Healthcare and IT
Marketing Conference

Program

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Healthcare and IT Marketing Conference Schedule

We’re excited to announce the 2019 Healthcare and IT Marketing Conference (HITMC)! We look forward to seeing everyone from the healthcare marketing community on April 17-19, 2019 in Boston, MA.  Registration for HITMC 2019 is now open until April 1, 2019!  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.

The 2019 Healthcare and IT Marketing Conference program is now available.  We’re excited to have well over 40 sessions and 60+ incredible speakers at the 2019 conference.  Plus, we welcome the return of the always popular unconference sessions along with an amazing keynote from Dan Heath.

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 2019:

Wednesday
10:30 AM – 12:00 PM – Exclusive HITMC Research to Drive Better Content
1:00 PM – 1:45 PM – First Time Attendee Meetup
2:00 PM – 5:00 PM – Conference Program
7:00 PM – Casual Evening Meetup

Thursday
8:00 AM – 5:30 PM – Conference Program
7:00 PM – 9:00 PM – Evening Social

Friday
8:00 AM – 3:00 PM – Conference Program
3:00 AM – 5:00 PM – Fun Boston Activity
5:30 PM – HITMC Foundation Dinner (Invite Only)

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

The full HITMC 2019 program details are listed below or you can download the HITMC19 Schedule at a glance.
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Wednesday - April 17, 2019
10:30 AM – 12:00 PM – Exclusive HITMC Research to Drive Better Content

Speakers: John Lynn, Colin Hung
Location: Main Room

Join this special pre-conference session to learn about some new, exclusive HITMC research that will help you and your organization create better content.

01:00 PM – 1:45 PM – First Time Attendee Meetup

Location: Main Room

If you’re a first time attendee to the HITMC conference, you’re not going to want to miss this First Time attendee meetup.  At the meetup, you’ll learn what makes HITMC unique and you’ll have a chance to connect with and become friends with a number of people in the community both old and new.  Don’t miss out on this chance to make new connections that will transform the rest of your experience at HITMC.

02:00 PM – 02:45 PM – The New Webinar: Fresh Ideas, Creative Funnels and Top Performer Secrets for HIT Webinar Marketing

Speakers: Michelle Boucher, Lea Chatham, Kyle Chandler, Chris Slocumb
Location: Main Room
Audience: Health IT

This panel will discuss ways to take health tech webinars to the next level by incorporating direct marketing techniques and other methods not typically used by health tech marketers. How can webinars evolve for better engagement, more leads and shorter sales cycles?

02:00 PM – 02:45 PM – Scratching a Niche: Digital Marketing When the Audience is Small

Speakers: Josh Golden
Location: Breakout 1
Audience: Health IT

When you work in B2B Health IT, you face many challenges: broad audiences won’t cut it; lookalike audiences are a no-no; lead quality is key. In a niche industry, you can’t always rely on your website for quality leads, so a paid strategy is crucial. In this session, Josh Golden will outline strategies to win at digital marketing in small, niche markets.

02:00 PM – 02:45 PM – Success CAN happen when Sales picks the targets for Marketing

Speakers: Molly True, Heather Martin
Location: Breakout 2
Audience: Health IT

Windstream Enterprise transitioned from the Marketing dept. choosing campaign targets to having Sales choose them instead. It was a tremendous success. Prospects responded positively to the tailored messages delivered via email, direct mail and phone, netting more deals of higher value. Contrary to popular myth, getting Sales involved in marketing program design CAN boost effectiveness. Learn how you can apply a similar approach at your organization and reap the same rewards.

02:00 PM – 02:45 PM – From Skepticism to Evangelism: Building a Powerful Brand from the Inside Out

Speakers: Mara Lord, Mike Stefaniak
Location: Breakout 3
Audience: Healthcare Providers

Come to this session and learn the multi-tiered strategies that the Medical College of Wisconsin (MCW) used to overcome internal obstacles and ensure that its recent rebranding effort positively impacted revenue growth, recruitment, fundraising, and employee engagement.

02:50 PM – 03:35 PM – The Anatomy of a Website Redesign: Considerations, Costs, and Recommendations

Speakers: Justin Campbell
Location: Main Room
Audience: Healthcare Providers, Health IT

Re-designing a website is one of the most daunting initiatives a Marketer for healthcare delivery organizations and vendors, can undertake. Your website should be a living, breathing and changing asset. It must be edited and improved constantly. In this session, we will share best practices and our lessons learned in executing a website redesign.

02:50 PM – 03:35 PM – Every company has a story. OWN yours!

Speakers: Patty Keiler, Claire Pfarr
Location: Breakout 1
Audience: Health IT

People connect with stories, yet marketers are often challenged to tell the story of their organization in an authentic way. The typical story is about as warm as a scientific paper and lacks a cohesive voice. The challenge for marketers is to curate and blend the voices of the many internal stakeholders (authors) into a powerful story that everyone wants to tell, and — more importantly — people want to listen to. The right story can become a powerful differentiator that will drive awareness, conversation and ultimately conversions. Your brand is Original, Worthy, Necessary — OWN it! And get your colleagues to OWN it, too!

02:50 PM – 03:35 PM – Stop turning away leads from your booth. Trained, savvy booth staffers can double your results.

Speakers: Bill Lauf Jr.
Location: Breakout 2
Audience: Healthcare Providers, Health IT

Training booth staff is often overlooked – to the determent of your company and organization. Having trained and properly motivated staff in your booth can mean the difference between losing money and doubling sales. Learn effective tactics from TradeTec’s strategy consultant, Bill Lauf Jr., a veteran sales trainer in the exhibit business with over 30 years of experience. He uses a blend of personal experience, research, metaphors and compelling narratives to train 21st century booth staffing skills in an entertaining and immersive experience. Don’t miss this valuable session!

02:50 PM – 03:35 PM – Mapping Marketing to Moments – Using Content and CRM to Convert (at Northwell Health)

Speakers: Andrew Hanelly, Gina Czark
Location: Breakout 3
Audience: Healthcare Providers

The Well is a cutting-edge strategy that blends the art of editorial-quality content & the science of conversion-driven distribution that maps content to key moments in our customer lives. Come to this session and we’ll take you through the launch of Northwell Health’s new content brand.

03:40 PM – 04:25 PM – Making the Most of Marketing Automation: Tested Tips and Techniques

Speakers: Christine Slocumb, Ava Haekler
Location: Main Room
Audience: Healthcare Providers, Health IT

Want to fill your sales pipelines with qualified leads? We’ll show you how to select a system, optimize workflows, set up lead scoring, and get the best bang for your MA (Marketing Automation) buck. Get ready for actionable takeaways for beginners and experts.

03:40 PM – 04:25 PM – Know What Happens to Your Leads

Speakers: Dietke Fowler, Ha Mai
Location: Breakout 1
Audience: Health IT

You work hard for those leads. Yet, they tend to disappear as soon as you stop looking. This session covers how to set up and utilize tracking mechanisms to make sure all solid marketing leads arrive in Sales and are processed with due diligence.

03:40 PM – 04:25 PM – Breaking Down Silos: What’s the Right Strategic Mix of Earned, Paid, SEO, and Social?

Speakers: Ryan Lilly, Cliff Conneighton
Location: Breakout 2
Audience: Healthcare Providers, Health IT

Join us for real world lessons and best practices that ensure constant alignment across disciplines. Come learn about the life cycle of a successful, integrated PR/marketing program from defining a brand at the molecular level to goal setting, and from resource allocation to strategic execution. This session will delve into the ingredients needed in any good PR and marketing pantry, including: SEO/SEM, thought leadership, content, social media, earned media, paid media, and automation. Attendees will learn how to maintain a strategic view, while still putting the muscle and resources behind the right activities.

03:50 PM – 04:25 PM – It’s a digital-first world

Speakers: Helayne Lightstone, Reem Nouh
Location: Breakout 3
Audience: Healthcare Providers

Learn how Hartford HealthCare attracted eyes (and patients) with a digital first strategy and unique, attention-grabbing creative campaigns for their heart/vascular and cancer institutes.

07:00 PM – 09:00 PM – Evening Social Event

Sponsored by Matter Health

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Thursday - April 18, 2019
08:00 AM – 09:00 AM – Breakfast and Exhibits

Come enjoy a full breakfast where you can mix and mingle with peers and browse the exhibit area where you can create new connections, discover new solutions, and find new partners to help your company reach their marketing and PR goals.

09:00 AM – 09:40 AM – Opening and Welcome
09:45 AM – 10:30 AM – Health IT Press Panel

Speakers: John Lynn, Brian Eastwood, Jennifer Joe, MD, Fred Bazzoli, Jack Murtha
Location: Main Room
Audience: Health IT

Want to know how to make your story pitch stand out from the crowd? Ever wonder why certain companies get quoted all the time but yours doesn’t? Is media coverage really worth it? Get the real story (pun intended) from this panel of healthcare media experts and learn tactics to take your PR game to new heights.

09:45 AM – 10:30 AM – The Seven Layer Dip Approach to More Engaging and Converting Facebook Ads

Speakers: Briton James Page
Location: Breakout 1
Audience: Health IT

Get more engagement and inexpensive conversions using the “Seven Layer Dip” strategy on Facebook ads. The seven layer approach sets up low cost high engagement to get people into the top of the funnel, nurtures them with content, and then converts more qualified leads at less cost.

09:45 AM – 10:30 AM – Beyond the Content Pillar: How to Convert Killer Content into Quality Leads

Speakers: Lori Uzzo, Melissa Pickle
Location: Breakout 2
Audience: Health IT

Generating reams of content is impressive, but volume doesn’t always deliver value. Put your content pillar to work for you with stellar storytelling that fuels a long-term, nurturing program and serves up actionable sales leads.

09:45 AM – 10:30 AM – The Missing Piece of a MarTech Stack: A Voice of the Digital Customer Solution

Speakers: Kathy Divis, Mike Schneider
Location: Breakout 3
Audience: Healthcare Providers

A “Voice of the Digital Customer” solution is a vital part of a MarTech stack. In this session, learn about its importance, how it fits into the technology stack and how to build/deploy an effective tool in a healthcare organization.

10:30 AM – 10:45 AM – Networking Break and Exhibits
10:45 AM – 11:30 AM – Customer Panel

Speakers: Colin Hung, Sue Schade, TBD, TBD, TBD
Location: Main Room
Audience: Health IT

Customers are savvier, competition is fiercer, and what used to capture attention barely causes a ripple. How can you reach healthcare customers today? Hear directly from healthcare customers in this dynamic panel about what marketing/PR tactics work and what is a complete waste of time.

10:45 AM – 11:30 AM – How Design Thinking Will Amp Up Face2Face Marketing Results

Speakers: Lynn Reves, Rob Majerowski
Location: Breakout 1
Audience: Healthcare Providers, Health IT

This session defines the multi-step process known as ‘Design Thinking’ and illustrates ways to implement this thought process into your exhibit and event marketing program. While the focus will be on Face2Face marketing programs, Design Thinking is a methodology that can applied to almost any problem or situation.

10:45 AM – 11:30 AM – Curate and Leverage Data to Highlight Market Leadership via an Integrated Communications Strategy

Speakers: Emma Smith, Jessica Cohen
Location: Breakout 2
Audience: Health IT

Come to this session to learn how one healthcare company focused on improving patient access executed an integrated public relations and marketing strategy centered on leveraging proprietary survey data to break through the noise in the healthcare market and emerge as a thought leader.

10:45 AM – 11:30 AM – Content Marketing and Collaboration Strategies to Support Population Health Initiatives

Speakers: Dan Dunlop, Kate Gillmer
Location: Breakout 3
Audience: Healthcare Providers

In this presentation, attendees will learn how Renown Health, Copley Hospital and The Practical Playbook (Duke Medicine) are using blogs and other content marketing tactics to support their organizations’ population health initiatives within their communities. As hospitals move into the population health arena, healthcare marketers are ideally suited to play a key role in developing and executing strategies that engage key audiences. In this presentation, we will contrast the experience of three very different healthcare organizations who are on the front lines of population health management. Learn how the marketing teams at each institution are playing key roles in helping to support and lead those initiatives through content marketing.

11:35 AM – 12:20 PM – Get Your Piece of the Pie: Winning the PR Game When You’re One Slice of a Big Company

Speakers: John Lynn, Beth Friedman, Heather Dorsett, Jillian Wood, Nancy Ragont
Location: Main Room
Audience: Health IT

Being a healthcare division of a large national company isn’t easy, espcially when it comes to PR. Learn from this panel of passionate Health IT executives who will share their proven tactics and strategies to improve PR and marketing performance for the healthcare divisions of big national companies.

11:35 AM – 12:20 PM – Account Based Marketing and Demand Unit Waterfall to Strategically Approach the Provider Market

Speakers: Mark Erwich
Location: Breakout 1
Audience: Health IT

Imprivata, transitioned from a traditional lead generation model to an Account Based Marketing model, and implemented the Demand Unit Waterfall to measure progress. Account Based Marketing drove a more strategic approach and increased pipeline, better conversion rates, and shorter sales cycles. In this session, learn how you can do the same for your organization.

11:35 AM – 12:20 PM – How to Engage Patients Who Dislike Your Brand: An MIT Success Story

Speakers: James Gardner, David Tytell
Location: Breakout 2
Audience: Healthcare Providers

Generation Z is a tricky audience to reach. They’re digitally native, connected, educated, and sophisticated. They also think they will never get sick! For the medical clinic at the Massachusetts Institute of Technology (MIT), student health and wellness is a critical goal. Social media, not surprisingly, is central to their communication strategy. But how do you get Generation Z to “like” you and engage with your health-related messages when the last thing they want to think about is making a medical appointment? James and David will share MIT’s successful strategies for reaching out to Generation Z through innovative content, events, and a few parlor tricks.

11:35 AM – 12:20 PM – Does Anyone Speak Healthcare?

Speakers: Marli Mesibov, Jenn Stoltz
Location: Breakout 3
Audience: Healthcare Providers

Health literacy is low. Why? Health care is complex, and when people most need our help they are also stressed, scared, and busy. That leads to miscommunications, which can mean anything from higher costs to deadly prescription misuse. It’s up to us as communicators to bridge the gap. We can educate, guide, and connect patients to their care. Join this session to learn how.

12:20 PM – 01:30 PM – Lunch Break & Exhibits

Join us for a full lunch as you enjoy time connecting with new and old friends.  Plus, be sure to collect all of the exhibitors’ “secret words” so you can win some great prizes.

01:30 PM – 02:15 PM – Unconference

Facilitators: Sarah Bennight, Shahid Shah, Michelle Boucher, Colin Hung
Location: All Rooms
Audience: Healthcare Providers, Health IT

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.

02:20 PM – 03:05 PM – The Value of the Patient Voice (Patient Panel)

Speakers: Shereese Maynard, Jen Horonjeff, PhD, Lisa Gualtieri, PdD, ScM, Linda K. Kenney
Location: Main Room
Audience: Healthcare Providers, Health IT

Involving patients in the design of processes, marketing campaigns and even products is a noble goal. But where do you start? How can you overcome internal objections? Is there a right way (and conversely a wrong way) to approach patients? Join this esteemed panel of advocates who have a unique blend of business + patient perspectives and learn how to effectively involve patients in your marketing efforts.

02:20 PM – 03:05 PM – Two Fireside Chats: Leveraging Health Data Research

Speakers: Shahid Shah, Cynthia Porter, Jessica Vicars, Jared Jeffery
Location: Breakout 1
Audience: Healthcare Providers, Health IT

In these two back to back fireside chats, Shahid Shah will facilitate two discussions on how your organization can leverage health data research in your marketing efforts.  In the first chat, Cynthia Porter and Jessica Vicars from Porter Research will share their experience working with multiple companies on the right ways to do healthcare research and then share ideas on how to use that research in your marketing efforts.  After that, Jared Jeffery from KLAS Research will share insights into the KLAS Research efforts and the best ways organizations can leverage their research and Best of KLAS rankings in their marketing.

02:20 PM – 03:05 PM – Stickiness, Strategy and Spaghetti: What You Need in Your Marketing Go Bag

Speakers: Marissa Salzone, Dean Maloney
Location: Breakout 2
Audience: Health IT

Marketing is at the highest complexity ever and throwing fresh Marketing spaghetti at a wall, hoping it sticks is not a recipe for success. In today’s crowded marketplace, Marketers need every penny to cut through the noise and catch the attention span of consumers. Stop throwing spaghetti and pack your Marketing Go Bag with the tools and strategy to be awesome!

02:20 PM – 03:05 PM – Launching a New Treatment? How to Build your PR Strategy & Secure Top Media Placements

Speakers: Geoffrey Hawes, Annie Scranton
Location: Breakout 3
Audience: Healthcare Providers

In this session, hear from New Hope Fertility Center’s Marketing Director, Geoffrey Hawes and Pace PR President and Founder, Annie Scranton on how to secure top media placements for your healthcare organization.

03:05 PM – 03:20 PM – Networking Break and Exhibits
03:20 PM – 04:30 PM – Keynote – Dan Heath

Keynote by Dan Heath followed by a Fireside Chat with Eric Meerschaert

Brought to you in partnership with Studio North

New York Times best-selling author. He co-wrote four of the most-loved business books of the past decade: Made to Stick, Switch, and Decisive, and his latest book, The Power of Moments, which explores why certain brief experiences can jolt, elevate and change us – and how we can learn to create these extraordinary moments in our life and work.

04:30 PM – 05:30 PM – Exhibitor Social Reception

Join us in the exhibit area for some scones, brownies, popcorn, and coffee.  Plus, Dan Heath will be signing 150 copies of his book The Power of Moments.  This is a great time to connect with exhibitors and understand how they can help you and your business.  Plus, you can get your exhibitor bingo card completed.

07:00 PM – 09:00 PM – Evening Social Event

Sponsored by SmartBrief

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Friday - April 19, 2019
08:00 AM – 09:00 AM – Breakfast and Exhibits

Come enjoy a full breakfast where you can mix and mingle with peers and browse the exhibit area where you can create new connections, discover new solutions, and find new partners to help your company reach their marketing and PR goals.

09:00 AM – 09:45 AM – HITMC Awards

Come and support your peers as we hand out Medigy HITMC Award.  Plus, we’ll be sharing the winning work and insights from the winners.  A big thank you to Medigy from Netspective Media for sponsoring the awards.

09:45 AM – 10:10 AM – Networking Break and Exhibits
10:10 AM – 10:55 AM – Healthcare Advocacy + Marketing

Speakers: Dan Dunlop, TBD, TBD, TBD
Location: Main Room
Audience: Healthcare Providers

As regulators take aim at healthcare, organizations are being forced to become more politically active in their communities. From mandatory nursing levels to zoning bylaws, organizations can no longer sit idle on the sidelines. But how can marketing and PR professionals be effective at this type of advocacy? Hear from this panel of peers who have successfully incorporated advocacy into their the Marketing & PR routines at their hospitals and learn about the difference it has made.

10:10 AM – 10:55 AM – Social Media Law

Speakers: Beth Cooper, Esq.
Location: Breakout 1
Audience: Healthcare Providers, Health IT

Social media is a fantastic and fun marketing tool for healthcare companies. However, as a form of commercial advertising, marketers must be mindful of the applicable legalities. This session provides an overview of common legal challenges associated with social media marketing.

10:10 AM – 10:55 AM – Why Savvy Marketers are Embracing Podcasting to Drive Thought Leadership and Engage Audiences

Speakers: Carol Flagg
Location: Breakout 2
Audience: Health IT

Podcasting and Internet radio streaming are on the rise and healthcare marketers are beginning to embrace the medium as a valuable content option to drive thought leadership and reach a highly engaged audience. In this session, Carol Flagg, will share the latest research on listening audiences and present actionable tactics on how to get started.

10:10 AM – 10:55 AM – From Vendor to Partner: Strategies to Build Strong, Successful Client/Agency Relationships

Speakers: Natalie Joslin, Lea Chatham
Location: Breakout 3
Audience: Health IT

Attendees will learn how to fortify the client/agency relationships through the experiences of one partnership that has moved beyond the “vendor” model to achieve success with key marketing and communications objectives.

11:00 AM – 11:45 AM – Unconference

Facilitators: Sarah Bennight, Shahid Shah, Michelle Boucher, Colin Hung
Location: All Rooms
Audience: Healthcare Providers, Health IT

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

Join us for a full lunch as you enjoy time connecting with new and old friends.  Plus, be sure to collect all of the exhibitors’ “secret words” so you can win some great prizes.

01:00 PM – 01:45 PM – Is Patient Experience + Marketing more like eggs and bacon, or oil and water?

Speakers: Richard Corder, Nancy Michaels, TBD, TBD
Location: Main Room
Audience: Healthcare Providers

Marketing and PR leaders at hospitals are increasingly being asked not only to incorporate patient experience into their go-to-market campaigns, they are also being asked in some cases to lead the patient experience programs for their organizations. Sounds easy right? Not really. Join four experts at this panel session to learn practical and effective ways to make patient experience a cornerstone of an effective marketing campaign AND how to ingrain patient-centric thinking into your daily routines.

01:00 PM – 01:45 PM – Magic Sauce! The Secret to Crafting Meaningful Marketing Moments

Speakers: Shannon Lee, Stacy Goebel
Location: Breakout 1
Audience: Healthcare Providers, Health IT

Marketing is easy. Marketing magic is not. By adapting the concepts from the keynote, The Power of Moments, this session will share the secret recipe for crafting “magic sauce” – marketing that will entice your healthcare audience and leave a long-lasting impression.

01:00 PM – 01:45 PM – Translating Your Technical Experts into English

Speakers: Marnie Hayutin
Location: Breakout 2
Audience: Health IT

Our products are complicated, but our messaging shouldn’t be. There’s an art to making sophisticated technical information accessible to all our buyer personas. Learn the interviewing techniques that will keep your experts on topic, as well as the editing skills that leverage their authority without alienating the reader.

01:50 PM – 02:40 PM – Building Brands and Customer Communities: Digital Marketing from the Trenches

Speakers: Tom Jones, Tim Omalley, TBD
Location: Main Room

Hear from client and agency marketing leaders charged with transforming budget dollars into the holy grail of ROI customer leads and sales. In this panel discussion, led by PR and marketing leader Tom Jones, clients and agencies will share inside digital communication strategies that work and offer honest feedback on “knowing what I know now, I wish I had…” From developing creative to working across social platforms to online media buys, these veterans will talk from the heart about what’s at stake for companies using social media as a primary marketing platform to build communities.

01:50 PM – 02:40 PM – The ABC’s of ABM

Speakers: Cristina Dafonte, Beth Frost
Location: Breakout 1

In this session, we’ll cover HealthStream’s first-ever ABM campaign, sharing with you the down and dirty details that went into bringing $18.5M in opportunity value to the sales organization.

01:50 PM – 02:40 PM – The Lexie Transformation: How a Regional Medical Center Created a World-Class Intranet

Speakers: Dean Schuster, David Anderson
Location: Breakout 2
Audience: Healthcare Providers

Hospital intranets are a critical tool, but most are confusing, outdated, and poorly maintained. Lexington Medical Center, a 6500-employee regional hospital, created a world-class intranet that improved everyday operations. We’ll tell you the secret.

02:40 PM – 03:00 PM – Wrapup!

Join us for the HITMC wrapup session where those in the community share what they’ve learned at the conference.  This is a great way to end the conference as we learn and share with each other.

03:00 PM – 05:00 PM – Fun Boston Activity

Join the HITMC community for an informal meetup to tour some of the famous Boston sites.  We’ll gather in the lobby of the hotel and head out in ad hoc groups with some locals to visit sites such as the Freedom Trail, Cheers, Boston Commons, Quincy Market, and many more.

05:30 PM – 07:00 PM – HITMC Foundation Dinner (Invite Only)
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