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2020 Fall Conference Review

reVISION 2020

CHPRMS went virtual for the first time for our annual conference in December 2020. While the year was fraught with challenges as healthcare organizations navigated the challenges of a global pandemic, CHPRMS continued to support our members with thought-provoking and engaging content, including keynote presentations, roundtable discussion and webinars.

December 2

Session 1

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

Generation X represents a significant force in healthcare as they currently assume leadership roles, age into healthcare as patients, coordinate care for their parents and help their own children navigate care. In this session, Dean Browell helped us 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

https://vimeo.com/489921736/a34041745f

Session 2

The Lexie Transformation: How a Regional Medical Center Created a World-Class Intranet

Creating a useful, efficient hospital intranet is a massive undertaking. Diverse groups must meet, collaborate and come to decisions about content, structure and function. They also require planning for roll out, maintenance, governance, accessibility compliance, and legal compliance. This case study, presented by Dean Schuster with truematter, shared secrets for turning an outdated, poorly maintained, confusing intranet into a stunningly easy, completely up-to-date, and radically productive tool.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

Session 3

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. 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 shared 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

https://vimeo.com/489959981/4439b3cc94

December 3

Session 1

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.

McKenzie Flashnick and Alex Friedman with Gray Health Solutions walked us through how to use first-party data to run more effective and compliant digital campaigns.

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

Session 2

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. Dan Farkas showed us how to simplify the process of quickly creating meaningful content with existing tools.

Presented by Dan Farkas

https://vimeo.com/490024203/c827940159

Session 3

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. In this session, led by Shannon Cummins, we discussed how to break down those silos.

Presented by Shannon Cummins, GLC

Link to slide deck: Content Silos Presentation_lo-res

We ended each day with our Wallie and Golden Tusk Awards and closed the conference with our coveted Best in Show.

Congratulations to all our winners, and we can’t wait to see everyone in-person in 2021!