Strategy & Planning
Don’t You Forget About Me: Understanding the Role of Gen X
Dean Browell, Feedback, firstname.lastname@example.org
Alan Shoebridge, Salinas Valley Memorial Healthcare System
Dan Miers, SPM Marketing & Communications
Strategic conversations about the future of healthcare focus on the immediate impacts of Baby Boomers and the future desires of Millennials. Something important is missing: 65 million people in this country who were born between 1965 and 1980. Often underestimated and ignored, Generation X represents a significant force in healthcare. Gen X is currently assuming leadership roles, aging into healthcare as patients, coordinating care for their parents and helping their own children navigate care. Learn more about what makes Gen X tick, how to engage them as employees and how to best target them for marketing and communication efforts.
In this session, you will learn:
- More about Generation X as its own generation and in comparison, to the far-more-discussed adjacent generations
- How Generation X behaves and fits in to healthcare alongside Boomers and Millennials
- How to recognize the significance of a central/bridging generation (Gen X. and can improve outcomes, communication and planning for life stage movement
Dean Browell leads Feedback’s social media charge as Executive Vice President and resident PhD with a passion for how generations interact online. His work can be seen across many industries including tourism, automotive, retail, healthcare, education and more with clients that have ranged from Mini Cooper to CamelBak. He is a Board Member and faculty of the University of Richmond’s Institute on Philanthropy and The Poe Museum. Dean has academically published in partnership with the VCU School of Business. A frequent speaker at national and regional events of various industries, Dean is a member of the Market Research Society, and in 2016 was elected to the Board of Directors of the American Hospital Association’s Society for Healthcare Strategy and Market Development (SHSMD). In 2009 Dean formed social media research firm Feedback with ad industry veteran Jeff Thompson to the benefit of marketing, communications and public relations professionals around the world.
Alan Shoebridge is the director of Marketing and Communications for Salinas Valley Memorial Healthcare System. He has also held senior marketing and communication leadership roles at Kaiser Permanente and Providence St. Joseph Health, two of the nation’s largest healthcare providers. Alan has more than 15 years of direct marketing and communication experience for healthcare and medical insurance organizations with a focus on marketing plan development, advertising, messaging, research and other areas. He has also worked as a newspaper reporter and in public relations. Alan currently serves on the board of the Society for Healthcare Strategy and Market Development.
As the chief strategy officer for SPM Marketing & Communications, Dan Miers is on the leading edge of healthcare policy and strategy. He spent eight years on the provider-side in strategic planning, program planning and business development roles at Rush University Medical Center and Northwestern Memorial Hospital. Now in his 16th year at SPM, Dan is a frequent contributor to healthcare strategic marketing publications, guest lecturer at graduate health administration programs and healthcare marketing conferences, and an active SHSMD board member.
Generating Better Results with Digital Campaigns Using 1st Party Data
Alex Friedman, Gray Health Solutions, email@example.com
Healthcare marketers have always been concerned with PHI (Protected Health Information) and challenges with using it in their marketing campaigns. Almost all organizations have valuable first party data that can be leveraged to build more efficient campaigns – examples include direct mail lists, prospect databases, event or seminar attendees.
How can your organization overcome these challenges? And what role should data matching play in your marketing efforts?
McKenzie Flashnick and Alex Friedman with Gray Health Solutions will walk you through how to use first party data to run effective and compliant digital campaigns. They will share how secure data matching solutions have helped hospitals, large practice groups, and franchises across the country achieve a higher ROI on their digital marketing.
3 Learning Objectives:
- Define first-party data and potential data sources
- Understand how secure data matching overcomes PHI challenges
- Identify ways to successfully incorporate 1st party data in digital campaigns
Alex Friedman is Director of Strategic Partnerships for Gray Health Solutions, which is a division of Gray Television, Inc., the third-largest media company in the U.S. In this role, Alex helps large health systems, multi-specialty physician groups, health departments, and franchise owners plan and deploy strategic marketing campaigns that deliver measurable results. Alex has 13 years of experience in broadcast media, having implemented digital content and marketing solutions for healthcare practices and organizations across the country. A native of Charlottesville, VA, Alex now lives and works in Charlotte, NC.
McKenzie Flashnick has led Gray Health Solutions for the past six years and is responsible for the development of the healthcare division within Gray Television. McKenzie has a long history of successfully marketing medical practices and hospitals across the country. She leads a team that develops customized marketing solutions that focus on the specific needs of various medical specialties. These include one-physician practices looking for more patients as well as conglomerates and hospitals who need new physician on-boarding procedures and category-specific awareness campaigns for multiple specialties across several locations. McKenzie has been with Gray Television since 2009.
Tackling Hospital Intranets to Enhance Internal Communications
Dean Shuster, truematter, firstname.lastname@example.org
The Lexie Transformation: How a Regional Medical Center Created a World-Class Intranet
Lexington Medical Center’s intranet was old, inaccurate, and difficult to maintain. It was like most organizations’ intranets: extremely frustrating and hard to use.
Creating a useful, efficient Hospital Intranet is a massive undertaking. Diverse groups must meet, collaborate, and come to decisions about content, structure, and function. That includes decision makers from marketing, IT, administration, nursing, public safety, and much, much more.
As if that’s not hard enough, Intranets require planning for roll out, maintenance, governance, accessibility compliance, and legal compliance – all things that require sign off and careful thought. It’s overwhelming. And so hospital intranets suffer in their collective, clunky mediocrity. But it doesn’t have to be that way.
Lexington Medical Center bucked the trend and created a world-class Intranet. We’ll share their secrets for turning an outdated, poorly maintained, confusing intranet into a stunningly easy, completely up-to-date, and radically productive tool.
Doctors are Hospitals' Best Products. Why Don’t We Treat Them That Way?
Andrew Hanelly, Revmade, email@example.com
Have you heard the one about the healthcare marketer who is burned out on managing doctor egos? Of course you have. In healthcare, marketers are typically so overburdened by work that the ideas and expectations of their doctors can seldom be accommodated. But what if our priorities are backwards? What would happen if our marketing started with the value of our product -- the sometimes life-saving care doctors provide -- and reason for prospective patients to convert?
In this session, we’ll share a framework for how healthcare systems can leverage the best practices of longer-sell-cycle e-commerce platforms -- and doctors as their products -- to build stronger brands and marketing outcomes.
In this session, attendees will learn:
- How to apply outside industry best practices to your healthcare website experience
- How to facilitate a content strategy leveraging the expertise and participation of doctors
- Ideas for improving the online profiles of doctors -- and their conversion rates -- through digital media
Andrew has spent his career developing and executing publishing, audience growth and monetization strategies and experiments for Fortune 500 brands, world-renowned media companies, associations and non-profits. Andrew played a key strategic and influential role in the launch of Cleveland Clinic’s Health Essentials (with CMO Paul Matsen), University of Michigan's Health Lab and most recently Northwell Health’s The Well. His work has been featured at SXSW, Content Marketing World, FOLIO:, as well as the Economist and AdAge. Andrew was also the recipient of the Content Council’s inaugural Rising Star award.
Shoestring Video Strategy: Tools and Tricks Cheaper Than Your Morning Coffee
Dan Farkas, The Ohio State University, firstname.lastname@example.org
Strategic communicators need video to better tell their stories, especially in health settings. This session will simplify the process of quickly creating meaningful content with existing tools already in your pocket.
What are tools you can use on your phone?
Where are their opportunities to find content?
When can you use this content to optimize your investment?
How can you empower your entire team to lighten your workload?
By the end of the session, attendees should be able to:
- Develop an easy-to-implement video strategy with existing resources
- Learn about affordable tools to help with video content creation
- Create a custom checklist for finding the right content and process that connects to larger health provider goals.
Professional Wearer of Many Hats isn’t something you can put on a LinkedIn profile, but it may be the best way to describe Dan Farkas.
Dan is a Lecturer of Strategic Communication at Ohio State University, where he teaches courses on research, strategy, content creation, measurement, and analytics. The BBC and Mashable are some of the media outlets that have featured Dan as a thought leader on the changing landscape of strategic communication and how we can make the most of it.
Dan also co-advises the organization’s PRSSA chapter. In Dan's ten years of teaching, his chapters have earned national recognition from PRSSA, including Chapter of the Year, Student-Run Firm of the Year, Pacesetter, and Star Chapter.
Dan is also a business owner who practices the craft when not chasing late homework assignments or his two kids. His campaign efforts have earned recognition from PRSA and the Ohio Society of Association Executives. He helped clients received media coverage with the Washington Post, Huff Post, and Associated Press.
In a former life, Dan earned more than 20 awards for his work in television news. His work appeared on CNN, MSNBC, and SI.com.
Siloes Are Killing Your Content Brand, Take a Sledgehammer to Them and Watch Your Metrics Climb
Shannon Cummins, GLC, email@example.com
Fifty percent of hospital marketing budgets now go toward digital initiatives. Are you boosting online engagement and consumer experience? Learn best practices for creating a holistic content strategy: a goal-oriented process that focuses on the planning, creation, governance, distribution and measurement of your content efforts across all channels.
- What is Strategy Overload?
- Back to Content Basics
- Why You Need a Fresh Strategy
- Developing a Holistic Content Strategy
- Putting the Strategy into Action
Shannon Cummins, Vice President, Business Development at GLC, has more than 30 years of experience working with hospitals, health systems and health plans, developing integrated content marketing and communications programs that meet their goals and objectives. At GLC she brings her strategic focus and expertise to cross-platform media solutions and offers the healthcare industry a full spectrum of innovative business solutions customized to engage audiences and drive bottom-line growth.
Michelle Jackson is the senior content director at GLC. She has 17 years of experience in journalism and content marketing, with an emphasis on editorial management, content strategy, and storytelling. At GLC, she helps healthcare clients develop their content strategy and execute their content plan.