Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
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