Schedule, topics and speakers
7:30 a.m. Registration and continental breakfast
8:15 a.m. Welcome announcements
8:30 a.m. SHSMD Overview
The Society for Healthcare Strategy & Market Development (SHSMD), a professional membership group of the American Hospital Association, is the largest and most prominent voice for health care strategists in planning, marketing, communications, public relations, business development and physician strategy. Larry Margolis, Managing Partner at SPM Marketing & Communications and recipient of the 2018 SHSMD Leadership Excellence Award, will discuss the benefits of SHSMD.
8:45 a.m. Keynote: Joe Public III: The End of Hospital Marketing
Historically, “hospital marketing” has had a slightly negative connotation given that, as a whole, the health system sector was years behind other industries in its understanding and application of marketing and branding. But over the past few years, this gap has clearly closed. Chris Bevolo, Executive Vice President, Revive Health, will share findings from his new book that outlines the new imperatives for hospital and health system marketers, based on dozens of hours of interviews with the top marketers in our field.
9:45 a.m. Retargeting in Healthcare: HIPAA-Compliant Tactics
Whether you’re using Facebook, LinkedIn, or another digital platform to find new patients or grow brand awareness, retargeting can be an excellent way to reach users that have previously shown interest in your brand or services. Justine Johnson, Lead Digital Strategist, Modern Foundation, will explain when and how to use retargeting in your campaigns in a HIPAA-compliant way.
10:30 a.m. Break and exhibitors
11 a.m. Panel Presentation: Building Effective Agency|Client Relationships
Four industry professionals tackle the ins and outs of building an effective relationship between an agency and its clients.
- Carrie Young, Padilla
- Dan Altenbernd, H2M
- Ryan Davenport, Daven PR
- Katie Johnson, Lake Region Healthcare
Moderator: Angela Churchill, Red Sea Glass Consulting
11:45 a.m. Lunch and exhibitors
12:45 p.m. The Changing Media Landscape and Implications for Healthcare Marketers
Emerging trends in data profiling, personalization and digital media have created unprecedented opportunities for healthcare companies to connect with their target audiences. Yet, this new environment creates challenges and has implications as we seek to engage patients in ways they want to be treated. Michelle Fitzgerald, Principle, Brew: Creative Media and Adjunct Faculty University of Minnesota, will examine the forces that are reshaping the relationship dynamic healthcare companies have with consumers, both today and in the future.
1:30 p.m. Steps to Implementing Marketing Technology Effectively
Technology tools can transform how we manage and measure ongoing interactions with patients and other stakeholders. With so many options available today, it’s essential that healthcare organizations carefully consider their data strategy, marketing infrastructure and budget. Cory Docken, Director of Client Solutions – Healthcare, Bluespire Marketing, will go through four steps to keep in mind when moving forward with choosing and implementing marketing technology.
2:15 p.m. Earning the Reputation You Deserve
With technology and social media making the world smaller, one health system’s public reputation problem becomes everyone’s health care problems. To protect and improve the reputation on Minnesota’s health care providers, Tunheim, with the Minnesota Hospital Association, have led a multi-year digital media campaign that directed the public’s frustrations with health care to actionable change. Darin Broton, Senior Consultant, Tunheim, will share how it also positioned the state’s 142 hospitals as leaders in championing mental health reform.
3 p.m. Wrap-up
3:15 p.m. Happy Hour Reception with Exhibitors and our Como Animal Guest