Strategy & Planning
The Inspiring Innovative Leader
Liz Dean, Possibilities Partners
Anissa Davenport, Possibilities Partners
This session will equip you with ideas and inspiration, best practices and bold thinking. To make it all a reality when you return home, you’ll need to be at your very best. This session will help you find the strength in you, your leadership and your team. It will give you the tools and confidence you need to
be a true agent of change even when the headwinds and naysayers are strong and loud. Stay creative and resilient with an unshakeable team that can dream big and make healthcare even better than you can imagine.
Liz Dean is a strategy consultant and executive coach who helps leaders, teams, and organizations build the capability to transform into more vibrant versions of themselves. She has a unique ability to help clients imagine a better future & make that vision a reality. Empowering leaders & teams to think big, start small & move quickly has led her clients to significant success, including leadership & team transformation, award-winning innovations & substantial revenue gains.
Anissa Davenport has worked in healthcare for over 25 years in various roles to strategically develop businesses through innovation, customer experience and go-to-market strategies. She has a passion for helping organizations and individuals unleash their potential and discover solutions that once seemed unreachable. Anissa’s experiences include serving as the Chief Strategic Development and Marketing Officer for Vidant Health where she led and facilitated strategic transformations in health care during her 14-year tenure. She started Vidant’s care innovation division, launched its first virtual care strategy and led the redesign of the system’s digital front door experience. As an early adopter of technology in business, Anissa served as President and Partner of an award-winning web development and marketing firm where she helped national and regional organizations re-imagine their businesses through building internal cultures and driving external growth. She began her professional career working for national and regional marketing firms, where she managed national tourism and consumer accounts.
Prioritizing Mental Health in the Advertising Industry
Danielle Salley, Chernoff
The advertising industry has a history of normalizing working long hours and burning out employees, but it’s time we normalize making mental health a priority. The pandemic forced many companies to rethink how their teams got the job done: working from home, having more flexible hours during the day and encouraging more effective communication efforts. As we continue to grow and learn from the pandemic, it’s time for our industry to return to a better normal - and not slide back to the way we used to operate.
3 Learning Objectives: Team building, Leadership, Avoiding Burnout
Danielle Salley is an Advertising Creative/Associate Interactive Director located in Columbia, SC. With nearly 20 years of experience in design, development, and advertising – she’s witnessed the highs and lows of the industry she loves. When the pandemic hit, Danielle found it a necessity to not only prioritize her own mental health but use it as a time to push team leaders to focus on returning to better while leaving the “return to normal” mentality in the past.
It's Called Employee Engagement...not Employee Marriage
Michael Deas, Zeus
So often we strive for unrealistic metrics regarding behavioral change results we want from our internal communications... especially when messaging is top-down. Let's dig deeper to find out what employees are thinking, feeling, and hearing BEFORE we launch the campaign, then define metrics that shape a view of behavior change that looks like engagement without having to be marriage.
Michael Deas has filled a number of diverse roles over his 36-year career: editor, missionary, translator, marketing manager corporate communications manager, communications director, and marketing director. Currently he is the corporate communications manager for Zeus Industrial Products, a global manufacturer of high-tech polymers based in Orangeburg, South Carolina.
Content Strategy Breakout Panel
Radhika Talwani Bombard - UNC Health, Emma Vought - MUSC Health, Meghan Dimas - Infinity Marketing
In this session, we will discuss how to create timely, relevant content that utilizes consumer insights and data to meet your audience wherever they are on their health journey. We'll walk you through our process including:
- How we determine the content to create
- The writing and editing process that ensures we can develop timely, relevant copy—sometimes on the same day
- Art selection
- Use of real-time search engine data to tweak how content is written
- Social media strategy for sharing content
- How we evaluate content performance and then use that data
- Learn how to build a successful, sustainable blog by setting up a content production process that results in the creation of timely, relevant content—even with limited resources.
- Learn how to write content that is void of medical jargon and written in an empathetic voice that resonates with your audience.
- Learn how to use consumer insights and data to meet your audience’s needs precisely—with exactly the content they’re looking for, on the channels they frequent, at the time they want or need it—to elevate their trust in your brand.
Radhika (Radi) Talwani Bombard is an experienced, well-rounded communications and marketing professional with a strong writing background and firm grasp of integrated communications and marketing techniques, strategies, and principles. A former reporter with more than a quarter century of experience in healthcare communications and marketing, Radi is an energetic leader who has managed multiple, high-profile projects and campaigns simultaneously and strategically. Throughout her career Radi has served a broad cross-section of the industry, working with healthcare systems, large medical groups, individual practices and academic medical departments.
During the pandemic, Radi served as content lead for COVID-19 consumer-facing communications, including leading an initiative to create video and written content about the COVID-19 vaccines for underserved and underrepresented communities. Radi leads UNC Health’s eight-person Content and Patient Communications team, which is responsible for all written content, creative, video development, social media and patient communications for the system.
Radi has a bachelor's degree in journalism from the University of South Carolina and a master's degree in public relations from the University of Florida. When she is not working or cheering on her kids in their extracurricular endeavors, Radi enjoys reading, working out and watching funny reels on social media.
Emma Vought - As a marketer, Emma has over a decade of experience in the health care industry. She is currently the Digital Marketing Program Director at MUSC Health and manages the clinical enterprise‘s overarching digital strategy. Emma holds a bachelor‘s in biology and art from the College of Charleston and a master‘s in medical illustration from Augusta State University. She is a member of the Society of Healthcare Strategy and Market Development, Carolinas Healthcare Public Relations & Marketing Society, and the American Marketing Association (AMA). Emma is a certified digital marketing professional with the Digital Marketing Institute and an AMA professional certified marketer.
Meghan Dimas - As Director of Analytics & Insights at Infinity Marketing, Meghan oversees the analytics department and leads cross departmental and multi-client efforts, including data strategy, automation and ad operations. She has built a strong track record of success in analytics, digital marketing and strategy for healthcare, financial services, higher education and retail industries. Her industry expertise offers a distinct advantage in analyzing key metrics to
provide actionable insights and value for partners and clients. She automates and streamlines
reporting and drives strategy for agency analytics processes, CRM/behavior-based marketing, content marketing, benchmarking, digital reporting and insight generation. Meghan is a graduate of Ohio University. She is certified across Google Ads, Google Analytics, The Trade Desk, and SEMrush, and holds a digital healthcare strategy credential through the Society for Health Care Strategy & Market Development.
A View from the Future: Hospital Websites and Digital Health Apps in 2030
Dean Schuster, TrueMatter
Technology moves so dizzyingly fast, it’s hard to keep up. By 2030 (just 7 short years away) hospital sites and digital health apps will be significantly different from what they are today. Let’s take a tour of what’s just around the corner so we can prepare for the future with confidence.
We’ll explore the future of patient engagement and self-service, finding doctors and care, online scheduling, health app evolution, and how hospital sites are already changing.
We’ll dig deep into the coming content revolution (really) and will unpack vital themes like mobile dominance, accessibility, technology and tool advances, and the massive data opportunity staring you right in the face.
Most important, we’ll examine the trajectory of rapidly changing user expectations and behavior patterns online. This will fundamentally affect the evolution of your digital products and drive the strategy you’ll employ to orient them to the future.
- Forward-Looking Intel — You’ll get a clear vision of your organization's digital product future.
- Practical Preparation — You’ll learn the steps you can take to understand, embrace, and prepare for these changes starting today.
- User-Centered Perspective — You’ll learn to see future possibilities through the eyes of patients and families. (Spoiler: This is the secret sauce.)
- Context for Digital Strategy — Once you know what’s coming down the pike, you’ll be ready to plan effectively for it.
What will the digital future be like?
It’s the most common question I get from healthcare organizations. Take a deep breath. The future is knowable. We’ll unpack it together.
Dean Schuster - Dean has been envisioning and creating human-centered digital products since the advent of the commercial web. He is founder and owner of the user experience strategy firm truematter, leading the team to help national and international organizations change the way they do business online. He travels all over the world to speak and teach, mentoring professionals and challenging teams to a higher standard for digital experiences. Dean is also an avid ultramarathoner and trail racer, often found in out-of-theway places, including Antarctica.
Disruptor Insights: What do consumers REALLY think about disruptors vs. traditional healthcare?
Laila Waggoner – Core Creative & Dean Browell – Feedback
Much has been written about the impact of disruptors on healthcare. From technology companies and startups to giant retailers, there are new “doors” to access primary care. What do consumers actually think about these options? Digital ethnography, along with a national research study of more than 1,000 consumers, reveals how people feel about their options, and how they may be changing how they think about their (starting point for) care.
- Participants will adjust their perceptions about consumer attitudes and perspectives on disruptors vs. traditional healthcare by exploring original research
- Participants will discuss the implications for health systems’ own internal and external positioning
- Participants will participate in interpreting insights from this data and considerations on how they might affect response and messaging from health systems
Laila Waggoner is Sr. Healthcare Strategist with Core Health, and has extensive background in healthcare marketing, spanning more than 30 years of experience with regional health systems, academic medical centers, managed care organizations and clinically integrated
networks in markets across the country. She’s held leadership roles on both the client and agency side, providing unique insight into how health systems and hospitals can best leverage the strategic marketing, branding and creative communications resources of an agency partner.
Core Health works with mid-market health systems and healthcare brands to overcome the biggest challenges healthcare marketers face. The specialized healthcare marketing practice team understands the healthcare consumer and how to reach them. With her healthcare marketing experience, Waggoner knows the value of a trusted, strategic partner who can deliver outcomes clients require, like increased patient volumes, improved brand reputation and increased market preference.
Dean Browell leads Feedback’s research as resident PhD with a passion for how generations interact online. His work can be seen across many industries, including tourism, automotive, retail, healthcare and education. He is a board member of the Society for Healthcare Strategy and Market Development, The Poe Museum and the University of Richmond’s Institute on Philanthropy. A co-author of the book Don’t You Forget About Gen X: One Generation’s Crucial Role in Healthcare, Dean teaches a graduate class in Digital Ethnography at Virginia Commonwealth University’s School of Business and is a co-founder of the cultural VR project Hidden In Plain Site.
The Creativity Habit: 3 steps to re-igniting your work life
Kati Van Aernum, MUSC Health & Creative Coaching
We all run up against obstacles in our workday that can thwart our process and contribute to stress. In this interactive workshop we will explore strategies that build resilience into our work life and beyond, better enabling us to act versus react to those stressors.
The relationship between mindfulness and creativity is that both can shift our state of mind to one that is more open, clear, and rooted in the present. You will learn different mindfulness techniques, as well as participate in writing and drawing activities. You will also learn simple steps to that you can take right now, in your current circumstances to establish a creativity habit.
We will explore:
- Negativity bias: how to recognize it and change direction
- The value of expressive writing to build immunity to stress and illness
- Engaging the senses and reconnecting with analog time
Kati Van Aernum - Kati holds a bachelor‘s in visual arts from Naropa University, the
birthplace of the modern mindfulness movement in the U.S. She has worked as a graphic designer/photographer for over 30 years on both the agency and client side of the business. Her work has been recognized through Addy, Marcom, Aster and CHPRMS awards, and has been published in PRINT Magazine’s Regional Design Annual and PRINT’S Best Logos and Symbols. Kati is also a passionate participant in the Columbia art community as a photographer, mixed media artist and teacher, and coaches professionals who have buried their creative soul in the daily grind. She guides them so they can thrive at work and beyond.
Her dog Noah is her constant muse.
Podcast Power ... How Awesome Audio Can Make All Marketing Better
Dan Farkas, The Ohio State University
Who doesn’t listen to streaming audio?
If everyone’s core audience is using one platform, shouldn’t any marketer worth their salt be there too?
How are you using the power of podcasts?
In this session, Dan Farkas will help you create a podcast in under an hour. From content to process to bells and whistles, attendees will learn how to make audio production easy. Dan will also discuss efficiency, using that audio for paid, earned, and share media as well.
Dan Farkas is a Lecturer of Strategic Communication at Ohio State University, where he teaches courses on research, strategy, content creation, measurement, and analytics.
In a past life, Dan was a radio guy…from wacky morning show to NPR news anchor. As a business owner who practices the craft when not chasing late assignments or his two kids, he’s now part of the Marketing Podcast Network, combining two passion projects in one 20-minute weekly adventure.
Recruitment, Retention and the Language of Love in Healthcare
Dan Dunlop, Principal, Jennings Health
The greatest challenge facing healthcare organizations today is our employment crisis. In this presentation, I will make the case for healthcare leaders and organizations using the language of love, kindness, and compassion as they work to build a culture that helps the organization retain and attract employees. You may have never thought about it, but American marketing and business-speak are grounded in the language of warfare. Our organizations "launch" campaigns; we “target” audiences; we "engage" audiences; and we "outflank" the competition; we also use "guerrilla marketing" strategies and tactics - all part of the language of war. This is also language that reinforces institutionalized masculinity. I don’t need to tell you that language is important. What would healthcare be like if we approached our work from a loving, compassionate and inclusive perspective? Would our organizations be better collaborators (speaking to the theme of the conference)? What if our leaders spoke using the language of love and healing? In healthcare, we should be about community-building and kindness rather than part of some conquest where we try to hit people over the head with our messages. If our organizations use nurturing language that is relatable to employees and patients, we will be in a much better position to take on the employment crisis and transform our organizations to reflect the values of diversity, equity, and inclusion. We will also create an organizational culture where collaboration with community organizations and within our own organizations is far more likely!
4 Learning Objectives:
1. Develop awareness of the challenges represented by our current business and marketing language in the United States. Learn how it is an exclusive language that supports institutionalized masculinity and excludes women and others. Also, learn how this language stands in the way of collaboration.
2. Learn the benefits of adding love language to your brand lexicon.
3. Learn how healthcare executives across the country are adopting the language of love to transform their organizations from the inside out.
4. Learn how the language of love can dramatically improve an organization's ability to retain and recruit employees.
Dan Dunlop, MA, is a principal of Jennings, a leading healthcare marketing and audience engagement firm. He is a healthcare marketer, innovator, brand consultant, blogger, author, and sought-after speaker, regularly serving on the faculty of national and regional healthcare conferences.Mr. Dunlop is extremely active as a thought leader in the field of healthcare marketing. He serves on the editorial board of eHealthcare Strategy & Trends and is a contributor to a number of healthcare marketing publications and news services including SmartBrief for Health Care Marketers, Strategic Health Care Marketing, and Healthcare Strategy Alert. Mr. Dunlop serves on the judging panels of the Digital Health Awards and the National Health Information Awards. He serves on the boards of the New England Society for Healthcare Communications and the Carolinas Healthcare Public Relations & Marketing Society.
Over the Rainbow: Serving the LGBTQ+ Community
There is very little quantitative information available regionally or nationally on the healthcare needs of LGBTQ+ persons. In the summer of 2021, Stony Brook Medicine partnered with Professional Research Consultants (PRC) to become the first hospital on Long Island to conduct a community health needs assessment for the local LGBTQ+ population. More than 1,200 responses were received.
The results will enable Stony Brook to better support and advocate for the healthcare needs of the local LGBTQ+ community. Stony Brook will be able to compare the results with questions asked on 2018 PRC health needs assessment to identify LGBTQ+ healthcare disparities.
The survey also supports broader institutional goals of diversity, equity and inclusion. Stony Brook Medicine is part of Stony Brook University, a major public university. Both the hospital and university have active LGBTQ+ initiatives and websites:
Such efforts can strategically position a hospital or health system in a leadership role in proactively serving this segment of the population, which suffers greatly from discrimination and is currently the target of anti-LGBTQ legislation nationwide. Stony Brook Medicine’s three hospitals have achieved national recognition as leaders in LGBTQ healthcare equality by the Healthcare Equality Index (HEI) survey of the Human Rights Campaign Foundation.
- Learn about how to conduct a LGBTQ+ health needs assessment
- Learn about effective messaging, strategies and tactics in reaching LGBTQ+ audiences
- Assess the strategic benefits of becoming a leader in LGBTQ+ healthcare equality
Rachel Velocci - Rachel has worked in healthcare marketing and communications for over 25 years, with the past 15 years as sr. director of Marketing and Communications at Stony Brook Medicine – Long Island’s premier academic healthcare system. She oversees the development and implementation of strategic, creative and integrated communications that support the system’s strategic priorities.
Dr. Allison Eliscu - FAAP is an associate professor of Clinical Pediatrics, Division Chief of Adolescent Medicine and Medical Director of the Adolescent LGBTQ Program at Stony Brook Children’s Hospital and the Renaissance School of Medicine at Stony Brook University. Dr. Eliscu received her bachelor’s degree in mathematics from Union College and her medical degree at The George Washington University School of Medicine. She completed her pediatric residency at Children’s Hospital of New York-Columbia Presbyterian and Adolescent Medicine fellowship at The Mount Sinai Adolescent Health Center Dr. Eliscu’s areas of interests include adolescent reproductive health, HIV risk reduction, LGBTQ* care and patient advocacy.
She is the principal investigator for Stony Brook Medicine’s Designated AIDS Center’s AYA Care Center, SBM’s HIV PrEP Program and SBM’s Adolescent Pregnancy Prevention Program. Dr. Eliscu is proud to be co-chair of SBM’s LGBTQ* Committee and serve on the Suffolk County Teen Pregnancy Advisory Board.
3 Things Every Health Marketer Needs to Boost their Visibility
Roshanda Pratt- The Rosho Live
Attention is currency, how are you spending it? Everyone is competing online for people to stop their scroll and watch them.
Learn why your visibility is power. Discover the 3 things marketers need to focus on now to be seen and heard. Plus, the types of videos that always convert.
Roshanda Pratt, A digital pioneer in utilizing video and live streaming to increase visibility, Roshanda runs a thriving online community via her Facebook page, Roshanda “The Rosho” Pratt where she regularly shares her faith, humor, and 20 years of television producing experience.
Roshanda has utilized her ability to connect message with story to produce video and live streaming campaigns for global brands. She is an international speaker with a BA in Mass Communication from Winthrop University.
Producing News FOR the News
Andy Lyons & Robert Briggs – Roper St. Francis Healthcare
What if you could produce the news FOR your TV news stations AND advance your brand? You can. Newsrooms are shrinking, but their hunger for legitimate, timely health news remains strong. Robert Briggs and Andy Lyons of Roper St. Francis Healthcare will show you how to shoot short video clips of your healthcare professionals for TV news stations to broadcast. The former journalists will provide step-by-step instructions from identifying the news of the day to creating easy-to-download news packages. Why would your local TV news stations use your content for free? Because it’s exactly what they need, and they don’t have time or people to do it themselves.
Andy Lyons is a veteran journalist and seasoned communications director whose passion is reaching teammates, enhancing healthcare system‘s reputation and informing the community. Over his past nine-year career at Roper St. Francis Healthcare in Charleston, SC, Andy and his team have demonstrated consist and dramatic year-over-year growth in media placements and teammate engagement with internal emails and RSFH‘s new website. Andy previously served as metro editor of The Post and Courier and at the Daytona Beach News-Journal, where he was a bureau chief and award winner for feature writing.
Robert Briggs is a former producer turned public relations innovator. For the past two and a half years, Robert has ensured Roper St. Francis Healthcare‘s physicians and leaders are consistently featured in local media coverage. Robert responds daily to media requests and creates relevant content for the media. He previously worked as a producer for Sinclair Broadcast Group and lead College of Charleston Athletics to new heights in broadcasting and in-house graphics.
Using Data and Video to Increase Your Patient Base and Amplify Your Image
Melissa Harmston, Spectrum Reach
Are you interested in putting your creative message in front of people with health conditions such as diabetes, arthritis or dementia? We’ll teach you how to find potential patients using unique healthcare audiences built with first-party data, the power of machine learning and artificial intelligence that’s privacy-compliant. While it’s important to reach the right potential patient at the right time on the right device, it’s critical to have compelling video. In this session, we’ll also discuss why good creative amplifies the effectiveness of your media buy.
Melissa Harmston started her career 23 years ago in front of the camera as a broadcast television reporter at WNCN in Raleigh. She has seen firsthand how television has advanced and become more fragmented. The constant change, adaptability and convergence in the television ecosystem is one of the many reasons she loves her current job as a Sr. Manager of Advanced Advertising at Spectrum Reach. She has been with SR since 2008, briefly leaving the company in 2014 to work as the VP of Sales at The Design Network. She has passion, drive and is insidiously curious. Melissa has two children and lives in Greensboro.