Enter your keyword

2020 Fall Conference Review

reVISION 2020

While we would have preferred to have an in-person meeting, our virtual conference was a great success thanks to our incredible sponsors, speakers, and attendees. They say absence makes the heart grow fonder, and we couldn't agree more. Seeing the friendly faces of our CHPRMS members hit home how much we gain from our experiences at CHPRMS together. Our fingers are crossed that nothing will prevent us from convening in person next year in Asheville, NC at The Omni Grove Park Inn, November 17 - 19.

To this year's conference attendees, thank you for joining us! We hope you found the presentations and breakout sessions to be valuable information that will help you in your communications efforts. If you were unable to attend, below are videos of each of the presentations, and where possible, links to their deck of slides.

Day 1 Presentations

Don’t You Forget About Me: Understanding the Role of Gen X

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 living 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.

Presented by Dean Browell (Feedback), Alan Shoebridge (Salinas Valley Memorial Healthcare), and Dan Miers (SPM Marketing & Communications)

Link to full deck of slides DontYouForget_MasterDeckv2

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.

Presented by Dean Schuster (truematter)

Link to slides: LexieTransformation-Baseline-2020

Health Systems Need Content to Drive Preference – and Appointments: How to Maximize Value for Your Organization

As the COVID pandemic continues to upend the way we consume information, make decisions about our health and seek care, a view of the future is emerging. It’s a future far more reliant on digital channels and one that builds a stronger relationship with prospective patients through service. Health systems – large and small – can benefit from understanding their target audience’s health issues, offering proactive, helpful information that builds a relationship before the healthcare event, and converts that patient into a lifetime customer. In this session, Andrew Hanelly will share a framework and case study for how health systems can serve health seekers in their moments of need — and convert that audience into patients.

Presented by Andrew Hanelly

Day 2 Presentations

Generating Better Results with Digital Campaigns Using First-Party Data

Healthcare marketers have always been concerned with protected health information and challenged with using this data in their marketing campaigns. Almost all organizations have valuable first-party data that can be leveraged to build more efficient marketing plans. 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 more effective and compliant digital campaigns. They’ll 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

Link to deck of slides: CHPRMS 2020 Conference Presentation - Gray Health Solutions

Shoestring Video Strategy: Tools and Tricks Cheaper Than Your Morning Coffee

Strategic communicators need video to better tell their stories, especially in health settings. COVID, HIPAA and countless other realities can make that tough. Possible, but tough. It’s also necessary.

This session will simplify the process of quickly creating meaningful content with existing tools.

1. What are tools you can use on your phone?

2. Where are their opportunities to find content?

3. How can you squeeze every ounce of juice from this content to optimize your investment of time and money?

4. How can you empower your entire team to lighten your workload?

By the end of the session, attendees should be able to:

1. Develop an easy-to-implement video strategy with existing resources.

2. Learn about affordable and free tools to help with video content creation.

3. Create a custom checklist for finding the right content and process that connects to larger health provider goals.

Presented by Dan Farkas

Siloes Are Killing Your Content Brand: Take a Sledgehammer to Them and Watch Your Metrics Climb

More than a decade after the term “content marketing” took off, many organizations continue to take a siloed approach to developing content. It’s not uncommon for marketing, PR, web and social media teams to each create their own content in a vacuum, without a line of sight to their colleagues’ strategies or development. It’s inefficient, ineffective and runs contrary to how consumers engage with content. That’s particularly the case in larger, more complex organizations, like large healthcare systems.

The Content Marketing Institute’s Enterprise Content Marketing 2019 report found that 74% of respondents struggle with coordinating content marketing efforts among multiple departments, 60% with working across too many department silos and 45% with maintaining message consistency. In this session, we will discuss how to break down those silos.

Presented by Shannon Cummins, GLC

Link to slide deck: Content Silos Presentation_lo-res