Program

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Health IT Marketing and PR Conference Schedule

Join us at the Healthcare IT Marketing and PR Conference (HITMC) 2017 on April 5-7, 2017 in Las Vegas, NV. Registration for HITMC 2017 is open until March 6, 2017.  If you’d like to be kept up to date on all the conference details as they’re announced, let us know on our contact us page.  After an incredible response from the community, we’re happy to announce the full HITMC 2017 conference schedule.

We have scheduled almost 50 sessions from leading healthcare IT marketing and PR professionals to make HITMC 2017 our best conference program yet.  Over the 3 days of the conference, you’ll have an opportunity to learn the latest in content marketing, marketing automation, event marketing, healthcare Public Relations, branding, media relations, and much, much, more.  Plus, you’ll get to network with hundreds of others just like you.

You can browse the Health IT Marketing and PR Conference schedule below.  We do have a few sessions we’re waiting to confirm that we’ll add later.  Also, we’ve released an easy schedule at a glance view of the conference and a custom mobile app (Android and iOS).  Both will provide an easy way for you to plan your conference schedule.

Here’s a look at the general schedule for HITMC 2017:

Wednesday, April 5th, 2017
8:00 AM – 1:00 PM – Pre-Conference Workshops (*Separate registration required that includes lunch)
3:00 – Pre-conference Meetup – Details and Registration
7:00 PM – Pre-conference Evening Meetup – Details and Registration

Thursday, April 6th, 2017
8:00 AM – 5:30 PM – Conference Program
7:00 PM – 9:00 PM – Evening Social

Friday, April 7th, 2017
8:00 AM – 5:00 PM – Conference Program
5:30 PM – HITMC Foundation Dinner (Invite Only)
10:00 PM – Casual Meetup at the Club – Details and Registration

*Breakfast and Lunch will be served on Thursday and Friday.

All of the conference will be held at the SLS Las Vegas hotel in Las Vegas, NV.

Note: Some room locations may change based on session interest.  So, please check the final room location closer to the event.

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Thursday - April 6, 2017
08:00 AM – 9:00 AM – Registration and Breakfast
09:00 AM – 09:30 AM – Welcome
09:30 AM – 10:30 AM – Creating Customer and Employee Engagement

Speaker: Gary Rhoads
Location: Main Room
Engagement matters for everyone.  We all know that higher levels of customer and employee engagement lead to more positive business outcomes and higher share holder wealth.  However, few companies know how to create engagement.  In this presentation we discuss best practices for inspiring and creating greater positive sentiment and energy with your employees and customers.  Last of all we discuss how to create positive momentum or a critical mass of highly engaged employees and customers within your organization.

10:35 AM – 11:05 AM – Genius Bar Unconference Introductions

Back by popular demand, the Unconference Genius bar is a session where the agenda is set by the attendees. This unplanned, but facilitated time allows attendees to get answers to their most challenging problems and questions. The answers come from all of the other genius attendees at the conference. There’s nothing better than learning from and sharing with your peers.

In this introductory unconference session, attendees will have a chance to meet fellow attendees (geniuses) and start setting the agenda for later unconference time.

Facilitators: Michelle Morris, Shahid Shah, John Lynn, Michelle Boucher
The Genius Bar Unconference is Sponsored by:

11:10 AM – 12:15 PM – How to Create Synergistic Relationships with Associations

Panelists: Samantha Holvey, Tim McMullenCalli Dretke, Rahul Dubey
Moderator: Shahid Shah
Location: Main Room
Associations often present an incredible opportunity for your organization to get in front of your target customers. However, figuring out the right way to work with an association can be a challenge. In this panel, we’ll help you better understand the association mentality, various ways you can work with an association, opportunities to get your products in front of association members, unrealistic expectations when working with associations, and much more. If you’ve thought that associations were a great opportunity for your business, but weren’t sure how to go about working with them, you’ll enjoy this panel that will help you create synergistic relationships with associations.

11:10 AM – 12:15 PM – Super Laws of Entrepreneurial Marketing

Speaker: Gary Rhoads
Location: Breakout 1
This presentation is the result of a ten-year study that compares and contrasts why some start-up companies succeed in their marketing tactics and why others don’t. The major premise of the study is that the traditional marketing strategies and tactics of Fortune 500 companies simply don’t work for start-ups. In short, the presentation tackles the myths and misconceptions of how entrepreneurs successfully market their products and services. It identifies why many start-up companies fail in their first 2 years because they spend millions of dollars on traditional marketing strategies that simply don’t work. The research findings are presented as a mixture of SuperLaws and Best Practices. Each SuperLaw and its associated Best Practices explains a marketing principle in a logical and entertaining way of how start-up companies succeed using the law and how the violation of this law may result in serious consequences.

11:10 AM – 11:40 AM – The 5 R’s of Branding

Speaker: Jaci Russo
Location: Breakout 2
Join Jaci Russo as she discusses the 5 R’s of Branding and how to properly develop branding and messaging initiatives for your healthcare organization. Attendees will learn how to bring Focus, Connection and Harmony to their brand, as they discover how to best motivate and inspire those they are trying to reach. Understanding perceptions, attitudes, beliefs, and lifestyles are also a few of the key components that will be covered. The end result is to not only build awareness, but to also establish a brand that builds trust as it connects with people on an emotional level.

11:10 AM – 11:40 AM – Epic Failure. The Disconnect Between Social and Sales

Speaker: Jeff Walker, Giles Haycock
Location: Breakout 3
What if you convince people who don’t believe in social media marketing that it is essential and it fails? How do you convince them that they also need to participate in the social networks–even though they don’t understand them and challenge the ROI? Most important, once you do convince them, how do you manage a successful transfer from social networking to social selling with results. This session details real front line case studies to look at what’s worked and what’s failed and why.

11:45 AM – 12:15 PM – Healthcare isn’t Funny – Saying Screw You to the Status Quo

Speaker: Burt Rosen, Lindsay Yale
Location: Breakout 2
We hate health care.  So why are we here?  To help drive change, and to help people figure out a system that seems designed to work against them. We want to be the champion for people and challenge the industry every step of the way.

And that’s how we operate our marketing efforts. From hosting real patient panels at industry conferences, to creating a first-of-its kind health care shopping trends report that was inspired more from AirBnB and Charity:Water than from traditional white papers, to our #WhatTheHealthCare social-based platform collecting the WTF/OMG health care stories from people (now 700 tweets strong), we have talked to real people, and helped the broader industry understand what real people need.

But we aren’t stopping there. The goal isn’t to be the crank of health care, but to be the company most associated with people and how we help them navigate the health care system and how we can drive change to help them meet their needs. 

So what will you learn at this session:

  • How to focus on people and storytelling, even when your sales channel is B2B
  • How you can position your brand as people-first and challenge the status quo in health care marketing
  • Not only how do you do cool things, but how do your cool things really drive change and make a difference
11:45 AM – 12:15 PM – Building Brand Differentiation Using Facebook Live Video

Speaker: Michael Deiner
Location: Breakout 3
Social Media Today reports that people spend 3x longer watching live video compared to video, which is no longer live. In addition, the report also indicates how videos have a 135% greater organic reach compared to traditional photo posts.

Many, hospitals and healthcare organizations have not yet embraced this powerful medium. Maybe it’s because of time and resources or maybe it’s because of many fears around HIPPA and other privacy concerns.

Penn State Health has embraced the opportunity of using Facebook Live and created a unique program that positions the organization as not only thought leaders, but continues to build credibility and trust with an increasing brand loyal audience.

Introducing, #AUAA… Ask Us Anything About…

12:15 PM – 01:30 PM – Lunch
01:30 PM – 02:35 PM – The Best Ways to Interact with the Health IT Press

Panelists: Dan Munro, John Lynn, Neil Versel, Scott Mace
Moderator: Shahid Shah
Location: Main Room
Working with the press can be difficult. However, a great article from the right media can provide great exposure for your business. It can connect you with new customers, new partners, and position your company for future growth or even acquisition. What are the most effective ways to work with the press? How do you make sure you’re mentioned in a healthcare IT article they right? What are the best ways to connect with press? This panel includes a group of leading health IT journalists that have a wide variety of experiences. Learn firsthand what each of these writers like and dislike and how you can better manage your relationship with health IT media organizations.

01:30 PM – 02:00 PM – Value-Based Marketing: How to Rev up Lead Generation and Customer Loyalty

Speaker: Shawn McKee, Charlotte Bohnett
Location: Breakout 1
We’re in the age of value-based everything, particularly in the healthcare industry. Just as healthcare-provider payouts are tied to the value of care they provide, today value reigns supreme in any effective marketing program. Marketers must adapt. In this session, we will breakdown how to adapt inbound marketing to suit the healthcare IT industry, and effectively implement and optimize value-based marketing to supercharge lead generation and shorten the sales cycle. We will share tests we implement within our fast-growth SaaS company to uncover what’s working and identify gaps, and provide tips and tools for scaling your marketing efforts.

01:30 PM – 02:00 PM – The Physician Entrepreneur: How to help physicians bring their great software ideas to market

Speaker: Beth Strohbusch, Beth Frost-Johnson
Location: Breakout 2
Physicians and other medical professionals have a myriad of thoughts on how their brilliant software ideas can vastly improve healthcare. Oh, if only it were that easy. Ride along with Beth and Beth (The Killer B’s) as they share their perspectives on the idiosyncrasies, nuances and pathways of working with physicians and other healthcare entrepreneurs to make software dreams become reality. This how-to, soup-to-nuts session begins with strategies to ensure a clear direction that addresses a true problem. It highlights the importance of and process to prove real value to a customer. With that in place, the focus shifts to branding, messaging and diligent execution of a creative marketing plan, incorporating traditional and non-traditional tactics. In addition, our speakers will impart unique knowledge and techniques for working with physician entrepreneurs and other health entrepreneurs. And they all lived happily ever after.

01:30 PM – 02:00 PM – How Cape Cod Healthcare became New England’s first digital publisher of health news and information

Speaker: Jim Ylisela
Location: Breakout 3
With a declining media presence and a distracted audience (like every other), Cape Cod Healthcare sought to build community with multiple audiences while showcasing the expertise of its physicians, nurses and staff—all through the power of digital storytelling.

Launched in August 2015, CapeCodhealthnews.com has attracted thousands of loyal readers, with content that focuses less on promoting the institution and more on showcasing the people its serves—and the experts who provide the care.

In this presentation, you’ll get a behind-the-scenes look at the birth of this dynamic, online brand publishing news site from Jim Ylisela, a longtime journalist and veteran consultant who worked with Cape Cod Healthcare on this project. You’ll learn how to:

  • Develop your business case for brand publishing. How can brand journalism help your organization reach its many audiences—and to what end?
  • Listen first: Establish a baseline with a communications audit of your employees and a marketing analysis of your customers.
  • Build the News Desk: How to create a news team, develop content guidelines and install an editorial process that will help you shift from traditional PR and media relations to brand publishing.
  • Design and build your News Hub: How to create and launch your brand publishing platform.
  • Integrate your communications. How to incorporate internal communications and traditional web site marketing into your brand publishing strategy.
  • How to market your news site through social media, e-mail news feeds, media partners and other channels.

Jim Ylisela is the co-owner and managing partner of Ragan Consulting Group.

02:05 PM – 02:35 PM – Become a Master

Speaker: Stacy Goebel
Location: Breakout 1
Each one of us has within us the potential to be a Master. Learn the secrets of the field you have chosen, submit to a rigorous apprenticeship, absorb the hidden knowledge possessed by those with years of experience, surge past competitors to surpass them in brilliance, and explode established patterns from within.

02:05 PM – 02:35 PM – 10 Step Guide to Create a Balanced Engagement Platform on a Budget

Speaker: Justin Campbell, Dillon Allie
Location: Breakout 2
There are endless tools, tactics and methods at a marketer’s disposal, so much so that it can be overwhelming. Amidst the myriad of approaches or options, every marketer seeks the elusive treasure – striking the correct balance regarding utilization, effort and investment for each. There is no doubt that large amounts of energy have been poured in marketing initiatives only to leave those in quest of not just interest, but engagement yearning for more than they got out of it.

This session will provide a soup-to-nuts guide of options, including building SEO through both organic and paid, re-purposing what’s already been created through targeted, closed-loop digital media re-targeting and brand elevation through high-value content and thought leadership. The presentation will run through the marketer’s playbook, illustrating the knobs to tune in establishing responsibility, timeline and budget to maximize the activity to productivity equation.

02:05 PM – 02:35 PM – Words Matter – How ASCO (American Society of Clinical Oncology) Quality Checks Written Content for Clarity

Speaker: Lindsay Dudbridge, Fergal McGovern
Location: Breakout 3
Patients, family members and care givers need accurate health information that is accessible and understandable. The American Society of Clinical Oncology has adopted an automated approach to help with the challenges of providing the right cancer-related information to a large (>24m visits in 2015) online audience on Cancer.net In this case study, we’ll explore this new approach to automating language checking across websites and related materials. We’ll address these questions:

  1. How does a content heavy organisation like ASCO use technology to drive clearer, more consistent communication?
  2. How do you quantify (in objective terms) ‘good’ versus ‘bad’ communication?
  3. How do you handle multiple writers and maintain a single tone of voice & brand alignment?
  4. What part of the publication cycle can you apply automated language quality checks?

This case study shows in very practical ways how a content heavy organisation like ASCO has adopted technology to drive clearer, more consistent communication. Ultimately this benefits their readers, both care givers, family members and patients alike.

02:35 PM – 02:40 PM – Break
02:40 PM – 03:45 PM – The Future of Health IT

Panelists: Shahid Shah, Colin Hung, John Moore III, Greg Caressi
Location: Main Room
As marketing and PR professionals, you have to always keep up on what topics are of interest to your customers so you can make your marketing and PR efforts more effective and relevant. In this session, our panel of Health IT experts will talk about which topics are hot, which topics are not, and which topics are likely to become popular in the near future. Join us to learn more about what you can expect from the future of healthcare IT.

02:40 PM – 03:10 PM – The Science of Healthcare Audience Journey Mapping

Speaker: Shawn Gross, Ryan O’Neil
Location: Breakout 1

Looking to take your content marketing to the next level using inbound marketing techniques to capture leads and nurture to conversion?

Instead of starting with content start by better understanding your audience’s wants and needs.  Market research shows that when a consumer is making a decision – whether buying a car, making a major purchase decision at work or even deciding where to receive the best healthcare – personal, emotional connection trumps rational and logical benefits.

Learn B2B audience journey mapping best practices from leaders like Citrix so you can better understand your customer’s psychological motivators and how to incorporate these insights into your journey mapping, content marketing and inbound strategies to build brand trust and long-term loyalty.

02:40 PM – 03:10 PM – Get Speedy: Shortening Health IT Sales Cycles with Personalization

Speaker: Christine Slocumb
Location: Breakout 2
It’s not uncommon for health IT purchase decisions to have up to 20 stakeholders at the decision table and for the buying decision to take over 24 months. Using humor, examples, and real-world metrics, Chris will share how using content personalization shortens sales cycles within and outside account-based marketing programs.

02:40 PM – 03:10 PM – Finally Answering: Who Owns the Website?

Speaker: Marli Mesibov
Location: Breakout 3
When my team set out to redesign the Harvard Pilgrim website, we knew a content audit and new IA would be a significant part of determining the design choices. What we didn’t expect was the magnitude of the content we would discover, and the internal politics we would navigate right up to launch. As a content strategist and UX practitioner, I learned more over the course of this project than I have on any other, and along the way determined a new process for blending content marketing with governance and organizational change.

03:15 PM – 03:45 PM – Building a Solid Brand When the Clock is Ticking

Speaker: Kelcie Chambers, Betsy Martinelli
Location: Breakout 1
Establishing a brand takes time, but what if a company needs to rapidly spin up a new identity? More specifically, what if it wants to generate a whole new reputation and market position—and only has three months to do it? This scenario played out several years ago, when marketing leaders from an integrated pharmacy automation and medication management company that was part of McKesson Automation approached Dodge Communications to direct a rebranding exercise. Due to the pharmacy company’s imminent divesture from McKesson, it had a finite deadline in which it had to firmly establish itself as a standalone entity. Moreover, it had to change industry perceptions and communicate to the market that it embraced an innovative, customer-centric approach to medication delivery.

Dodge partnered with the company (renamed Aesynt) to develop and implement an integrated marketing and communications program that introduced the rebranded company to the market, built industry awareness of its forward-thinking attributes and established it as a thought leader in medication management. Not only was the effort successfully launched within the designated timeframe, Aesynt attracted substantial attention from potential customers and the media. Over time, because of the company’s newly-minted reputation as a market leader, it caught the eye of its biggest competitor, Omnicell, which purchased Aesynt in 2015. Now, Dodge Communications is working with Omnicell to elevate its brand perception so that current and potential customers understand the many benefits the newly expanded company brings to the table. In this session, marketing professionals from Dodge Communications and Omnicell provide insight into their marketing and communications journey, offering tips and strategies for rebranding a product or company on a deadline.

03:15 PM – 03:45 PM – Using Provider Data to Bring Intimacy to Your Healthcare Marketing

Speaker: Ray Kingman
Location: Breakout 2
Healthcare and pharmaceutical marketers will spend nearly $2 billion on digital advertising this year, a 15 percent increase over 2015. But while ad budgets move toward new technology, healthcare and pharmaceutical marketers are at the early stages of shifting their approach to the challenge of building online audiences.

Audiences are typically built around patients with particular diseases or ailments, then extrapolated using predictive models to score patient populations leveraging key indicators such as age, location and ethnicity. It’s a decent model that works for large populations on very common disease states. This approach falls within important privacy safeguards, but can be less precise when marketers need to address more specific patient groups or target service providers along the lines of their specialty or trade areas. In order to deliver a more refine solution set while remaining privacy compliant requires embracing a difference healthcare marketing data model.

In this session, Kingman will explain what makes healthcare provider data so powerful. It’s closer to the transaction(s) of health services and better informed, richer in key indicators while still providing a privacy compliant view of the audience to the marketer that can result in more nuanced and nimble messaging from marketer to customers. Learn how stakeholders—from providers to patients—benefit from the account-based data model for targeting.

03:15 PM – 03:45 PM – Hospitals, Surgeons, and Centers, Oh my! Successful strategies for selling to this niche group

Speaker: Shereese Maynard, Amelia Roberts
Location: Breakout 3
Abstract: Ask any HIT marketer worth their weight in software developments and they’ll tell you; selling new technologies and services to hospital, surgeons and surgical centers is no easy task. The challenge of time, talent, and tax works against the marketer. In this talk we’ll review the current state of the healthIT market. We’ll also take a look at the unique challenges for companies trying to sell into this complex market. We will discuss relationships between facilities across the healthcare continuum, such as IDNs, ACOs, GPOs, and other types of organizations that play a part in purchasing decisions. We will also touch on social selling, RFPs, state hospital competitive bidding, and certificates of need.

03:45 PM – 03:50 PM – Break
03:50 PM – 04:45 PM – Creating an Effective Content Marketing Creation and Distribution Strategy

Panelists: Sarah Bennight, Scott CollinsJessica Clifton
Moderator: Michelle Boucher
Location: Main Room
As past HITMC conference feedback has confirmed, content is a valuable piece of every organization’s marketing and PR strategy. This panel will focus not whether you should have a content marketing strategy, but the most effective way to do content marketing. The panel will discuss the best topic strategy, which formats work best, how to scale your content creation, and the best way to get your content seen by the right people.

03:50 PM – 04:20 PM – Content Marketing: Repurpose and Reuse – How to Reach a Wider Market Without Creating More Content

Speaker: Carol Flagg
Location: Breakout 1
Repurposing is the art of extracting or modifying content from a project to serve a new purpose. It is not republishing, or reposting, or syndication; instead, repurposing is the tailoring of existing content for publishing on new platforms with the goal of attracting a wider audience.
In this session, Carol Flagg will look at:

  1. The Benefits of Repurposing and Reusing Content
  2. What Types of Content are Best Suited for Repurposing
  3. Free or Inexpensive Tools You Can Use to Repurpose Your Content
  4. Free or Inexpensive Platforms for Publishing Repurposed Content
03:50 PM – 04:20 PM – Creative Experiential Marketing: What, Where, Why & How

Speaker: Maggie L. Ellison
Location: Breakout 2
Experiential marketing – WHAT is that?!

Experiential or event marketing is not the future of marketing, it’s the now of marketing! We describe it as engaging with your audience face-to-face through events by creating an experience, something memorable and unique.

Learn HOW to apply best techniques, specific to the healthcare industry, by capitalizing on events. Learn WHAT other companies are doing and WHERE they reach consumers by using one of the best and most effective ways based on the amount of quality time and engagement you can have with a consumer.

04:25 PM – 04:55 PM – Marketing Automation: Picking the Software that is Right For You

Speaker: Jennifer Michelle
Location: Breakout 1
Choosing the right marketing automation vendor requires asking the right questions – and knowing what you want. If you are going to recommend your company shell out thousands of dollars a year on a marketing product, you want to be sure your recommendation is solid.

This presentation will show you what to look for and what questions to ask. You’ll go into each vendor demo with a deeper understanding of the options available to you and you’ll be in a better position to negotiate your contract.

Most of all, you’ll feel confident of your choice and be able to justify it to your executives and board.

04:25 PM – 04:55 PM – Connecting the Dots: How to leverage customer events for better results

Speaker: Dennis Carson
Location: Breakout 2
Connecting high touch events – medical conferences, user group meetings, webinars, roundtables, live events, onsite sales presentations – with strong, consistent messaging will lead to higher customer engagement. These touch points, along with your ongoing marketing efforts, help customers better understand just how valuable your products and services really are. Live events are also ideal for listening to customers, understanding their needs, their pain points and, importantly, if they are having issues with your offerings.

In this practical session, attendees will learn how to plan and coordinate their content and messaging across a many events, how to drive consistent educational content and find useful tips and tricks for achieving their goals. Examples of how connecting events lead to higher customer satisfaction and overall sales results will we discussed.

Health IT vendors spend significant resources on creating great content, communications programs, webinars and events and but struggle to analyze what combination works best. We’ll also discuss how to use analytics and CRM data to compare outcomes.

04:55 PM – 05:30 PM – HITMC Awards
07:00 PM – 09:00 PM – Evening Social
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Friday - April 7, 2017
07:30 AM – 8:00 – Loving Kindness (Compassion) Meditation

Instructor: Sonali Nigam
Location: Breakout 1
Join us for a 20 minute guided Lovingkindness Meditation during which we will explore loving kindness (compassion)towards ourselves and others. Beginners and seasoned meditators are welcome.

*Please arrive exactly on time so your late arrival won’t disturb the experience of other participants. Chairs will be provided.

08:00 AM – 09:00 AM – Registration and Breakfast
09:00 AM – 10:00 AM – The No BS Guide to Innovation in Healthcare and when it should matter to Marketers

Speaker: Shahid Shah
Location: Main Room
Everyone talks about innovation but nobody really has a definition so it’s likely we’re all confused. From a marketing and PR perspective, how much should you concentrate on invention, innovation, or just plain implementation? Join digital health and IT innovation expert, Shahid Shah, as he discusses what it means to be “inflective” vs. “reflexive” in innovation practice, why real innovators don’t speculate about the future, and how to teach healthcare IT leaders to talk about innovation. This will be a down to earth interactive session where Shahid will be the talk show host and he’ll weave in conversations from the audience along his own advice for how to either stop talking about innovation or do so in a way that’s useful to marketers and their intended audiences.

10:00 AM – 10:05 AM – Transition
10:05 AM – 10:35 AM – Content Marketing? Let’s Talk Content Strategy, First

Speaker: Sarah Davelaar
Location: Breakout 3
Content marketing is a word thrown around in the marketing and public relations world quite often, but the online space is getting crowded. This session will take a step back to think about content with a big picture perspective. What are the ways our content can be more targeted, thoughtful, and effective? Gone are the days that we as marketers produce as much as possible. Now is the time to be strategic and add a good slow to our processes.

10:05 AM – 10:35 AM – Agency Reviews: The Good, the Bad, and the Ugly

Speaker: Greg Chittim
Location: Breakout 2
The line between in-house marketing, public relations, and a truly integrated marketing program is increasing becoming blurred, and can be hard to navigate for even the most experienced marketers. For small companies, when do you need to bring on experienced PR talent? When do you build in-house, vs. a partner? How important is healthcare experience? How do you deal with competitive issues? How do you separate the sizzle from the steak? Just as we as healthcare marketers are being evaluated for the solutions and services, how do we handle the evaluation when we’re on the other side of the table?

In this session, you will learn from a peer who ran an agency review, evaluated responses from nearly 20 agencies, was pitched by 7, and ultimately selected a single partner. Not an endorsement of any single agency, this session will focus on the process — what questions worked, which didn’t, and how you might be able to make your process better when evaluating current and future partners.

10:05 AM – 10:35 AM – The Pros and Cons of Outsourcing Marketing & PR: A Client’s Perspective

Speaker: Tim J. Busche, Kelley O. Smith, Amanda Griffith, Kristine Schachinger
Location: Breakout 1
Everyone knows that marketing and PR have the potential to accelerate business growth – but what’s the right combination of in-house versus hired talent? Most HIT vendors are also aware that marketing, PR and related competencies such as social media, digital marketing and SEO have become increasingly specialized and they can’t possibly afford to hire the best talent within every category.

Less well known, however, are the financial and cultural tradeoffs vendor clients must consider when deciding whether to hire another full time employee or hire key functions from a trusted marketing and PR staffing or consulting firm.

Our diverse team of specialists representing PR, digital marketing and the clinical aspects of healthcare will explore how today’s business model is evolving and how to strategically augment a company’s existing staff to help them not only reduce costs, but achieve a sustainable competitive advantage.

10:05 AM – 10:35 AM – Content Marketing in Focus: How to Break Through Fake News with Real Insights

Speaker: Mary Tobin, Nicole Burdette, Nancy Ragont, Jen Sorenson
Interviewer: John Lynn
Location: Main Room
Join CDW, Dell EMC, and 300Brand for a “Fireside Panel” on content marketing’s evolution and how to break through the clutter of “fake” news with real insights. We’ll talk about research-driven campaigns that bring issues to the top, advance the conversation, and create a natural thought-leadership platform. How are Health IT organizations leveraging research in their content mix? How do you ensure a fresh approach to a topic that’s over played? What types of issues get attention? And, how do you balance the independent nature of research with presenting your company’s business message – to optimize value and impact? We’ll share real-world campaigns, and thoughts on what’s next.

10:35 AM – 10:45 AM – Break
10:45 AM – 11:30 AM – Genius Bar – Unconference

Back by popular demand, the Unconference Genius bar is a session where the agenda is set by the attendees. This unplanned, but facilitated time allows attendees to get answers to their most challenging problems and questions. The answers come from all of the other genius attendees at the conference. There’s nothing better than learning from and sharing with your peers.

Facilitators: Michelle Morris, Shahid Shah, John Lynn, Michelle Boucher
The Genius Bar Unconference is Sponsored by:

11:30 AM – 12:15 PM – Genius Bar – Unconference

Back by popular demand, the Unconference Genius bar is a session where the agenda is set by the attendees. This unplanned, but facilitated time allows attendees to get answers to their most challenging problems and questions. The answers come from all of the other genius attendees at the conference. There’s nothing better than learning from and sharing with your peers.

Facilitators: Michelle Morris, Shahid Shah, John Lynn, Michelle Boucher
The Genius Bar Unconference is Sponsored by:

12:15 PM – 01:30 PM – Lunch
01:30 PM – 02:35 PM – The Healthcare IT Decision Making Process: What Influences Health IT Customers?

Panelists: Dr. Steven R. Hoer, Dr. Justin Smith, Brian G. Rosenberg, Nardo Manaloto
Moderator: John Lynn
Location: Main Room
There’s nothing better than hearing firsthand what works and doesn’t work from the customers themselves. In this panel we’ve brought together a wide spectrum of people who represent a different healthcare customer perspective including: a large health system, a university medical center, a children’s hospital, and a group practice. Each will talk from their perspective on what marketing works, what marketing doesn’t work, and how their organization discovers new products. We’ll also talk about who are the decision makers in their organizations, who are the influencers and the vetting process for each organization.

01:30 PM – 02:00 PM – Burwood & Axiom88 Redesign Case Study

Speaker: Brian Davis, Colleen Barry
Location: Breakout 1
Taking on a complete re-design of your site after 4 years can be a pretty scary. Burwood has a lot of content that need to stay in place, plus additional content that needed to be added dynamically. Working together with Axiom88, Colleen and Brian forged a partnership that is helping to propel the Burwood brand into a new era.

01:30 PM – 02:00 PM – Anatomy of a Rebrand

Speaker: Matt Bowen, Kristen Saponaro
Location: Breakout 2
Within the lifecycle of any company there will most likely come a time when the company’s brand strategy and brand position must be revaluated. Many internal and external factors can lead executives down this path. Competitive pressures, corporate restructuring and mergers and acquisitions can all contribute to the need for a redirection of a company’s branding focus. Due to the changing landscape in the healthcare industry, hospitals and healthcare organizations are seeing a need to take a closer look at their organization’s brand strategy as consumers have more and more choices on where to receive their care.

When a hospital or healthcare organization is faced with a transition, one significant area of consideration is creating an integration strategy with a focus on how to brand the organization and communicate this new brand identity to various stakeholders.

In 2015, a private equity firm based in London and New York sought to bring three distinct brands (Precyse, MedAssets, and Equation) into alignment and delineate a clear path for growth within the crowded and competitive healthcare marketplace. Aloft Group President & CEO Matt Bowen of Newburyport, MA and his team were hired to carve out a place for a new brand, and its acquired companies.

Using their brand strategy expertise — which included ample market perception and competitive research — to guide the way, Aloft worked with the newly combined Executive Leadership Team to create a vision and mission for the company that would energize individuals from each of the three separate cultures and make them excited to be a part of this new company that aimed to transform healthcare. This vision got to the core of what the company stood for, its Brand Purpose, while evoking emotion and energy, to bring the detached internal teams together. From there, Aloft created a unique brand positioning and brand story that spoke straight to the heart of the company. Finally, Aloft developed a new corporate brand name (nThrive) and brand architecture, including a distinct color palate and logo in order to solidify a unique space for the brand to “own” within the market.

At completion, three different companies, with their own separate cultures, values, and creative significance, were brought together into one unified image. The resulting brand identity is unique and memorable, while clearly supporting the company’s broad array of solutions.

02:05 PM – 02:35 PM – How to Create Killer Customer References

Speaker: Kathy Sucich
Location: Breakout 1
Let’s face it, healthcare marketers – finding great customer references is often a nearly impossible task. Your customers are healthcare professionals who have little time for much in their lives, let alone doing YOUR bidding. Add to that hospital marketing departments that can put the kibosh on the best laid customer reference plans. So what are you to do?

In this presentation, Kathy Sucich of Dimensional Insight, a technology vendor that sells to hospitals, will talk about how she spearheaded a customer reference program for her small organization that has yielded phenomenal results. Using examples from her customer program, Kathy will outline 5 steps that she followed to create some killer customer references. She will discuss some pitfalls, lessons learned along the way, and of course, the great results! In less than one year, Kathy and her team doubled the number of written customer case studies, created 7 new customer videos (the company previously had zero), lined up customers to speak at 4 user meetings and 2 external conferences, and got customers to provide the fuel for a brand-new PR program. Learn how she did it.

02:05 PM – 02:35 PM – It’s a Pay to Play World: Finding Real Value in Social Media

Speaker: Tina Shakour
Location: Breakout 2
With organic reach declining on social media, and more and more chatter on platforms – it seems the era of “free” marketing on social media has come to an end. We’ve moved into a “pay to play” mode where you need advertising dollars to really reach your audience. But is that always the case? How can you get attention for your brand and prove the ROI of social media?
In this session we will discuss:

  1. When organic social media can work – and when you will need to leverage paid social media.
  2. Going past the “boosted post” to targeted social media campaigns that provide results.
  3. How to measure the results of paid social media campaigns.
  4. Case Study: Facebook and Instagram ads
02:35 PM – 02:45 PM – Break
02:45 PM – 03:15 PM – Segmentation Domination: How to Play Against the Big Boys and Own Your Niche in a Competitive Market

Speaker: Michelle Boucher
Location: Main Room
Segmentation Domination: How Play Against the Big Boys and Win in a Competitive Market
For many HIT marketers, being seen as a serious solution in the sea of major competition is what keeps you up at night. Especially when the CXO believes every feature is home-page worthy, and every market segment is the most important. As marketers, we know that focused, consistent reach and frequency rules the day. That laser focus is hard to sustain, but, when done correctly, can burn a hole in your competition and secure your product, service or solution at the top of its market game. This session provides a step-by-step process for marketers who want to own a market niche and become a serious contender with the big boys.
Attendees will learn what it takes to research, identify and attack a market segment. We will use a real-world campaign example of how a small EMR company drove a 40% increase in sales by dominating a market segment.
Take-away: Marketers will leave with a 9-month campaign blueprint for creating their own market segmentation domination strategy.

Components of a winning segmentation domination campaign:

  1. Market research
  2. Defining your niche
  3. Create your laser focused message
  4. Positioning your competitive advantage
  5. Building the game plan – strategies and tactics that dominate
  6. Executing to win
02:45 PM – 03:15 PM – Building a Marketing Program from the Ground Up (and on a Shoestring Budget)

Speaker: Laura Alabed-Olsson
Location: Breakout 1
Young IT companies have big dreams and, often, small budgets. But marketing to support sales and build brand awareness is a must. Where to begin? In this session, we’ll look at specific ways to build your marketing program from nothing to something – using thoughtful content, low-cost (or free!) tech tools, and a multi-purpose mindset to get you there.

02:45 PM – 03:15 PM – The Age of Content Marketing: Omni-Channel Marketing and Distributing the Right Information to the Right Person at the Right Time

Speaker: Bryan Cohen
Location: Breakout 2
To market effectively, companies must view the journey through the consumer’s eyes. Customers engage with product on websites, mobile apps, through social media, in a video, on a widget, and on multiple devices. They may move from channel to channel, expecting seamless data. This presents an enormous opportunity for pharmaceutical companies to provide information to these consumers while also gaining recognition and trust. This session will analyze how to create, promote and distribute promotional content. We will cover:
• Gaining insight into the performance of omni-channel/relationship marketing from experiences in all industries
• Understanding the impact of a true marketing content hub and how it is critical to the success of your omni-channel marketing efforts
• Understanding how to “tell a story” by incorporating everything from websites, mobile apps, social media, YouTube, and more into an experience
• Tailoring content to be direct-to-consumer or to a specific professional
• Developing higher confidence that campaigns which utilize the latest tools and channels are compliant with government guidance
• Thinking global, but marketing local

03:20 PM – 03:50 PM – Navigating the Online Marketing Universe

Speaker: Cheryl Pederzoli
Location: Main Room
Trying to determining which online marketing strategies to use to market your products and services can be challenging. Especially if you aren’t familiar with all the options and how they work.
Together we will explore the online marketing universe and then walk through the most commonly used online marketing techniques. Learn what each tactic offers, the financial and time costs and how to measure performance. Get the details you need to select and execute on the top digital marketing techniques most commonly used by healthcare marketers.
This session is perfect for those new to online marketing or those who want a refresher on all the available options.

03:20 PM – 03:50 PM – Er, Uh, Um: How to help executives be sought after speakers

Speaker: Marcia Noyes
Location: Breakout 1
“Uh…like, you know, I have this great idea for a like a business thing and such, right?

In casual conversation, this is how most people talk. However, if company thought leaders use verbal fillers when conveying important messages, an audience will quickly tune out. Use them during a reporter conversation, podcast interview or in a presentation and the listener’s eyes will glaze over faster than a morning Krispy Kreme. Your executives want to be commanding speakers that leave an audience hanging on to every word. This session will help you help them achieve that goal.

03:20 PM – 03:50 PM – Customer Love

Speaker: Dr. Moshe EngelbergGunter Wessels
Location: Breakout 2
How do you really stand out? The best path to market differentiation in HIT is through customer relationships, which we extend into the radical idea of Customer Love™. Customer Love™ is serious, and the outcomes are significant. Very few HIT companies do CustomerLove™ – and fewer do it effectively. The marketing opportunity for moving from a transactional model to a Customer Love™ model is tremendous. Do you love your customers?? Do they love you? We’ll help you know if CustomerLove™ is right for you and how to do it successfully.

03:50 PM – 04:00 PM – Break
04:00 PM – 05:00 PM – Wrapup!
05:30 PM – 07:00 PM – HITMC Foundation Dinner
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