Download Health Care Marketing - American Marketing Association

Health Care Marketing
Building Brands. Moving Markets. Delivering Value.
San Francisco
April 13-14
AMA.org/HealthCare
LEARNING OBJECTIVES
•Understand and seize opportunities
resulting from reform, medical
advances, demands for quality and
outcomes, health-conscious consumers,
social media and more
•Learn steps to develop and implement
more refined, targeted and leaner
marketing plans that deliver results
•Get insights into consumer needs,
behaviors and successful targeting
tactics by segment
•Explore techniques to engage
physicians, employees and other
stakeholders as partners, referrers
and marketing ambassadors to
advance your message and influence
conversations and communities
• D
iscuss successful best practices and
case studies that use multitudes of
mediums across many platforms to
maximize their messages
•Determine low- to no-cost tactics to
target and grow market share that
deliver value, expand relationships,
are easy to implement and are closely
aligned with strategic initiatives
Health care marketing is undergoing dramatic reinvention and change, due to emerging
trends, reform uncertainties, emergence of social marketing and renewed focus on
quality, outcome and prevention. Executives are demanding higher impact and bigger
returns from marketing investments; and marketing professionals are more closely
aligning their efforts with strategic objectives, customer experience and integration of
communications across multiple platforms and channels.
This dynamic and highly practical seminar offers proven and cutting-edge approaches
to proactive health care marketing with specific action steps, strategies, techniques and
tactics to move markets and increase visibility, awareness, understanding, market share
and profitability.
Instructor: Rhoda Weiss
Founding President of American Hospital Association Society for
Healthcare Strategy and Marketing Development
Rhoda is the past national chair/CEO of Public Relations Society of America, receiving
its Health Academy Lifetime Achievement and Educator Academy Ferguson Awards.
Previously the AMA’s Marketing Health Services editor, Dr. Weiss was named UCLA
Extension Distinguished Instructor, Kellogg Foundation Fellow and Women in Health
Administration President. She’s written 300 journal articles and a book, Managing Health
Care Reform: Ideas for Leaders. Her client list is a who’s who of health systems, hospitals,
insurers, home health, hospice, mental health, aging programs and others. Joining Rhoda
during the two-day session will be well-known guest speakers in health care marketing
and communications.
Day 1
Redefining, Reinventing Health Care Marketing
• Succeeding in an evolving health care
marketplace
• Recognizing marketing myths and realities
Developing, Implementing Marketing Plans that
Deliver Results
• Identifying strengths, seizing opportunities,
overcoming barriers
• Aligning strategy, patient experiences,
integrated communications
Segmenting Audiences for Micro-Marketing
• Reaching targets by age, culture, ethnicity,
health status
• Adopting proven practices in multi-cultural
marketing
Building Strong Brands, Increasing Awareness
• Understanding how strong brand
identities move markets
• E
nsuring brands reflect value proposition, truth
behind the image
Marketing Health Care Organizations: Best
Practices, Case Studies
• Capitalizing on major referrers, stakeholders
• Learning best practices for providers,
hospitals, physicians, outpatient
• Advancing marketing to/for health plans
Reaching Other Key Influencers
• Tapping board members, volunteers, vendors,
supporters
• Identifying unusual health/non-health
related referral sources
• Enlarging community connections, funding
Integrating Marketing Communications
•Identifying best channels, tools, techniques
for messaging
•Revolutionizing advertising, outdoor,
direct marketing
Day 2
Pursuing Perfect Customer Service
•Improving patient satisfaction at every
touch point
•Linking patient experiences to marketing
activities
Navigating Social Media to Inform, Connect,
Engage, Empower
• Adopting best practices in social media
•Evaluating individual social media channels
•Overcoming resistance to social marketing
Influencing Participation, Conversation and
Community
•Deploying word of mouth, guerilla marketing
• Creating memorable experiences
•Engaging audiences to spread messages,
influence health decisions
Escalating Public Relations Strategies and Tactics
•Positioning public relations for organizational
success
REGISTER EARLY,
*
$
SAVE 100
•Expanding community outreach
• Tackling crisis management,
communications
Assessing Structure, Strategies, Tactics, Tools,
Customers
• Selecting evaluation methods, tools for
each activity
•Assessing what, which, where, how,
whether marketing worked
•Evaluating, gaining feedback at critical
touchpoints
• Utilizing assessments to improve efforts
Where Do We Go From Here?
• Reinventing health care and health care
marketing
• Embracing change
•Delivering value and ensuring sustainability
• Advancing health, altering behavior
•Becoming indispensable, making a difference
EarlyLate
Member:
$1,495$1,595
Non-Member:
$1,795$1,895
Early bird deadline is 30 days prior to the event date.
*
To register, visit AMA.org/HealthCare or call 800.AMA.1150.
All Training Series cancellations and requests for refunds must be submitted to the AMA via email to [email protected]. Cancellations received four weeks prior to the event start
date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee. No refunds will be
given after March 13, 2015. Space is limited. See website for more details.