2019 Fall Conference Agenda

2019 Fall Conference Agenda

Wednesday, November 20

8–9 a.m. – Welcome Breakfast with Sponsors/Registration Open
9–10 a.m. – Concurrent Sessions

• Service Lines, Marketing Leaders and Physician Outreach – a Recipe for Internal Collaboration(Mitzi Kent, Barlow McCarthy)
• With all the Millennial Hype, Don’t Forget about the Baby Boomers – Learn about Segmentation Marketing from Out-of-Industry (Gene Petersen, Frederick Swanston Advertising)

8:45–10:15 a.m. – Workshop
Healthcare Marketing Plans that Work – (David Marlowe, Strategic Healthcare Marketing)

10–10:30 a.m. – Break with Our Sponsors

10:30–11:45 a.m. – Opening Keynote
Content Marketing: Integrating Storytelling Into Partnerships - (Mark Shelley, Lexington Medical Center)

11:45 a.m.–1 p.m. –  Lunch/Roundtables

1–2 p.m. – Concurrent Sessions

• Creating a Culture of Safety in Healthcare - (Dan Dunlop, Jennings Co. and Lorraine McGrath, Signature Healthcare)
• Insights and Ideas to Level Up Your Marketing Content - (Eric Silberman and Jane Crosby, True North Custom)

1–3 p.m. – Workshop
Step Up: Taking the Lead in Population Health – (Susan Dubuque, ndp agency)

2–3 p.m. – Concurrent Sessions

• Beyond the Boost: Paid Social Strategy to Maximize Your ROI- (Sarah Pinnix, Appalachian Regional Healthcare)
• Understanding the Voice of the Digital Customer: A Vital Piece of Your Evolving MarTech Stack- (Kathy Divis, Greystone)

3–3:30 p.m. – Break with Our Sponsors

3:30–4:30 p.m. – Concurrent Sessions

• Social Media Innovation and Strategy in a Conservative Industry - (Alan Jenkins, Spartanburg Regional Healthcare System)
• Stand Up For ENC: Igniting a Movement to Protect Healthcare - (Chad Campbell,  Erica Mizelle, Jason Lowry, Vidant Health)
• Sex and Sensibility: Getting the Media to Talk about that Thing No One Wants to Talk about - (Rachel Sutherland, Rachel Sutherland Communications)

4:30 p.m. – Free Time

5:30–7 p.m. – Sponsor and Membership Appreciation Social Event (Capital Club of Asheville)

 

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Thursday, November 21

8:30–9:15 a.m. – IGNITE Sessions and Breakfast

• Lights, Camera, Live! (Sarah Moore, Prisma Health)
• Importance of Research in Establishing Your Brand (Bill Swanston, Frederick Swanston Advertising)
• Structuring Your Team: Technology and Marketing Intersect Ignite(Dianna Kolb, Mission Health)

9:15–10:30 a.m. – Keynote
Crisis Communications: Managing the Aftermath of a Campus Shooting - (Christy Jackson, Buffie Stephens, Michelle McDermott, Chris Gonyars, UNC Charlotte)

10:30–11 a.m. – Break with Our Sponsors

11 a.m. – noon – Concurrent Sessions

• Now You Can Create Your Own Podcast (John Campanelli, Metro Health)
• How Market Research Should Drive Successful Strategy - (Sheri Sorrell, Frederick Swanston Advertising)
• Hispanics Represent a Must-Win Consumer Segment/Is Your Brand Ready? - (Ramon Nieves-Lugo, UniComm Media Group)

12:15–1:30 p.m. – Lunch/Chapter Meeting

1:30–2:30 p.m. – Concurrent Sessions

• CRM Case Study Panel- (Kimberly McCollum, MUSC & Jessica Puder, Roper St. Francis)
• How to Build an In-House Media Relations Program - (Heather Woolwine, MUSC)

1:30–3:00 p.m. – Creative Workshop
Brainspiration – (Brian Murrell, ADCO)

2:45–3:15 p.m. – Break with Our Sponsors

3:15–5:00 p.m. – Workshop
Diagnosing Digital: Media Bootcamp (Haley Johnson and Tim Hanners, The Johnson Group)

3:15–4:15 p.m. – Concurrent Sessions

• Courageous Creative: How Your Brand Can Leverage Great Creative to Get Attention, Build Loyalty and Yield Strong Results - (Tim Roberts, Franklin Street)
• Online Appointment Scheduling (Panel Discussion; Nichole Stevens, Roper St. Francis; Amanda Fowler & Tiffany Lindemann, OrthoCarolina)

4:15 p.m. – Free Time

5:30–6:30 p.m. – Cocktail Hour

6:30 p.m. – Wallie Award dinner (cocktail attire)

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Friday, November 22

8:30–9:15 a.m. – Breakfast Legislative Update

9:30–10:15 a.m. – IGNITE Sessions

• Brand Value: Understand One of Your Biggest Financial Assets - (Tim Roberts, Franklin Street)
• Data Sharing Best Practices -- Adding External Data Without Releasing PII Outside Your Institution (David Stirling, Market Vue Partners)
  
• Decline in Drugs, Surgery, Doctors and Hospitals. Rise in Prevention of Illness, Disease and Injuries (Emerson Smith, Metromark Research)
• Are You Ready? Preparing for the Latest Digital Trends and Innovation (Rachelle Montano, Purple Wave Group)

10:15–11:30 a.m. – Closing Keynote
Blurred Lines – Marketing and Ethics in the Brave New World (Daniel Fell, Optum)

11:30–noon – Closing Remarks and Door Prizes