Healthcare IT Marketing
& PR Conference

Program

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Health IT Marketing and PR Conference Schedule

The 2018 Healthcare IT Marketing and PR Conference (HITMC) is almost here! Everything is coming together nicely and we are looking forward to seeing everyone April 4-6 in New Orleans.  Registration for HITMC 2018 is still open until March 31, 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.

*NEW this year, is our full conference program which is now available as a convenient PDF download. A printed copy of the program will be in your welcome bag when you pick up your badge. You can also check out our schedule at a glance for easy conference planning. We have over 40 amazing sessions this year and 60+ incredible speakers. Be sure to check out their profiles online.

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 at NOLA Marriott Pool (5th floor)
7:00 PM – Casual Pre-conference Evening Meetup at Barcadia

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

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

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 – 09:30 AM – Opening and Welcome
09:30 AM – 10:30 AM – State of the HITMC Keynote

The HITMC Community recently participated in a survey that gave insights into the HITMC market as a whole.  Which conferences are people attending?  What kind of marketing budgets do community members get and where are they spending that budget?  How many in the HITMC community are working with agencies?  Where are companies spending their ad dollars?  These questions and many more will be answered as we share the results of the first ever HITMC community survey.  Plus, we’ll inspire you to keep doing the important work you’re doing and how the work we do impacts healthcare for good.

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

Speakers: 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

Speakers: 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 – Meet the Press Panel

Panelists: Colin HungGabriel Perna, Janet Kennedy
Moderator: Patty Penetar
Location: Main Room

Want to learn what makes press tick?  In this panel learn firsthand perspectives on how press like to work with companies, what bothers them, and what helps them deliver effective stories to their readers.  This diverse panel will include perspectives from a journalist, a podcaster, and a blogger.  Come and learn the best techniques for engaging the healthcare IT press.

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

Speakers: 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

Speakers: 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

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 – Maximizing Association Relationships Panel

Panelists: Kathleen Wessel, Todd Evenson, Stephanie Fraser
Moderator: Colin Hung
Location: Main Room

Healthcare associations present a great opportunity for healthcare marketers to reach their target audience.  However, it’s important to understand the unique approach each association takes to working with vendors.  This panel of experts will help you better understand how vendors can more effectively work with healthcare associations like AHA (Health Forum), MGMA, and CHIME.

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

Speakers: 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!

Speakers: Dan Dunlop, Suzanne Hendery
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.

02:20 PM – 03:05 PM – Unconference

Speaker: TBD

Location: Breakout 1
TBD

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

Panelists: Burt Rosen, Murray Izenwasser, Michelle McCoy, Nancy Ragont
Moderator: Colin Hung
Location: Main Room

This panel of healthcare B2B experts will share their diverse views on the future of B2B healthcare marketing and PR.  What trends should you be watching?  What creative things can you do to make sure you’re well positioned for the future?  What tools, skills, and platforms will you need to be a successful B2B healthcare marketer?  The panel will also share practical advice on how to ensure you’re prepared for future changes in healthcare.

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

Speakers: 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 – Reputation Management Is More Than Crisis Control

Speakers: Dean Richardson, Maria English
Location: Breakout 2

A healthcare organization’s reputation is essential to its success — and survival — with public trust developed, in part, by how companies manage risk and crisis response. However, too often, people intrinsically connect reputation management with crisis events. With the 24/7 news cycle and millions of engaged consumers online, learn why it’s no longer sufficient to view reputation management solely in the context of crisis control.

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

Come and support your peers as we hand out the HITMC 2018 Awards.  A big thank you to Netspective Media for sponsoring the HITMC Awards.

04:45 PM – 05:45 PM – Exhibitor Social Reception

Join us in the exhibit area for some New Orleans, Café Du Monde style fare including: Classic New Orleans Beignets, Fresh Fruit Salad, King Cake Popcorn, Creole Pralines, Mardi Gras king cake bites, and Café au lait.  This is a great time to connect with exhibitors and understand how they can help you and your business.

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

Sponsored By:

For our evening social event, we’ll be heading to The Swamp on the famed Bourbon Street for an evening of networking and fun.  Join us in the conference hotel lobby at 6:50 and we’ll walk over as a group or meet us directly at The Swamp (map) at 7.  The HITMC event will be on the 2nd floor (including the balcony).  Thanks to SmartBrief for sponsoring our social event which will include an open bar and light appetizers.  Rumor has it there may also be beads and a dance floor.

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Friday – April 6, 2018
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 – Leveraging Social Media for Real Business Impact

Panelists: Tristin Bates, Beth Cooper, Janae SharpDan Smith
Moderator: John Lynn
Location: Main Room

Every company seems to be using social media, but how do you leverage social media for real business impact? What are the right social media to use and how can you use them effectively? Using the “live” elements of social media have become really popular, is that an effective use of your time when marketing your business? In this panel we’ll discuss how your business can benefit from social media including using social media to: influence the influencers, garner press coverage, make online connections that enable offline opportunities, find and secure speaking opportunities, and much more.

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

Speakers: 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

Speakers: 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 – 10:55 AM – Six (Health IT) Chicks: Career Profiles in HealthIT and Marketing

Speakers: Shereese Maynard, Lea Chatham, Jo Hausman, Amber 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 – 10:55 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 – 10:55 AM – Igniting the Match: Driving Primary Care Volume Through an Online Matching Site

Speakers: 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 – 10:55 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

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 – Fueling Growth in Healthcare with CRM Panel

Panelists: Bill MarshallDaniel Quinn, Trey Williams
Moderator: Colin Hung
Location: Main Room

A CRM is essential to every healthcare organization.  However, many CRM implementations aren’t reaching their full potential.  In this panel conversation, panelists will dive into how to best utilize a CRM in your organization.  Learn CRM best practices and practical innovations you can use to get the most out of a CRM.  If you’re struggling with your CRM or want to learn how you can maximize your CRM efforts, join us for this panel discussion.

01:00 PM – 01:45 PM – Leveraging Best Practices for Digital Assets & Marketing Collateral Management

Speaker: Larry Williams, Brenda Agee
Location: Breakout 1

You start the day off with great intentions only to be interrupted all day with time bandits. At the end of the day, you realize that you did not get to work on the important strategic projects but managed a lot of one off requests. Since most of us can’t simply say “NO!”, there are proven strategies for reclaiming your time. Attend this session to learn how you can Leverage Best Practices in Digital Assets and Marketing Collateral Management so you can start recovering your time!

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 Unconference

Facilitator: Jared Johnson
Location: Main Room

Join us for a special B2C unconference session focused on the Future of B2C healthcare marketing.  If you’re interested in patient marketing and PR, this unconference experience will give you the opportunity to share your challenges and problems and those in attendance will share experiences and insights to help you overcome them.  That’s right.  In this session, the attendees will drive the conversation so you get the answers to all your burning questions.

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

Speakers: 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

Speakers: 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

Speakers: Shawn Gross, Amber Welch
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!

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.

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