hartford
HealthCare. The process includes provision for ongoing monitoring of approved projects and the ability to “fail fast” and
make course corrections in a timely fashion.
Barbara Durdy, Director of Strategic Planning, Hartford HealthCare
Karen Goyette, Vice President of Strategic Planning and Business Development, Hartford HealthCare
digital engagement
Growing Referrals Using Emerging Technologies | Plaza B
Accelerating growth begins with a robust referral community. This session will guide participants through the process
of developing effective referring physician strategies and relationships. Through the experience of Henry Ford Health
System, the presentation will highlight a case study featuring Henry Ford Transplant Institute’s referral strategies and
infrastructure, which has solidified the health system as an industry leader. Participants will learn how the health system
developed and used multiple digital and emerging technologies to enhance communication with referring physicians and
ease the patient referral process, including the use of smartphone apps.
Ara Telbelian, Director of Marketing and Brand Management, Henry Ford Health System
Daniel Cobb, Chief Executive Officer, Daniel Brian Advertising
SHSMD | Celebrating 20 Years
15
CONCURRENT SESSIONS #1
Monday, September 12 | 9:45–10:45 am
Marketing Automation, Oh My! Lessons from Leading Health Systems | Columbus A-D
marketing
As healthcare marketers shift to utilize more digital marketing strategies and leverage multiple channels for
communication, they are quickly realizing that marketing automation technology should be part of their arsenal
for engaging many diverse audiences. From supporting automated communications to delivering personalized
“journey-based” interactions, marketing automation can drive increased conversions and optimize campaign execution
through efficiencies and real-time feedback. Hear from this panel of three leading health systems, all of which are
leveraging marketing automation technology in some capacity. Learn what they’ve accomplished, how it’s benefited
them, how it compares to “life before marketing automation,” and what results they’re realizing.
Robin Ward, Director of Customer Engagement and Analytics, Penn Medicine
Mark Samber, Director of Digital Strategy and Web Marketing, MUSC
Simon Yohe, Director of Digital, Orlando Health
Gary Druckenmiller, Vice President of Client Solutions, Evariant
analytics
and research
The Many Applications of Healthcare Analytics: Market Planning, Social Good, and Donor Acquisition | Columbus G
Many healthcare organizations mistakenly assume that big data analytics can only be applied in narrowly defined
scenarios, but the basic building blocks of analytics technology can be used to make decisions across many areas of
the organization. Featuring a case study of Cook Children’s Health Care System, this session will explore how analytics
can enhance multiple business initiatives from market planning to donor acquisition to achieving social goals.
Chris Pedigo, Assistant Vice President of System Planning, Cook Children's Health Care System
Bill Stinneford, Senior Vice President of Sales and Account Management, Buxton
public relations
and communications
Internal Communications: Simple, Nimble, and Effective | Columbus IJ
16
How does an academic medical practice communicate to 1,300 employees in more than 40 locations? In a human way. The
goal of Saint Louis University’s newly established internal communications plan at SLUCare Physician Group is simple: To foster
engagement while helping employees understand the practice’s objectives and how they fit into them. Communication is driven
by employee involvement with the goal of helping them become ambassadors of the brand. SLUCare tries to resonate with
employees beyond just presenting corporate strategy. The message to employees is simple: “Whether you know it or not, you
are an ambassador for our practice.”
Sarah Gladson, Director of Marketing, Communication, and Provider Relations, Saint Louis University
Tracy Santhuff, Marketing Coordinator, SLUCare Physician Group
#SHSMD16
Check the session you want to attend!
CONCURRENT SESSIONS #1
Monday, September 12 | 9:45–10:45 am
customer experience
Improving the Patient Experience Through a Focus on Access | Grand Suite 3
In healthcare, customer experience begins long before patients step foot in a hospital or doctor’s office. As a result, health
systems are investing more in initiatives to improve the way that patients access care across the organization. But, as many
systems have experienced, designing an access and referral process that focuses on satisfying patients’ growingly nuanced
needs requires immense organizational and technological support. In this session, patient access experts from Houston
Methodist Hospital will discuss the strategies and tools they have utilized to streamline a complex referral process and
create a better experience for both patients and providers.
Lisa Griffin, Director of Access, Houston Methodist Hospital
Pamela Ravare, Patient Access Manager, Houston Methodist Hospital
physician strategies
A Leadership Model to Advance the Future of Physician Relations (Advanced) | Coumbus H
Physician relations teams are growing. With larger teams comes the expectation for better results. Program leaders are
asked to interpret the demands of leaders, manage data, and keep a host of sales-types motivated and field-focused.
This session will focus on two case studies that demonstrate leadership techniques to address the internal and external
expectations with practical examples and demonstrated results. Attendees will see how reports can motivate everyone.
The session will end with a list of 10 must-haves to assure program leaders are nimble and ready to address their role
in the present environment and in the future.
Brian Borchardt, Director of Physician Relations, Baylor Scott & White Health
Summer Lesic, Group Director of Provider Relations, Mountains and North Denver Operating Group St. Anthony Hospital
Kriss Barlow, Principal, Barlow/McCarthy
leadership development
The Naked CEO: Surveys Say CEOs Are Not Impressed with Marketing. Let's Ask “Why?” | Columbus EF
Back by popular demand, “The Naked CEO” gives healthcare marketers a chance to grill a panel of hospital and health
system executives about expectations, assumptions, and coming changes. The previous panel, assembled eight years
ago, produced more laughs, less acrimony, and surprising frankness about CEOs’ predilections. Come ask the hard
questions about budgets, expectations, physician coddling, creative resistance, and reactive tendencies. Find out what
CEOs anticipate regarding changes in compensation, acquisitions, and consolidations, as well as system versus local
autonomy. Discover how to make marketing a higher priority.
Mitch Wasden, CEO, University of Missouri Health Care | Dr. Jeffrey Feit, CEO, Valley Health | Paul Schofield, CEO, Ogden Clinic
Carol Koenecke-Grant, Vice President of Strategic Services, Valley Health System | Jerry Hobbs, President, Prairie Dog|TCG
SHSMD | Celebrating 20 Years
17
CONCURRENT SESSIONS #2
Monday, September 12 | 11:45 am–12:45 pm
This session discusses telehealth as a rural outreach business development strategy for hospitals and health systems,
and demonstrates how the University of Mississippi Medical Center (UMMC) built and operates its successful Center
for Telehealth. In over half of Mississippi counties, patients must drive more than 40 minutes to receive specialty
healthcare. Using online video technology, UMMC provides remote medical care and public health services through its
Center for Telehealth, offering telemedicine, wellness care, disaster response, workforce and business development,
research, and health education throughout the state. Since the program began in 2003, the telehealth services have
helped more than half a million rural Mississippians in need.
analytics and
research
strategic planning and
business development
Telehealth as a Rural Business Development Strategy | Plaza B
Michael Adcock, Administrator, Center for Telehealth, University of Mississippi Medical Center
Jeff Cowart, Senior Vice President of Market Development and Public Affairs, University Health System
digital engagement
How to Make Your Patient Portal Indispensable | Columbus IJ
Before Facebook, YouTube, or even an electronic health record system, MD Anderson implemented its patient portal.
It has since become a critical component of the patient’s journey with over 75 percent usage. Attendees will learn how
to exceed the national average of 36 percent with tools like real-time results release, self-service, and incorporating
social work and patient advocacy. The presenters will discuss plans for being first to market with a unique approach to
implementing Epic’s myChart within this existing digital experience. The session will cover more than 15 years of best
practices to ensure this tool attracts, retains, and engages the consumer.
Todd Foster, Associate Director of Patient/Provider Solutions, MD Anderson Cancer Center
Megan Chavez, Executive Vice President, TOWER
marketing
No CRM? Here’s How to Prove Marketing Impact | Columbus A-D
18
What’s a marketer to do when challenged by hospital leadership to prove his or her impact to the bottom line without
the help of an automated customer relationship marketing (CRM) system? While many hospitals and healthcare
systems have implemented CRM software, others are still building the case or are perpetually finding themselves at
the bottom of IT’s priority list. These institutions may be looking for alternate strategies that demonstrate marketing’s
ability to create rich relationships with consumers that impact patient volumes and revenue. This session will explore
one institution’s journey toward proving the impact consumer marketing can have on driving patient visits and ROI
without CRM software.
Alicia Shoemaker, Senior Account Manager, Nationwide Children's Hospital
Michael Walsh, Senior Interactive Strategist, Nationwide Children's Hospital
#SHSMD16
Check the session you want to attend!
CONCURRENT SESSIONS #2
Monday, September 12 | 11:45 am–12:45 pm
marketing
Marketing Metrics that Matter: Determinants, Drivers, and Opportunities | Columbus KL
The need to measure the impact of marketing efforts has always existed, but the pressure to do so is growing and the
ability to do so has both grown and gotten more complicated. This session will provide an overview of the drivers
and challenges to provider-based marketing metrics. We will examine the implications of SHSMD’s ground-breaking
Marketing Metrics study as a “1.0” common ground baseline and the potential for “2.0” metrics in the future. And we
will profile the efforts of a hospital system (Christus Health) to develop a goal-driven marketing metrics structure across
its organization.
Preston Gee, Vice President of Strategic Marketing, Christus Health
David Marlowe, Principal, Strategic Marketing Concepts
public relations
and communications
30 Ideas in 30 Minutes: Crisis Tips from the Headlines | Columbus EF
A panel of hospital communicators will share stories—and lessons learned—from some of the most tragic headlines,
including the shootings in Orlando, San Bernardino, and Virginia. Their quick and actionable tips can help you prepare
for and respond to your next critical incident, whether activating your emergency plan, managing a horde of media, or
locking down facilities.
Chris Turnbull, Senior Public Relations Consultant, Carilion Clinic
Briana Pastorino, Media Relations Specialist, Loma Linda University Health
Kena Lewis, APR, Director of Public Affairs and Media Relations, Orlando Health
Thomas Becher, Senior Vice President, Neathawk Dubuque & Packett
customer experience
Greeting the On-Demand Consumer with Transparency to Drive Urgent Care Growth (Advanced) | Columbus G
How can you profitably grow your urgent care business? Is it possible to delight consumers and physicians alike?
How can you earn consumer respect and trust? How can you use urgent care to drive lifetime patient loyalty? This
session covers Sentara Healthcare’s journey to drive urgent care growth and profitability. Learn how the health system
embraced consumer-centered transparency—in the form of online scheduling, posted wait times, and provider
ratings and reviews—to increase patient volumes, improve the customer experience, and achieve profitability in
the urgent care setting.
Mary Sue Easmeil, Director of Patient Experience, Sentara Medical Group
Dr. Mark Weisman, Medical Director of Strategy, Informatics, and Innovation, Sentara Medical Group
Andrew Ibbotson, Vice President and General Manager, National Research Corporation
SHSMD | Celebrating 20 Years
19
CONCURRENT SESSIONS #2
Monday, September 12 | 11:45 am–12:45 pm
physician
strategies
Building the Physician's Practice in a Digital World | Plaza A
Digital terms, such as ROI, CTR, CRM, and CPM, are part of the new language of marketing. The shift from traditional
advertising to increased digital and public relations efforts have led to a new marketing approach for many hospitals
and health systems. Learn how Avera Health is using a multidisciplinary approach to marketing to build volume for new
physicians, and to deepen patient relationships with established providers.
Lindsey Meyers, Vice President of Public Relations, Avera Health
Jennifer Schultz, Vice President of Marketing, Avera Health
leadership
development
Get Your Innovation Center Moving at Startup Speed (Advanced) | Columbus H
20
The innovation models used at aggressive startups in the Silicon Valley and beyond can be applied to healthcare.
Attend this session to learn how one community health system in Cedar Rapids, Iowa, is modeling its innovation
initiatives after a highly effective startup culture to capture new ideas, validate them, and take them to market. Hear
how Mercy Medical Center is making innovation part of everyday life.
Tim Charles, President and Chief Executive Officer, Mercy Medical Center
Eric Engelmann, Founder and Chief Executive Officer, Geonetric
#SHSMD16
Check the session you want to attend!
CONCURRENT SESSIONS #3
Tuesday, September 13 | 9:00–10:00 am
strategic planning and
business development
Fulfilling the Potential: Integrating Cross-Continuum Telehealth in Health Systems | Plaza B
Are you making the right telehealth investments? Should you partner with a virtual visit vendor, invest in an
electronic ICU, or give scales to your heart failure patients? As healthcare expenses rise, consumers demand
affordable, convenient care; and as chronic diseases become more prevalent, virtual care might be the
solution we’re all looking for. Learn which telehealth services have ROI and what challenges early adopters
face integrating telehealth into their service delivery model. Hear how leaders at Thomas Jefferson University
Hospitals are improving access and efficiency with telehealth.
Judd Hollander, MD, Associate Dean for Strategic Health Initiatives, Sidney Kimmel Medical College
Alicia Daugherty, Managing Director, Advisory Board Company
digital engagement
Putting Personalization into Practice (Advanced) | Columbus EF
Targeted digital communications for marketing, population health, and fundraising is a powerful change sweeping
healthcare. However, it requires new skills, capabilities, content, and governance. Tailoring the message to the
user can be powerful and within our reach. How does the execution of a more personalized web and multi-channel
communications experience impact digital operations? What are reasonable expectations to promote within your
organization for these technologies? This session will establish a foundation for an exciting, but often superficially
treated topic, with clear guidance and concrete tips.
Fredrick Plaza, Senior Digital Campaign Manager, Penn Medicine
John Berndt, Chief Executive Officer, TBG (The Berndt Group)
Going All the Way: Health Systems as Health Insurers (Advanced) | Grand Suite 3
marketing
A recent survey from The College Board found that 28 percent of hospitals hope to launch their own insurance
plan within five years. The trend of hospitals getting into the full-risk insurance business is here to stay, and
payer market consolidation makes this inevitable for control of the patient lifecycle. Acquiring and retaining
insurance members is very different from traditional hospital-patient marketing. To accomplish this efficiently
and effectively, proven methods are critical to success. It takes a delicate balance of local brand leverage and
tested direct response marketing practices.
Lindsay Resnick, Chief Marketing Officer, Wunderman Health
Ramon Soto, Senior Vice President, Chief Marketing and Communications Officer, Northwell Health
Diane Ewing, System Vice President, Chief Communications Officer, Premier Health
SHSMD | Celebrating 20 Years
21
CONCURRENT SESSIONS #3
Tuesday, September 13 | 9:00–10:00 am
analytics and
research
Using Data-Driven Decision Making to Drive New Primary Care Volume: All Year Long (Advanced) | Columbus KL
Do you think about open enrollment as a fall campaign? Think again. What if you viewed open enrollment as an
opportunity to engage with patients, consumers, brokers, health plans, and employers all year long? Scripps Health
made the shift in 2015—using a data-driven approach to setting key performance indicators, tracking metrics, and
ultimately driving ROI with their annual primary care campaign. This initiative involved health plan co-branding,
new/expanded tools, and tracking, including an enhanced doctor finder and customer relationship management
system. The results include increased market share by recruiting and retaining primary care patients, and increased
marketing return on investment.
Christine Clay, Senior Director of System Marketing, Scripps Health
Mark D’Andrea, Director of Consumer Insights, Scripps Health
public relations and
communications
Behind the Scenes: The Benefits of Immersion for Journalists, Board Members, and Government Leaders | Columbus H
Attend this session to learn about the experiences of a Gannett News Organization reporter who observed Mission
Health from the board room to the operating room, filing a series of reports that ran over four consecutive weeks in
spring 2015. The outcome: a better understanding of the complexity of Mission Health’s role and the challenges it faces
in ensuring that high quality, effective care is available for everyone in the region. This session incorporates aspects
relevant to all healthcare strategists, and demonstrates how breaking through the usual barriers can explain healthcare
transformation in a lasting and meaningful way.
Rowena Timms, Senior Vice President of Government and Community Relations, Mission Health
Jon Ostendorff, Regional Communications and Advocacy Manager, Mission Health
Richard Bock, MD, Founder, Immersion Advisors
Community Relations 2.0: Up-Close-and-Personal Strategies to Take Your Stories Directly to Consumers and Influencers
public relations and
communications
Columbus IJ
22
A renaissance in the use of community relations strategies—reimagined and data-driven—is taking healthcare organizations'
stories directly to the community, and clearly aligning organizational reputation efforts with core business and market
development goals. Proactive community relations efforts can create a more fertile ground for marketing to consumers who
cite “reputation” as a major factor impacting their preferences for a hospital. Community relations is going from “tried
and true” to 2.0, a fresh way to deliver content person-to-person via community relationships. In the process, community
relations goes beyond the transaction or a quick impression to position the organization as a trusted partner.
Maria McClellan, Senior Community Relations Strategist, University of Vermont Medical Center
Susan Merryman, Vice President of Communications, OhioHealth | Kathleen Lewton, Principal, Lewton, Seekins & Trester
#SHSMD16
Check the session you want to attend!
CONCURRENT SESSIONS #3
Tuesday, September 13 | 9:00–10:00 am
customer experience
Lights, Camera, Action! Effective Storytelling Through Digital Channels | Columbus A-D
Learn how one health system has made a rapid conversion from a traditional marketing platform to an integrated,
digitally focused program. With careful planning, in less than one year, Lakeland Health introduced a super-search
engine optimization tool, developed a new corporate website under a responsive platform, and launched a customer
relationship management system to enhance patient wellness communications. All of these avenues need a continuous
content flow to drive engagement. Learn how the health system improved the visitor experience through integrated
health content, and built an award-winning internal videography department to leverage video to tell its story.
Megan Yore, Chief Communications Officer and Director of Marketing, Lakeland Health
physician strategies
Art or Science? Effective Physician Recruitment and Retention Requires Both | Plaza A
Imagine recruiting a high-demand specialist, including spouse and family, to a 94-bed hospital in a town with a
population below 20,000 in America’s far northeast border region. Location is a recruitment variable you cannot control. How
do you compete with high-visibility medical centers in popular cities with gentle climates, especially for acutely scarce
specialists in anesthesiology, orthopedic surgery, and dermatology? Hear how Canton-Potsdam Hospital combines
the discipline of science with the art of relationships to build a medical staff rivaling prestigious academic medical
centers. Learn how new techniques and proven best practices can be adapted and applied to your organization.
Carlos Alberto, Assistant Vice President of Medical Staff and Business Development, Canton-Potsdam Hospital
Tony Stajduhar, President, Jackson & Coker
leadership development
Bridging Worlds as a Model for Building and Advancing Integrated Strategy Teams | Columbus G
How do you build your "dream team" for success? Strategy leaders are challenged as never before to develop and
activate integrated staffing models that deliver proven results. SHSMD's Bridging Worlds report provides an invaluable
road map for building and activating highly effective strategy teams. How can the attributes and skills highlighted in
Bridging Worlds be applied to take your team to the next level? This session will allow participants to explore these
concepts through real-world case studies, gaining practical knowledge to apply within their own organizations whether
fine-tuning staffing around a specific issue or rebuilding an entire team.
Donna Teach, Chief Marketing and Communications Officer, Nationwide Children’s Hospital
Heather Prasad, Director of Strategic Planning, Thomas Jefferson University Hospitals
SHSMD | Celebrating 20 Years
23
CONCURRENT SESSIONS #4
Tuesday, September 13 | 11:00 am–Noon
strategic planning and
business development
Integrating Strategic Planning and Continuous Improvement: Five Tried-and-True Steps | Columbus IJ
This session will describe how to integrate strategic planning and performance improvement to deliver results. While the
process of developing a strategic plan may be well-known and widely practiced, integrating for performance improvement
results can be elusive and daunting. Using this five-step approach, there is virtually no chance of missing the mark. A
case study will be shared that highlights the hallmarks of planning and performance improvement: integration, alignment,
engagement, communication, and focus.
Jennifer Harrington, Vice President of Clinical Support Services, Anne Arundel Medical Center
Paula Widerlite, Chief Strategy Officer, Anne Arundel Medical Center
strategic planning and
business development
Freestanding Observation Care: Why? Patient Types? Economically Viable? | Columbus G
Observation patient care continues to be in flux, due to definition and payment changes. Yet the development of a
freestanding observation facility may offer a low-cost healthcare alternative. This session will consider the market,
patient types, physician interactions, and economics around freestanding observation care; how this model fits into
an organization’s system of care; and how Saint Joseph Mercy Health System moved forward with it.
Susan Wyman, Oncology Business Director, Saint Joseph Mercy Health System
Lisa DiSanto, Manager, Sg2
digital engagement
Connected for the Cure: How Susan G. Komen Uses Virtual Reality to Save Real Lives | Plaza A
24
Find out how Susan G. Komen Greater Kansas City developed a unique and emotionally charged virtual reality
experience that puts users into the avatar of a real-life breast cancer survivor. Discover how interactive healthcare
educational technology can be leveraged to impact target audiences with actionable messaging and possibly save
lives at the same time.
Carli Good, Executive Director, Susan G. Komen – Greater Kansas City
Bob Waddell, Account Supervisor, Muller Bressler Brown + hippo
#SHSMD16
Check the session you want to attend!
CONCURRENT SESSIONS #4
Tuesday, September 13 | 11:00 am–Noon
marketing
Patient Acquisition Campaign: Recruiting 2,000 New Primary Care Patients in One Year | Columbus A-D
This case study will examine how Boston Medical Center implemented an integrated, multichannel marketing campaign
to acquire more than 2,000 new primary care patients within one year. Using search engine optimization and digital
advertising as well as print, radio, and television, the campaign not only surpassed its goal, but generated more than
$1 million in net revenue. The session will highlight how physician buy-in was gained, how geotargeting and A/B testing
became critical to success, and other lessons learned along the way about optimization, message development, creating
a microsite, and measuring success.
Erica Neufeld, Director of Marketing, Boston Medical Center
analytics and research
Designing for the Healthcare Consumer Landscape: New Models and Tools (Advanced) | Columbus EF
Novant Health reorganized its marketing and communications function using classic organizational design principles
to enable the adoption of best-in-class consumer marketing techniques. In parallel, the health system conducted an
in-depth consumer segmentation exercise to guide its products and service offerings as well as its targeting efforts.
Consisting of nearly 50 percent of the market, two consumer segments—“eager and engaged” and “savvy and
connected”—are now the main focus. Predictive analytics also pinpoint the media channels that perform best for these
segments. Two case studies (integrated marketing mix modeling and brand journalism) show how Novant Health is
delivering positive and measurable results.
David Duvall, Senior Vice President of Marketing and Communications, Novant Health
Scott Davis, Chief Growth Officer, Prophet
public relations
and communications
Making the Most of Social Media: Managing Crisis and Improving Outreach | Columbus KL
How can social media truly help your organization grow and improve its image? Kathy Wilets and Libby Mitchell from
University of Utah Health Care will discuss how Twitter and Facebook can be your best friends in times of crisis, even
when the trolls come calling. They also will discuss mobilizing physicians and staff on social media to get the optimal
outreach. You'll learn how the organization used transparency and engagement to go from zero to hero in just 48 hours.
Libby Mitchell, Social Media Coordinator, University of Utah Health Care
Kathy Wilets, Associate Director of Media Relations, University of Utah Health Care
SHSMD | Celebrating 20 Years
25
CONCURRENT SESSIONS #4
Tuesday, September 13 | 11:00 am–Noon
customer experience
Using a Patient-Centered Approach for a System-Wide Website Redesign | Grand Suite 3
Being a health system in “The Sweetest Place on Earth®” means living up to high customer experience expectations.
To make its website as sweet as the town’s iconic chocolate bar, Penn State Milton S. Hershey Medical Center took a
patient-centered approach when redesigning its web presence. In this session, hear how Penn State used patient input
throughout the redesign and how those approaches influenced the design direction. Learn the basics of human-centered
design and discuss lessons learned from a redesign that included the websites of a health system, a children’s hospital,
and a college of medicine.
Jerry Griffin, Director of Web and Digital Services, Penn State Milton S. Hershey Medical Center
Matt Hummel, President, Red Privet, LLC
physician strategies
Successfully Engaging Physicians in Value-Based Initiatives: Strategy and Best Practice from the Frontlines of PhysicianHospital Collaboration (Advanced) | Plaza B
Around the country, provider organizations are finding themselves with a portfolio of expanding and increasingly important
physician assets and relationships. To be successful, the underlying economic and cultural challenges require effective
physician engagement and physician leadership. A case study by Athens Regional Health System, a 343-bed acute care
hospital with $460 million in net revenue and a large employed physician group, will demonstrate the importance of
presenting credible, actionable data to physicians and harnessing their innate problem-solving skills. It can work, it can
be fun, and it will improve the patient experience.
Geoffrey Cole, MD, Vice President of Ancillary Services, Athens Regional Health System
Christopher Beckham, Senior Manager, PYA
leadership development
Change Management for Healthcare Strategists: Core Principles to Help Your Organization's Next Big Change Succeed
(Advanced) | Columbus H
26
Research shows that approximately two-thirds of change initiatives in organizations fail. Faced with daunting odds
like these, how can healthcare strategists position themselves to better lead and communicate the significant changes
sweeping through the industry? This session will explore core principles in the field of change management that can
improve the odds that your next reorganization, process improvement, or behavior change initiative will achieve the
results your leadership wants. Through review of case studies from hospitals and health systems, the session will equip
communicators and planners with effective, real-world strategies to counsel their organizations through change.
Lu Anne Stewart, Senior Vice President, Hill + Knowlton Strategies
#SHSMD16
Check the session you want to attend!
CONCURRENT SESSIONS #5
Tuesday, September 13 | 1:45–2:45 pm
strategic planning and
business development
Building Execution into Strategy: How St. Vincent’s Health Services Effectively Adapted to Changing Times | Columbus A-D
St. Vincent’s Health Services (SVHS) was facing a dramatic shift in its competitive market. Crafting a highly
effective strategic response, SVHS expanded primary care and urgent care within a new primary care institute
model. The health system effectively operationalized the strategy through a collaborative process with exceptional
organizational engagement. Hear how SVHS built a strategy-execution platform to convert a great strategy into
effective implementation. Participants will also learn a theory and method to build execution into strategy for their
organizations to use.
Dianne Auger, Senior Vice President and Chief Strategy Officer, St. Vincent's Health Services
Andrea Simon, PhD, Principal and Founder, Simon Associates Management Consultants
digital engagement
Mobile: The Just-in-Time Patient Educator | Plaza B
The Children’s Specialty Care Center of St. Louis Children’s Hospital had three communication challenges: (1)
reaching parents prior to surgeries and procedures, (2) preparing the family and patient for the before- and aftercare, and (3) keeping parents updated during surgery and recovery. Creating a mobile SurgeryConnect app was the
answer. Learn how SurgeryConnect was designed—from conception to release—to solve the center’s challenges
while nurturing a “connection” with patients and families, and also producing a positive ROI.
Vicki Rhomberg, Manager of Surgical Services, St. Louis Children's Hospital
Susan Altman, Chief Operating Officer, Self Care Decisions
marketing
A Giant Transformation: The Fits, Starts, and Successes of the Northwell Health Rebrand (Advanced) | Columbus H
Imagine for a moment the sheer scale of a rebranding effort that includes 26 hospitals, more than 400 clinics and physician
practices, and more than 2,000 employed doctors. Add in a huge innovation and research operation spinning off clinical
solutions and new business ideas. Sprinkle on a relationship with a medical school and a nursing school redefining the
curriculum for how care providers are trained. Now, try to rebrand the entire thing under a single name and big idea. This
was the challenge at North Shore-LIJ, which relaunched in 2016 as Northwell Health.
Ramon Soto, Senior Vice President and Chief Marketing and Communications Officer, Northwell Health
Justin Wartell, Managing Director, Monigle
SHSMD | Celebrating 20 Years
27
CONCURRENT SESSIONS #5
Tuesday, September 13 | 1:45–2:45 pm
marketing
Woman Up: Marketing Campaign with Population Health Benefits (Advanced) | Columbus KL
University Hospitals (UH) is a large, $4 billion health system in northeast Ohio with 26,000 employees. UH Seidman Cancer
Center is part of an NCI-designated cancer center with 17 locations. Woman Up began as a marketing campaign designed
to increase screening mammograms in northeast Ohio and to strengthen the perceptions of UH Seidman Cancer Center.
Secondary data was analyzed extensively to understand perceptions of the target audiences. This data was used to develop
the campaign theme and tactical elements. An extensive multi-channel campaign was launched in September 2014. Results
from the campaign show increases in compliance, volumes, and revenues.
Phyllis Marino, Vice President of Integrated Marketing, University Hospitals
Kathleen Stroh, Director of Field Marketing Oncology, North America, Philips
public relations and
communications
Consensus-Built Reputation: How to Unite the Masses and Unleash Storytelling Power Throughout Your Organization
(Advanced) | Grand Suite 3
Most healthcare organizations crave a unified communications strategy that represents and differentiates their organization.
But is it a myth? In fact, the key to making this a reality is a principle that each of us already implements in our own lives.
Yet, few organizations ever establish and harness this missing link. During this case study session featuring Parkview Health,
the presenters will encourage you to consider your organization’s personality—and perception—in a completely new way.
Learn how to define organizational personality, unify storytelling, and manage reputation with new tools and methods, all
while building an engaged internal army.
Danette Fitzgerald, Vice President of Marketing and Communications, Parkview Health
Scott Ochander, Co-Founder, Dartlet LLC
public relations and
communications
Role of the Communicator in Crises: Dissecting Tactics, Strategies, and Actions in Managing a Crisis | Columbus G
28
What does your CEO want from you in a crisis situation? Learn the five keys of crisis communication for healthcare,
including strategies and tactics to best manage biased or hostile media. This session will feature case studies and best
practices to illustrate what it takes to manage and control a crisis. Also, participants will learn the “seven golden rules”
of managing crisis communication and effective crisis media relations tactics.
Greg Feirn, Chief Executive Officer, LCMC Health
John Deveney, President, DEVENEY
#SHSMD16
Check the session you want to attend!
CONCURRENT SESSIONS #5
Tuesday, September 13 | 1:45–2:45 pm
customer experience
Improving Consumer Experience: Lessons from Other Industries (Advanced) | Columbus EF
Many healthcare organizations are looking to develop advanced consumer knowledge and consumer-oriented strategies
to optimize the patient experience. Looking beyond healthcare provides valuable insights. Other industries have long
employed tools and techniques to better understand and reach consumers. Learn the latest forces catalyzing healthcare
consumerism, best practices for developing consumer insights, and strategies utilized by companies such as Best Buy,
Crayola, and Walgreens—and how such techniques apply to healthcare. Attendees will also hear from one healthcare
provider who is taking techniques not specifically designed for healthcare providers and applying them successfully in
the provider environment.
Eric B. Lo Monaco, Director of Diagnostic and Interventional Radiology, Community Hospital of the Monterey Peninsula
David Crosswhite, Senior Vice President, Kaufman, Hall & Associates, Inc.
Dan Clarin, Senior Vice President, Kaufman, Hall & Associates, Inc.
physician strategies
If You Build It, Will They Own It? Physician Engagement in Service Line Planning | Plaza A
Service line planning requires physician input to be successful. In 2014, Southcoast Health System employed a highly
participative model with its primary care leadership to build a robust plan, which balances market growth needs with
efficiency, access, quality, and patient and physician satisfaction. The starting point was one of skepticism and lack of
accountability. The final result was a plan with a vision that supported the system’s overall primary care strategy and
articulated specific initiatives supportable by physicians. This lookback will be relayed by the chair of this effort, who
himself is a practicing primary care physician.
Robert McGowen, MD, Physician, Southcoast Health
Todd Herrmann, President, Cadensus
leadership
development
Reengineering Marketing for the New Healthcare World (Advanced) | Columbus IJ
In late 2014, Jill Austin, the chief marketing officer at Vanderbilt University Medical Center (VUMC), was challenged by
her leadership. VUMC is a recognized leader in clinical analytics, genomics, and other clinical innovations. How would the
marketing team stake the same leadership claim in their field? What started with an intense three-day visioning process
turned into a year-long effort to reengineer the organization’s entire approach to marketing. Throughout 2015, the team
continued to reconstruct their approach to marketing—evaluating and evolving their department structure, professional
development program, marketing plan, and more.
Jill Austin, Chief Marketing Officer, Vanderbilt University Medical Center
Chris Bevolo, Executive Vice President, ReviveHealth
SHSMD | Celebrating 20 Years
29
CONCURRENT SESSIONS #6
Wednesday, September 14 | 8:30–9:30 am
strategic planning and
business development
The Jackson Story: Planning and Marketing a Health Village | Columbus G
This educational session touches upon virtually all SHSMD professional tracks. The Jackson Story is the account of a
strategic initiative resulting in the development of Meridian Health Village at Jackson, a three-story, 150,000-squarefoot, community-based, health/fitness/wellness center. This presentation focuses on the consumer-centric planning,
implementation, and communications which were key to turning this concept into a reality for the local community.
Rebecca Wolff, Director of Corporate Planning, Meridian Health
Ryan Younger, Senior Director of Marketing, Meridian Health
digital engagement
Thinking Outside of the Healthcare Box: How Emerging Technology Will Impact Patient Experience | Columbus IJ
The world of interacting with your patients is on the verge of radical change. A revolution of emerging technologies is now a
part of everyday life. Learn insights behind this vast space and how to apply digital technologies to your brand and patient
experience. Hear how Tufts Medical Center is using emerging technology to push patient experience in new directions.
Allison Wendorf, Manager of Public Affairs, Tufts Medical Center
Melissa Tait, Senior Vice President of Technology and Project Management, Primacy
Dagmara Scalise, Assistant Vice President of Account Management, Primacy
Marketing Prioritization Alignment and Dashboard Reporting (Advanced) | Columbus EF
marketing
Is your leadership aligned on marketing priorities and goals? Do you have a marketing dashboard that makes your
team accountable, and provides a communication tool for reporting on marketing impact and success? At a time when
opportunities for marketing investment continue to grow—but budgets remain stable or are declining and staff resources
are stretched—establishing marketing priorities is increasingly important. Once priorities are established, equally
important is reporting on impact and holding staff accountable for meeting goals. Gundersen Health System will share
easy-to-execute ideas and applications.
30
Pamela Maas, Chief Business Development and Marketing Officer, Gundersen Health System
Julieann Paulson, Service Line Marketing Consultant, Gundersen Health System
Liz Ritter, Planning and Development Analyst, Gundersen Health System
#SHSMD16
Check the session you want to attend!
CONCURRENT SESSIONS #6
Wednesday, September 14 | 8:30–9:30 am
analytics and research
Fill that Clinic: How Targeted Consumer Outreach Can Drive Revenue Growth | Columbus CD
Healthcare marketers have a wealth of data resources and analytical tools to choose from, but turning these raw
materials into profitable business decisions remains a challenge. How can marketing organizations identify actionable
consumer insights, and apply these insights to deliver compelling return on investment? In this session, you will learn
how North Memorial Health Care and Carrot Health combined medical records and consumer data to develop a novel,
highly targeted approach to consumer outreach for a new urgency center facility in Minneapolis. Discussion topics
include data resources, analytical techniques, and insights on consumer propensities and marketing tactics.
Eric Schaefer, Director of Business Development, North Memorial Health Care
Kurt Waltenbaugh, Founder, Carrot Health, Inc.
public relations and communications
Renovating an Internal Communications Infrastructure to Enhance Employee Engagement: Data-Based Design
Drives Dramatic Results (Advanced) | Columbus AB
How does one of the largest academic health systems in Texas communicate with its 12,000 healthcare workers,
and faculty members when they’re spread out across the state and caught up in their own “silos” of work? The
University of Texas Medical Branch (UTMB) was growing rapidly, and employees felt disconnected and unsure of
where the health system was headed. Managers knew communication with their staff was important, but weren’t
sure what to say. A transformational change was needed. Learn how UTMB created a new internal communications
initiative for “two-way” communication, focusing on feeding content to managers for regular communications
sessions with employees in all work areas.
Steven Campbell, Vice President of Marketing and Communications, The University of Texas Medical Branch
(UTMB Health)
Mary Havard, Associate Vice President of Marketing and Communications, The University of Texas Medical
Branch (UTMB Health)
SHSMD | Celebrating 20 Years
31
CONCURRENT SESSIONS #6
Wednesday, September 14 | 8:30–9:30 am
physician strategies
Quantifying the Value and Impact of Physician Relations Programs: An ROI Model from Emory Healthcare | Columbus H
Physician liaisons are a critical component of most physician relations programs. Yet, quantifying and communicating
their value to internal stakeholders can be challenging as much of the work they do tends to be less visible to senior
leadership. In this session, learn about the data-driven framework Emory Healthcare applied to its physician relations
program to identify the value and impact of physician liaisons, and communicate clear ROI statistics to internal
stakeholders and leadership.
Lori McLelland, Corporate Director of Market Development, Emory Healthcare
Cary Overmeyer, Senior Marketing Research Manager, Emory Healthcare
leadership development
Evolution or Revolution: Your MarCom Department Must Change | Columbus KL
32
Healthcare is evolving rapidly, which has changed the approach used by marketing and communication professionals.
Although necessary, assessing and reengineering a marketing and communication department is incredibly difficult
to navigate on your own. Attendees will learn how to approach design, incorporate best implementation practices, set
priorities for marketing and communications resources, and better align themselves with the organization's vision and
strategic plan. This session will help participants build a case for change in their organizations, and provide guidance to
help them reach their ultimate destination. Presenters will also share lessons learned: the good, the bad, and the ugly.
Alan Shoebridge, Senior Director of Brand Marketing, Providence Health and Services
Tamara Graves, Senior Director of Marketing, Communication Operations, and Strategy, Providence Health and Services
#SHSMD16
Check the session you want to attend!
CONCURRENT SESSIONS #7
Wednesday, September 14 | 9:45–10:45 am
Unique Experiences for Local Employers by Connecting Through Data Analytics and Lifestyle Demographics (Advanced)
strategic planning and
business development
Columbus AB
In transitioning from episodic care to population health, the strategic planning team at Kish/Northwestern looks at
care delivery from a consumer perspective. Using data and personalized outreach, the health system has forged better
community relationships by understanding the challenges and health cost concerns of local employers. Learn how, with
a highly personalized strategy, Kish/Northwestern uses six strategic approaches to help develop stronger community
connections, which have led to increased access to hospital services, use of preventive screenings without overuse, and
greater awareness of the system brand as a trusted health resource and not just a place to go to when ill.
Dawn Roznowski, Director of Community Wellness and Employee Health, Kishwaukee Health/Northwestern Medicine
Susan Plumer, Vice President of Healthcare Sales, Strategic Health Services
Reputation + Location Data Management = A Healthy Holistic Marketing Approach | Columbus CD
digital engagement
While the healthcare industry is typically three to five years behind technology trends, hospitals and other providers
are starting to fully realize the importance of social and hyper-local marketing—including formal ratings and informal
reviews—as a significant driver of patient engagement. Healthcare professionals will discuss how providers and
marketers can bolster their local listings and social reputation through a holistic approach to marketing efforts.
This session will include a discussion on physician and hospital ratings, transparency, managing location data, and
capitalizing on “near me” moments to better engage patients.
Christine Bon, Manager of Digital Marketing and Communications, Advocate Health Care
Mayura Kumar, Director of Digital Strategy, Advocate Health Care
Julie Feingold, Senior Online Marketing Specialist, Duke Health
Andrew Rainey, Executive Vice President of Strategy and Corporate Development, Binary Fountain, Inc.
Amanda Bury, Managing Director of Healthcare, SIM Partners
marketing
Marketing and Capital Investments Are the Same. Wrong? No, Right! | Columbus H
Think marketing and capital investment allocations are polar opposites? Think again. Learn how one academic medical
center adopted a process for capital allocation to apply analytics, shared decision making, and transparency to marketing
strategy and system-wide decision making. Learn how to develop a marketing advisory committee and market-readiness
assessment tool to support your strategy.
Amy Comeau, Corporate Director of Marketing, Emory Healthcare
SHSMD | Celebrating 20 Years
33
CONCURRENT SESSIONS #7
Wednesday, September 14 | 9:45–10:45 am
Hospitals in the Age of Digital Storytelling | Columbus IJ
marketing
Now that you have a website, social media feeds, and an e-mail program, you need to fill them with content that
engages and activates your audience. This panel will provide insights on what makes for compelling engagement
content, strategies for capturing and creating that content, tactics for growing your audience and evolving your
program over time, and guidelines for respecting the patient's right to privacy in the process.
David Arrington, Chief Branding Officer, Stanford University School of Medicine
Megan Stanley, Senior Digital Director, The Ohio State University Wexner Medical Center
Rich Mintz, Executive Vice President, Blue State Digital
Katie Wiley, Vice President, Blue State Digital
analytics and research
Using Advanced Analytics to Drive Your Patient Experience (Advanced) | Columbus G
Learn how Community Health Network (CHNw), a leading Midwest health system, used an analytical technique called
MaxDiff (maximum-difference or best-worst scaling) to leverage insight from consumer research, enabling healthcare
strategists to prioritize which functional, communications, and human resource development actions would have the
greatest impact. After presenting an overview of MaxDiff scaling, hear how CHNw is using the analytical technique to
shape the patient experience strategy, including its implementation, impact, and results.
Dixie Platt, Vice President of Marketing and Communications, Community Health Network
Mark Rudzinski, Principal, Rockpile Strategies LLC
customer experience
Bringing Financial Wellness into the Conversation | Grand Suite 5
34
Learn how Metro Health was challenged by its board of directors to demonstrate commitment to both the financial and
physical well-being of patients. Interdepartmental collaboration between marketing and financial services produced
an award-winning campaign that improved market share and cash flow, and held bad debt at bay. Recognizing that
the patient’s financial experience impacts the overall experience with care, Metro Health extended its focus on patient
satisfaction beyond its consistently high HCAHPS scores. This program to improve financial wellness has yielded high
patient satisfaction results and a positive social impact.
Ellen Bristol, Director of Internal Communications and Public Relations, Metro Health
Nicole Turgeon, Senior Marketing Manager, CarePayment
#SHSMD16
Check the session you want to attend!
CONCURRENT SESSIONS #7
Wednesday, September 14 | 9:45–10:45 am
physician strategies
Clinically Integrated Networks, ACOs, and Physician Alignment…the Current Strategic Landscape and Critical Skills for the
Journey (Advanced) | Columbus EF
In a special collaboration between the American Association of Physician Liaisons and SHSMD, physician strategy
leaders from across the country will share how hospitals and health systems are effectively aligning with doctors in
clinically integrated networks, ACOs, and other partnerships. The panel will provide insights on the current healthcare
landscape, present leading strategies for successful clinical partnerships, and identify the tools and skills needed to
implement these strategies. The recommendations shared in this session are supported by case studies and a national
survey of physician relations professionals.
Lorraine DeLuca Placido, System Director of Physician Relations & Recruitment, Main Line Health
Alex Ellsworth, Director of Growth and Physician Relationship Management, UHS of Delaware, Inc.
Brian P. Borchardt, Director of Physician Relations, Baylor Scott & White Health
leadership development
Feel the Fear and Do It Anyway: Improvisation Skills to Enhance Your Messaging, Productivity, and Presence | Columbus KL
No PowerPoint. No buzzwords. No sales pitches. This session features just high-energy fun and practical strategies to
improve creativity and consumer engagement through techniques adopted by market leaders, such as Google, PepsiCo,
and McKinsey. Learn how to reduce stress, boost creativity, and improve collaboration, team morale, and your life with
techniques hailed by Harvard Business Review, Forbes, and Inc.
Kayla Anderson, Marketing Manager, True North Custom
Jacob Moore, Managing Editor, True North Custom
Eric Silberman, Executive Vice President, True North Custom
Jason Skinner, Chief Marketing Officer, True North Custom
SHSMD | Celebrating 20 Years
35
PASSPORT TO PRIZES
EXHIBITS
VISIT Passport to Prizes participating
vendors in the Exhibit Hall for a chance
to win one of many fabulous prizes! Be
sure to ask a booth representative to
stamp your passport, then drop off your
completed passport at the SHSMD
Booth (Booth #611) no later than
10:30 am on Tuesday, September 13.
Riverside Exhibit Hall Map
711
713
715
712
714
716
Solution Spotlight
COFFEE
Theater
EXHIBIT
SCHEDULE
1400 1402 1404 1406 1408 1410 1412 1414 1416 1418 1420 1422 1424
1400 aisle
603
605
607
604
606
608
1034
600 aisle
1033
1134
1133
1234
1031
1132
1131
1232
1029
1130
1129
1230
1126
1125
1231
618
BEV
Sunday,
September 11
611
612
6:30–8:30 pm
1332
Exhibit Hall
Welcome
Reception
1030
519
503
505
507
511
513
518
1028
508
512
407
411
514
1026
1225
1326
1226
1025
F&B
517
504
1228
1027
500 aisle
Monday,
September 12
516
419
1100 aisle
1022
403
405
413
BEV
1019
417
1120
1219
1119
1020
400 aisle
1317
406
408
412
414
416
307
311
313
315
EAST
1316
1115
319
1114
300 aisle
304
308
312
205
1113
318
314
316
1314
1212
1110
317
211
1100 aisle
F&B
WEST
1213
1214
1109
1210
1209
1310
3:30–5:30 pm
1313
Exhibit Hall
Networking
Reception
1309
1305
BEV
200 aisle
206
208
105
107
ENTRANCE
111
103
COFFEE
218
40
106
108
110
Permanent
Hyatt
Structure
1204
116
1000
1100
Tuesday,
September 13
7:30–9:00 am
Breakfast
with Exhibitors
10:00–11:00 am
1100 aisle
100 aisle
104
1103
Refreshment
Break with
Exhibitors
1315
1311
1312
1200 aisle
303
1300 aisle
404
10:45–11:45 am
1200
Refreshment
Break with
Exhibitors
#SHSMD16
EXHIBITORS
1408
AchieveIt
318
DataBay Resources
511
Adspace Networks, Inc.
712
DMD Marketing Corp
608
The Advisory Board Company
319
AirMethods/Direct Patient Logistics
1130
1132
1310
416
1113
1225
Americaneagle.com
Angio Screen
1131
307
1019
412
Baird Group
1103
Baldwin Publishing
1028
Barlow/McCarthy
716
blr | further
1312
304
Bluespire Marketing
419
BrandActive
1120
BrandHub
1210
1129
1200
Buxton
618
313
1315
1115
Cardinal Pointe Communications, Inc.
1234
Care Publications
1204
Carena, Inc.
1414
711
Chicago Style SEO
1219
404
Clariture Health
612
715
DocASAP
Doximity, Inc.
Echo, a HealthStream Company
Eruptr, LLC
Evariant
Frederick Swanston
Fulcrum Research Group
General Growth Properties (GGP)
Geonetric, Inc.
GLC
Greystone.Net
Hammes Company
HCCG, Inc.
Healthcare Success
HealthDay
Healthgrades
HealthLink Dimensions
1000
Coffey Communications
1404
HealthMed Media
1114
Connect Healthcare
1230
Hughes design|communications
1400
Cooper Signage & Graphics
1311
Icon
1309
Corbin Design
1317
image.works
1418
Core Creative
1030
IMS Health
Daniel Brian Advertising
1100
Influence Health
110
SHSMD | Celebrating 20 Years
1025
713
1126
408
Intellimed International Corp.
Isenberg School of Management,
UMass
K2MD Health
KidsHealth
1314
Klein & Partners
1029
Kyruus
517
Laughlin Constable
603
LCP360
514
LexisNexis
604
LinkMD, Inc.
417
LionShare
505
locr GmbH
606
LVM Systems
518
magnetmailers.com
206
Manifest
503
MarcomCentral
1119
Maricich Health
316,
1316
MarketWare Health Systems
519
Mayo Clinic
1332
mbb+hippo
507
1226
303
McDaniels Marketing
McMahon Custom Media
Medicom Health Interactive
41
EXHIBITORS
1213
MedTouch
516
RadioMD
413
Tea Leaves Health
106
Meltwater
104
ReachLocal
205
Ten Adams
1422
Milner-Fenwick, Inc.
607
Red Privet
1228
mms, inc.
403
Remedy
MobileSmith
714
Reputation.com
1027
Truvant Consulting
211
Monigle Associates
ReviewTrackers
1110
Truven Health Analytics,
an IBM Company
1034
U.S. News Hospital Data Insights
1402
UltraScope
605
111
Morpace
406
The Roberts Group, Inc.
Myelin Communications
108
RR Donnelley
AVID Design
311
Saepio Technologies
HY Connect
PARTNERS+simons
1209
411
NewClients Direct
Nucleus Medical Media
1313
The O'Brien Media Group
1134
105
Omaha Steaks
On-Site Studios
Pandora Media
1022
PatientPoint
1031
Point Across Media
1231
Primacy
513
1109
1305
1326
611
National Research Corporation
1033
103
1420
Private Health News
PRC/Professional Research
Consultants
1410
218
1026
Scorpion
Sg2
Society for Healthcare Strategy &
Market Development
SpecWorks, Inc.
116
TroparÈ, Inc.
308
Dodge Communications
42
1412
314
1212
True North Custom
Valence Health
Vericom - A Spectrio Company
414
VLucas: Women’s Health Consultants
508
Wainscot Media
1125
Wax Custom Communications
SPM Marketing & Communications
504
WebMD
Springboard Brand & Creative
Strategy
208
Wolters Kluwer
407
WriterGirl & Associates
1214
StayWell
1020
Stericycle Communication Solutions
1424
Storycast
317
Strata Company
107
Stratasan
405
Strategic Health Services
512
Swanson Russell
1416
SWITS Translations
1133
Taylor Healthcare
1406
Xpressdocs
1232
Yext
315
YourCareEverywhere
#SHSMD16
EXHIBITORS
digital engagement
 Advisory Board Company  AirMethods/Direct Patient Logistics  Americaneagle.com  AVID Design  Baldwin Publishing, Inc.
 Bluespire Marketing  BrandHub  Cardinal Point Communications  CARE2GO - from Care Publications, Inc.  Chicago Style SEO
 Clariture Health  Coffey Communications  Cooper Signage & Graphics  Daniel Brian Advertising  DMD Marketing Corp  DocASAP
 Eruptr  Frederick Swanston  Geonetric  Greystone.Net  HCCG, Inc.  HealthDay  Healthgrades  HealthLink Dimensions
 Influence Health  KidsHealth  Klein & Partners  Kyruus  Laughlin Constable  LCP360  LinkMD, Inc.  Manifest  Mayo Clinic
 mbb+hippo  Medicom Health Interactive  MedTouch  Milner-Fenwick, Inc.  MobileSmith  National Research Corporation
 Nucleus Medical Media, Inc.  On-Site Studios  Pandora Media  PARTNERS+simons  PatientPoint  Point Across Media  Primacy
 RadioMD  ReachLocal  Red Privet  ReviewTrackers  Scorpion  SPM Marketing & Communications  StayWell  Stericycle
 Swanson Russell  Tea Leaves Health  Ten Adams  TroparÈ, Inc.  Vericom - A Spectrio Company  Wainscot Media  WebMD
 Yext  YourCareEverywhere
business
development
 AchieveIt  Advisory Board Company  Baldwin Publishing, Inc.  blr | further  BrandActive  BrandHub  DataBay Resources
 Dodge Communications  Greystone.Net  Hammes Company  Healthcare Success, LLC  Healthgrades  image.works
 Intellimed International Corp.  Isenberg School of Management, UMass  LexisNexis  MarketWare  Sg2
 Springboard Brand and Creative Strategy  StayWell  Stratasan  Strategic Health Services  True North Custom
 U.S. News Hospital Data Insights  Valence Health  VLucas: Women's Health Consultants  YourCareEverywhere
 AchieveIt  AirMethods/Direct Patient Logistics  Angio Screen  Barlow/McCarthy  General Growth Properties  Hammes Company
 IMS Health  Isenberg School of Management, UMass  MarcomCentral  Mayo Clinic  McMahon Custom Media
 Medicom Health Interactive  NewClients Direct  Saepio Technologies Strategic Health Services
 UltraScope  VLucas: Women's Health Consultants  Xpressdocs
marketing
strategic
planning
Browse Exhibitors by Category:
 Adspace Networks, Inc.  AVID Design  blr | further  Bluespire Marketing  Cardinal Point Communications  Chicago Style SEO
 Clariture Health  Coffey Communications  Corbin Design  Core Creative  Daniel Brian Advertising  Doximity
 Echo, a HealthStream Company  Eruptr  Evariant  Frederick Swanston  General Growth Properties  Geonetric
 GLC  Healthcare Success, LLC  HealthLink Dimensions  HealthMed Media  Hughes design | communications  Icon
 image.works  Influence Health  K2MD Health  Laughlin Constable  LCP360  LionShare  locr GmbH  LVM Systems, Inc.
 magnetmailers.com  MarcomCentral  mbb+hippo  McDaniels Marketing  McMahon Custom Media  mms, Inc.
 NewClients Direct  Nucleus Medical Media, Inc.  Omaha Steaks  Pandora Media  PARTNERS+simons  Primacy
 Private Health News  ProHealth Staffing  RR Donnelley  ReachLocal  Remedy  Reputation.com  Saepio Technologies
 Scorpion  SpecWorks, Inc.  SPM Marketing & Communications  Springboard Brand and Creative Strategy  Storycast
 Strata Company  Swanson Russell  Taylor Healthcare  Ten Adams  The O'Brien Media Group  The Roberts Group
 TroparÈ, Inc.  True North Custom  UltraScope  Vericom - A Spectrio Company  Wainscot Media  Wax Custom Communications
 Wolters Kluwer  WriterGirl & Associates  Xpressdocs
SHSMD | Celebrating 20 Years
43
EXHIBITORS
physician
strategies
customer
experience
public relations
and communications
analytics
and research
Browse Exhibitors by Category:
44
 BrandActive  Buxton  Connect Healthcare  DataBay Resources  Fulcrum Research Group, LLC  IMS Health
 Klein & Partners  LionShare  Meltwater  Morpace  National Research Corporation
 PRC/Professional Research Consultants  Sg2  Stratasan  Tea Leaves Health  Truven Health Analytics, an IBM Company
 U.S. News Hospital Data Insights  Valence Health
 Adspace Networks, Inc.  Core Creative  Dodge Communications  GLC  HealthMed Media  Hughes design | communications
 Icon  K2MD Health  magnetmailers.com  Maricich Health  McDaniels Marketing  Meltwater  On-Site Studios  Remedy
 SpecWorks, Inc.  Storycast  SWITS Translations  Taylor Healthcare  The O'Brien Media Group  The Roberts Group
 Wax Custom Communications  WriterGirl & Associates
 Americaneagle.com  AngioScreen  Baird Group  CARE2GO - from Care Publications, Inc.  Carena, Inc.  Connect Healthcare
 Cooper Signage & Graphics  Corbin Design  DocASAP  Echo, a HealthStream Company  Fulcrum Research Group, LLC
 HCCG, Inc.  HY Connect  KidsHealth  locr GmbH  Manifest  MedTouch  MobileSmith  Morpace  Omaha Steaks  PatientPoint
 Point Across Media  RR Donnelley  Red Privet  Reputation.com  ReviewTrackers  SWITS Translations  Wolters Kluwer  Yext
 Kyruus  LexisNexis  LinkMD, Inc.  Barlow/McCarthy  Carena, Inc.  DMD Marketing Corp  Doximity  Evariant  HealthDay
 Intellimed International Corp.  LVM Systems, Inc.  MarketWare  mms, Inc.  Private Health News  RadioMD
 Strata Company
#SHSMD16
SHSMD 2016 AWARD CEREMONY
The Society for Healthcare Strategy & Market Development is pleased to announce the following award and
recognition recipients. The following recipients will be recognized on Monday, September 12, at 8:00 am:
SHSMD LEADERSHIP EXCELLENCE AWARD: TERRI MCNORTON
The SHSMD Leadership Excellence Award (formerly the Award for Individual Professional Excellence),
honors the best and brightest healthcare marketers, planners, and public relations/communications
practitioners—individuals who are truly exemplars of the strategy professions. This year's recipient is
Terri McNorton.
Terri is currently Vice President of Corporate Communications at Bon
Secours Health System in Marriottsville, MD. She also served as the Vice
President of System Marketing at Ochsner Health System in New Orleans.
Terri was selected for this award based on outstanding achievements in
the following areas:
–– Innovation in the practice of the strategy disciplines
–– Enhancement of the profession
–– Exceptional personal qualities and leadership abilities
–– Stewardship
–– Career achievements and progression
As one of Terri’s nominators stated "Terri is thoughtful, intelligent, and understands
how to keep her organization on the forefront of trends before they become a trend."
SHSMD RISING STAR: Lisa A. Crockett
The SHSMD Rising Star designation is granted to strategists under the age of 40 who are making a meaningful
difference and are on a trajectory for future success within the healthcare strategy professions. This year, SHSMD
recognizes Lisa Crockett, the Senior Director of Strategy and Planning at Providence Health & Services located in
Washington. Her work has demonstrated potential for leadership, demonstrated achievements, a commitment to
advancing the profession, and innovative work.
Please join us in congratulating these recipients at the award ceremony.
SHSMD | Celebrating 20 Years
45
MEET THE SHSMD BOARD
President
Larry Margolis
Managing Partner | SPM Marketing
and Communications | LaGrange, IL
President-Elect
Ruth Padilla Portacci
Principal | Healthcare Strategy
Partners | Nashville, TN
Immediate Past President
Christine Gallery
Ryan Gish
Alan Shoebridge
Managing Director
Senior Director of Marketing
Operations
Kaufman, Hall & Associates, Inc.
Skokie, IL
Providence Health & Services
Portland, OR
Rose Glenn
Camille Strickland
Senior Vice President of
Communications and Chief
Marketing Officer
Senior Director of Marketing
and Communication
Henry Ford Health System
Detroit, MI
Orthopaedic Institute
for Children
Los Angeles, CA
Bill Hennessey
Holly Sullivan
Vice President—Mission
Mercy Springfield Communities
Senior Vice President
Springfield, MO
Hammes Company
Warrenville, IL
Rick Ayers
Lisa E. Henry
Donna Teach
Vice President of Public
Relations and Marketing
Director of Marketing and
Health Link Call Center
Chief Marketing and
Communication Officer
Wellspan Health
York, PA
Mary Washington Healthcare
Fredericksburg, VA
Nationwide Children’s Hospital
Columbus, OH
Kriss Barlow
Jeffrey Kraut
Jennifer Wilkerson
Principal
Executive Vice President of
Strategy and Analytics
Vice President of Strategic
and Business Planning,
Baltimore Region
Senior Vice President of Planning
and Chief Strategy Officer | Emerson
Hospital | Concord, MA
Barlow/McCarthy
Hudson, WI
Northwell Health
Great Neck, NY
Ben Dillon
Lisa Schiller
Chief Strategy Officer
System Vice President of
Communications and Marketing,
UNC Healthcare
Geonetric
Cedar Rapids, IA
MedStar Health
Nottingham, MD
Vice President of Communications
and Marketing, Rex Healthcare
Raleigh, NC
46
#SHSMD16
FROM THE SHSMD PRESIDENT
marketing, physician strategies, public
relations/communications, and
strategic planning.
A NOTE FROM 2016
SHSMD PRESIDENT
LARRY MARGOLIS
Thank you for being a part of SHSMD
Connections 2016. We are thrilled that
you are here! To those of you who are
SHSMD membership means…
Career & Staff Development
new to the society, it’s my pleasure
to welcome you on behalf of the
4,000-strong community of SHSMD
members. This signature event is just
one of many offerings SHSMD delivers
to its members each year. We are
excited for you to experience what it
means to be a SHSMD member:
SHSMD membership means…
Access to Industry News & Information
Staying informed has never been so
easy! Each week you receive highlights
from the week’s top healthcare strategy
news to your e-mail inbox via e-Connect.
Every other month, Spectrum arrives in
your mailbox filled with case studies and
reports on trends and innovations from
healthcare strategy leaders.
SHSMD membership means …
Information Sharing and Networking
Solve problems and stay connected to
your peers on the new MySHSMD Online
Member Community with lively, targeted
discussions focused on healthcare
SHSMD | Celebrating 20 Years
The SHSMD Career Center keeps you
tuned-in to job description trends and
career growth opportunities located
throughout the country. And if you’re
looking to build your team, there’s
no better pool of talented healthcare
strategy professionals than the
SHSMD membership.
SHSMD membership means…
Year-Round Education
Tap into robust educational programs
to help you excel in your role. Take
advantage of the SHSMD Connections
Virtual Conference and our growing
lineup of SHSMD U Online Courses
and Webcasts, based on the society’s
latest core competencies research.
SHSMD membership means…
Reports & Resources at
Your Fingertips
Visit our website, SHSMD.org, for
downloadable resources on a variety
of hot topics, including health reform,
mobile technology, social media,
physician alignment, and more. Don’t
miss our transformational Bridging
Worlds report highlighting the future
role of the healthcare strategist, or
how to develop those skills using
SHSMD ADVANCE™.
SHSMD membership means…
Free & Discounted Publications
Demonstrate your thought leadership
using Futurescan, an annual compilation
of articles from renowned experts who
forecast healthcare trends and implications.
Members receive a free copy each January.
Other publications, like By the Numbers:
Benchmarking Study on Healthcare
Marketing/Communications and Physician
Relations Programs in Hospitals, are
available at a discount.
SHSMD membership means…
The AHA Connection
As part of the American Hospital
Association, SHSMD connects you to
countless programs and resources to help
you plan for the future of healthcare.
We appreciate the opportunity to serve
you and look forward to providing you
with even more valuable programs,
products, and resources in 2017 and
beyond. Thank you for your membership,
and enjoy SHSMD Connections 2016!
Not a SHSMD member? Join today
and save $35! Visit the SHSMD
Connections Registration Desk to join
SHSMD at the special membership dues
rate of $200—available to conference
attendees and exhibitors only. For a full
listing of SHSMD membership benefits,
visit www.shsmd.org/benefits.
47
CONFERENCE COMMITTEE
Special thanks to the 2016 SHSMD Annual Conference Planning Committee
EXECUTIVE COMMITTEE: Rose Glenn and Lisa Schiller
Track Leaders
Alison McCarthy
Dan Miers
Sue Jablonski
Arek Tatevossian
Gregory Hudson
Suzanne Hendery
Bill Mulligan
Rebecca Blanken
Christine Holt
Sean Evans
Committee
Alex Bacchetti
James A. Gardner
Lisa Schwenk
Amy Blaser
Jennifer Lynn VanBrooker
Martin Szczucynski
Amanda Bury
Jeffrey Hughes
Mary Deming
Barbara Hollish Tantum
Jill Dryer
Pamela Maas
Brian Whitman
Kathleen Lewton
Sara McCulloch
Bobby Beeman
Kim Marzullo
Scott Clay
Christine Clay
Laurie Wilshusen
Susan Gray Madison
Corbin Riemer
LeeAnne Denny
Debra Pingue
Lisa Blackwell
Donna Arbogast
Lisa Owendoff
48
#SHSMD16
SHSMD CONNECTIONS 2017
Save the date!
September 24–27
Marriott World Center | Orlando, Florida