Healthcare IT Marketing
& PR Conference

Program

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Health IT Marketing and PR Conference Schedule

Join us at the Healthcare IT Marketing and PR Conference (HITMC) happening April 4-6, 2018 in New Orleans.  Registration for HITMC 2018 is still open until March 7, 2018!  If you’d like to be kept up to date on all the conference details as they’re announced or have any questions, let us know on our contact us page.

Be sure to check out our long list of amazing healthcare IT marketing and PR professionals that will be speaking at the 2018 Healthcare IT Marketing and PR Conference.  We’re still finalizing a few elements of the conference program, but you can see the majority of the program here.

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.

The HITMC community and culture of sharing and support is something really special and unlike anything you’ll find anywhere else.

Here’s a look at the general schedule for HITMC 2018:

Wednesday
9:00 AM – 2:30 PM – Pre-Conference Workshops (*Separate registration required, lunch included)
3:00 – Casual Pre-conference Meetup
7:00 PM – Casual Pre-conference Evening Meetup

Thursday
8:00 AM – 5:45 PM – Conference Program
7:00 PM – 9:00 PM – Evening Social

Friday
8:00 AM – 5:00 PM – Conference Program
5:30 PM – HITMC Foundation Dinner (Invite Only)

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

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Thursday – April 5, 2018
08:00 AM – 09:00 AM – Breakfast and Exhibits
09:00 AM – 09:30 AM – Opening and Welcome
09:30 AM – 10:30 AM – State of the HITMC Keynote
10:30 AM – 10:45 AM – Networking Break & Exhibits
10:45 AM – 11:30 AM – Making Dollars and Sense of Conference Organizing: Rock your Next Event Without Losing Sleep

Speaker: Marcia Noyes, Deborah McLain, Naila Maroon, Brittany Quemby
Location: Main Room

Late nights and money worries sum up conference management. Yet, successfully executing events can mean the difference between a profitable or a stagnant bottom line. This session gives you strategies to rock your next event and keep you from draining the coffee pot.

10:45 AM – 11:30 AM – How to Build a Diverse Media Facing Thought Leadership Bench

Speaker: Ryan Lilly, Tara Auclair
Location: Breakout 1

Developing a bench of internal thought leaders is an effective way to drive a differentiated message into the market. Building and sustaining that bench is a challenge. Learn how a leading health tech company partnered effectively with an agency to overcome internal barriers and worked across lines to build out engaging and impactful platforms for spokespeople.

10:45 AM – 11:30 AM – Moving the Needle through Research Driven Brand Marketing

Speaker: Jill McDonald Halsey, APR
Location: Breakout 2

Lawrence General had a reputation problem. Located in a poor, largely immigrant city, this safety net hospital north of Boston had trouble attracting patients from surrounding affluent communities. With a relatively small budget, the hospital launched a campaign that has begun to turn the tide on public opinion and to reset the brand reputation. Learn how consumer research drove the brand elevation messaging.

10:45 AM – 11:30 AM – Social Media Sucks

Speaker: AJ Montpetit
Location: Breakout 3

The allure of automation, triggers, and if-this-then-thats have taken the social out of social media. Don’t get caught in this trap. Learn how to build a vibrant tribe online through community, conversations, and content.

11:35 AM – 12:20 PM – Press Panel

Speakers: Colin HungGabriel Perna, Janet Kennedy, TBD
Location: Main Room

TBD

11:35 AM – 12:20 PM – What the Funnel? Optimizing Your Marketing Funnel to Drive Results

Speaker: Sarah E Bennight
Location: Breakout 1

You produce brilliant content. But do you have the right content to drive funnel progression at each stage of the buying journey? Failing to optimize the funnel conversion process with the right content at the right time can stall the buyer journey. Learn key strategies to ensure content optimization in this session with real working examples.

11:35 AM – 12:20 PM – Keeping Up with the Consumerization of Healthcare: Digital Engagement and Personas

Speaker: Jeff Steblea, Christine Gallery
Location: Breakout 2

The healthcare industry is fast approaching an exciting paradigm shift in the way healthcare providers engage with patients. Much like other industries, such as finance, retail, and travel, healthcare is set to become patient-driven and accessible from anywhere at any time. Learn how to adopt a patient-focused initiative that creates a personalized, one-to-one experience by identifying the needs of a patient through the lens of a retail consumer, including a discussion of digital personas.

11:35 AM – 12:20 PM – Winning Over Customers, Even Through Pricing Changes

Speaker: Shawn McKee, Bradley LaFave
Location: Breakout 3

Price changes are never easy to introduce to customers. If not done properly, the rate hike can have adverse impact on the bottom line and on the company’s reputation/brand. This is precisely why it’s imperative marketing get involved in the process early on, Learn how to make the case for marketing’s early involvement and how to tap into the power of customer personas to shape an effective communication strategy to keep customers delighted throughout the change.

12:20 PM – 01:30 PM – Lunch Break & Exhibits
01:30 PM – 02:15 PM – Healthcare Association Panel

Speaker: Kathleen Wessel, Todd Evenson, Stephanie Fraser, TBD
Location: Main Room

TBD

01:30 PM – 02:15 PM – How to Write a Winning Proposal for Top Tier Healthcare IT Events

Speaker: Beth Friedman, Angela Jenkins
Location: Breakout 1

Shift from wimpy proposals to winning abstracts during this HITMC session. Identify key ingredients for successful speaker proposals at top events—including HIMSS. Attendees are even invited to bring a draft abstract for practical, hands-on advice!

01:30 PM – 02:15 PM – Getting Executive Support for Your Content Strategy and on Camera too!

Speaker: Dan Dunlop, Suzanne Hendry
Location: Breakout 2

Getting buy-in from executives on you content strategy is hard. Getting healthcare executives to buy-in AND agree to be on-camera is even harder. The marketing team at Renown Health was faced with this challenge when they were charged with growing the organization’s reputation nationally. To achieve the goal, the Renown team developed a comprehensive thought-leadership strategy. Key to the execution of that strategy was creating compelling, valuable content with their executives on-camera. Come to this session and learn how the team turned executive trepidation into enthusiasm and how the phenomenal results of the program served as a positive feedback loop that encouraged further participation.

01:30 PM – 02:15 PM – Using Video to Effectively Support Sales Through Each Step of the Process

Speaker: Dennis Dailey
Location: Breakout 3

Wanna know the best ways to support your sales channel with video? Video is exciting and fun, but the process can be fraught with mistakes and it’s easy to walk away with deliverables that are less than what you desire. This entertaining and informative session shows real-world examples of the right and wrong way to employ video at each stage of an emotionally intelligent sales process. Learn how to effectively support your company’s sales efforts with video.

02:20 PM – 03:05 PM – Unconference

Location: All Rooms

Join us for our extremely popular unconference sessions where the attendees create the agenda, ask the questions, and give the answers.  Attendees regularly comment that the unconference sessions are the highlight of their HITMC experience.

03:05 PM – 03:20 PM – Networking Break & Exhibits
03:20 PM – 04:05 PM – The Future of B2B Healthcare Marketing Panel

Speaker: Burt Rosen, Murray Izenwasser, TBD, Nancy Ragont
Location: Main Room

TBD

03:20 PM – 04:05 PM – Digitize, Harmonize, Monetize: 3 Steps to a Modern PR Strategy

Speaker: Paul Berthiaume, Liz Carroll
Location: Breakout 1

Digitize, Harmonize. Monetize. How did a 50 year old company transform itself with a more aggressive PR strategy, leading to aligned communication efforts, increased media wins and successful reintroduction into the healthcare IT market — all culminating into increased sales bookings? Learn how to gain executive buy-in, sustain momentum and move to a digtial-first strategy.

03:20 PM – 04:05 PM – Embracing Digital Transformation and The Customer Journey

Speaker: Kelly Hoffman,Keir Bradshaw
Location: Breakout 2

This session will walk through the total patient experience that causes digital conversions on a hospital website – and how knowing this experience can help B2B transactions. Learn how and why defining the customer journey improves overall patient engagement from a digital perspective. In addition, conduct a customer journey mapping exercise: developing customer personas, content planning, conversion goals and KPIs.

03:20 PM – 04:05 PM – Achieve the Magic of Sales and Marketing Alignment With a Lead Lifecycle and Marketing Automation

Speaker: Amy Hamilton
Location: Breakout 3

Gone are the days of throwing leads at sales and hoping they do something with them. Leverage a lead lifecycle and the power of your marketing automation tool, to achieve transparent lead management and the coveted, Marketing + Sales alignment.

04:15 PM – 04:45 PM – HITMC Awards
04:45 PM – 05:45 PM – Exhibitor Social Reception
07:00 PM – 09:00 PM – Evening Social Event
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Friday – April 6, 2018
08:00 AM – 09:00 AM – Breakfast
09:00 AM – 09:45 AM – Social Media Panel

Speaker: TBD
Location: Main Room

TBD

09:00 AM – 09:45 AM – Optimizing Your PR Experience to Meet Your Goals

Speaker: Patricia Salber, MD, Annie Scranton
Location: Breakout 1

Being on TV is guaranteed to drive traffic to your website right? Not so fast. Setting the wrong PR goal like “get me on TV” may not lead to the results you want. Learn first-hand how to set better goals and establish measures of progress that are meaningful for your business.

09:00 AM – 09:45 AM – Making Brand the Center of Any Healthcare Mergers and Acquisition Strategy

Speaker: Matt Bowen
Location: Breakout 2

Healthcare mergers & acquisitions continue to increase, yet according to Harvard’s Clayton Christensen, 80% of M&As fail to live up to their planned potential. The root of the failures lies in the fact that the newly formed entity often finds itself struggling to identify what the new corporation will look like and what it will stand for. This session will tackle the key factors that should go into bringing brand strategy to the forefront during a merger.

09:00 AM – 09:45 AM – I Can Say That?: Aligning Marketing & Legal

Speaker: Matthew FisherJared Johnson
Location: Breakout 3

Can surgeries really be live-streamed? Can physicians engage on Facebook Live? Marketing and legal are not opposing forces. While healthcare operates in a complex regulatory environment, it is manageable. By collaborating, organizations can more effectively engage with and reach patients or customers. Be prepared.

09:45 AM – 10:10 AM – Networking Break & Exhibits
10:10 AM – 10:50 AM – Six (Health IT) Chicks: Career Profiles in HealthIT and Marketing

Speaker: Shereese Maynard, Lea Chatham, Jo Hausman, Amber Gabrielle (Lee), Jami Martin, Jennifer Michelle
Location: Main Room

The focus on the growth of female leaders in the healthcare sector makes it vital for women to have a plan, network strategically, & chart a path.This session is a unique opportunity to hear from women of diverse backgrounds, & unique career choices

10:10 AM – 10:50 AM – Auditing Your Marketing Department: A No BS Framework for Business Improvement

Speaker: Christine Slocumb
Location: Breakout 1

The success your company is resting on your marketing strategy. Whether you have a marketing budget of $50K or $50M, you can benefit from a structured audit process. While the word “audit” strikes fear in the hearts of taxpayers, conducting a marketing audit can actually be a very positive exercise. Learn an actionable framework you use to make your marketing hum.

10:10 AM – 10:50 AM – Igniting the Match: Driving Primary Care Volume Through an Online Matching Site

Speaker: Bob Waddell, Doug Spear
Location: Breakout 2

Learn how Shawnee Mission Health developed an innovative, profitable online platform to match consumers with their ideal providers using consumer segmentation techniques in order to grow one of its service lines.

10:10 AM – 10:50 AM – Enabling Sales through a Community

Speaker: Molly True
Location: Breakout 3

Bringing your sales team up to speed on the healthcare industry can be a challenge and keeping them engaged can be even more of a challenge. Learn how a virtual team managed to engage an entire sales team on a monthly basis and helped them be seen as trusted advisors.

11:00 AM – 11:45 AM – Unconference

Location: All Rooms

Join us for our extremely popular unconference sessions where the attendees create the agenda, ask the questions, and give the answers.  Attendees regularly comment that the unconference sessions are the highlight of their HITMC experience.

11:45 AM – 01:00 PM – Lunch Break & Exhibits
01:00 PM – 01:45 PM – Healthcare CRM Panel

Speaker: Daniel Quinn, Trey Williams, TBD, TBD
Location: Main Room

TBD

01:00 PM – 01:45 PM – Print and Digital Asset Management Best Practices

Speaker: Larry Williams, Brenda Agee
Location: Breakout 1

Marketing teams typically spend a lot of their time managing one off requests instead of being strategic. This session will present methods which allow marketing to utilize time efficiently instead of constantly updating, tracking & managing.

01:00 PM – 01:45 PM – Lurking in the Shadows: Dark Social Media

Speaker: Tina Shakour
Location: Breakout 2

You know it’s happening. You see it there, lurking in your Google Analytics – an increase in web traffic. Yet, your highly engaging Facebook post didn’t seem to generate any referral traffic. What is going on? Dark Social Media is what’s happening. Learn how to track and show the results you instinctively know are happening.

01:00 PM – 01:45 PM – Writer’s Ed: Secrets for Stellar Click-Through Rates

Speaker: Marnie Hayutin
Location: Breakout 3

The most sophisticated analytic tools are useless if no one clicks on your content. Harness the techniques of master journalists to write headlines and intro paragraphs that capture the attention of your customers and deliver engagement results.

01:50 PM – 02:40 PM – The Future of B2C Healthcare Marketing Panel

Speaker: TBD
Location: Main Room

TBD

01:50 PM – 02:40 PM – Lessons in Live Video

Speaker: Stacy Goebel
Location: Breakout 1

It’s getting harder and harder to get your content noticed in an organic social news feed. Pay to Play is one way to do it. Live video is another. When it comes to video, what really matters is crafting content that your viewers actually care about. From low-tech to high-tech, we’ll share practical tips that you can execute social video on any budget.

01:50 PM – 02:40 PM – Looking Past Generational Labels – Diving into the Value of Patient Data in Service Line Marketing

Speaker: Kyra Hagan
Location: Breakout 2

Organizations that only launch campaigns based on generational labels miss chances to boost response, increase consumer affinity & achieve ROI. This session shows how diving into consumer data helps leverage personalized experience as a competitive weapon.

01:50 PM – 02:40 PM – Unlocking the Black Box of Provider Data

Speaker: Matthew Hedberg
Location: Breakout 3

Ad budgets are moving towards new technology, but there has been little change in how healthcare and pharmaceutical marketers approach audiences. This session will discuss how marketers can utilize marketing technologies to reach targets effectively.

The healthcare industry is unlike most ad tech data driven segments in that it’s extremely deep in source data. It is driven by over 1000 different drug prescriptions with up to 23-25 million prescriptions written per month, by 800,000 doctors – plus the doctor’s specialty, the prescriptions, the hospital, the clinic etc. Why don’t marketers take advantage of this enormous amount of provider data to target influential audiences with strategic messages at the time they are most receptive?

In this session, Matt Hedberg of Semcasting will explore the use of data and give attendees the tools to be able to dramatically improve their messaging effectiveness. The data that is already out there can provide marketers with physicians by name, where they practice, their office and what their specialties are. The next step is learning how to effectively target them online and log their actions.

02:40 PM – 03:00 PM – Networking Break & Exhibits
03:00 PM – 03:45 PM – Thought Leadership Dominance: How Integrated Idea-marketing Turned a Small Firm Into a Big Success

Speaker: Jana Langhorne, Scott Collins
Location: Main Room

Think you’re too small and too busy to become an industry thought leader? Think again. Learn how a small services company transformed itself into a dominant, publicly traded leader by leveraging the power of thought-leadership. Learn how to create an idea-factory, develop a “cult of personality” and achieve synergy between PR and Sales.

03:00 PM – 03:45 PM – Are You Worthy? Find Out How to Track and Analyze Content Marketing Success

Speaker: Lea Chatham
Location: Breakout 1

You’ve heard it a hundred times—is your content marketing really producing ROI? Your company is investing in content marketing, and you need to show that you are producing results. Learn how to use performance indicators to grow and improve your program. It’s time to prove your worth.

03:00 PM – 03:45 PM – They Said WHAT?!! A Guide to Compliant Online Patient Engagement for Today’s Healthcare Leader

Speaker: Jamie Verkamp, Kathryn Ayers-Wickenhauser
Location: Breakout 2

Compliance in a connected world; it is attainable? You bet! Discover innovative ideas to compliant online patient engagement and marketing that you can put to work for your organization right away.

03:00 PM – 03:45 PM – Making Quality and Safety Data Meaningful to Healthcare Consumers

Speaker: Shawn Gross, TBD
Location: Breakout 3

Consumers don’t define quality the same way we do. To help them learn about quality data & how Ochsner performs, Ochsner developed an interactive experience giving consumers the ability to personalize their care recommendations. Come see a live demo!

03:50 PM – 05:00 PM – Wrapup!
05:30 PM – 07:00 PM – HITMC Foundation Dinner (Invite Only)
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