In today's competitive healthcare landscape, marketing teams face the challenge of creating informative, engaging content that resonates with patients while maintaining accuracy and compliance. This talk explores the transformative potential of Artificial Intelligence (AI) in streamlining content creation for healthcare marketing teams and strengths and weaknesses of current technologies. The presenters will delve into practical applications of AI, from generating targeted blog posts and social media content to crafting personalized patient education materials.
Adam Scott, Senior Director of Field Engagement, and Ryan Prentice, Director of Business Intelligence and Data Acquisition will present key updates from the IHA data program. Updates will include new reports in IHA DataLink, new features and capabilities in IHA Dimensions for users, and exciting new data offerings through IHA's relationship with HSG. Members for the first time will have access to physician office claims data.
In 2018 Columbus Regional Health partnered with the City of Columbus, Indiana to purchase a community mall, Fair Oaks Mall. Like many community malls across the country the facility was plagued with high vacancy rates due to changing shopping patterns over the past several years. In this presentation you will learn about how this facility was transformed and repurposed into what is now a state-of-the-art multispecialty medical facility and how the Columbus Regional Health marketing and communications team played a critical role in the planning and execution process.
During the lunch break we will hear an update from the Indiana Hospital Association.
In today’s digital age, patient reviews wield immense power, especially in shaping Google rankings for healthcare providers. When prospective patients search for medical services online, they rely heavily on these reviews to guide their decisions. Beyond establishing trust and credibility, patient feedback plays a pivotal role in bolstering online visibility. Actively encouraging satisfied patients to share their positive experiences can significantly elevate your Google search rankings, attracting a larger patient base and cultivating a thriving practice. In this presentation you will learn how Major Health Partners began harnessing patient Google reviews and redefined the success of their healthcare business.
Creating person-centered experiences extends beyond clinical settings and enhances brand awareness and equity. This session will review special programs that support Eskenazi Health’s brand through strategic events operations and arts programming, including the Eskenazi Health Public Art Collection and the Marianne Tobias Music Program.
Learn how a small rural hospital completely overhauled its interior wayfinding to improve patient and visitor experience without the expense of hiring a wayfinding consultant. After a failed wayfinding approach that left patients and visitors confused for more than eight years, a cross-functional team at Good Samaritan came together to create a new and improved method. This team utilized surveys, department input and the Six Sigma DMAIC process to implement a winning approach to wayfinding, while keeping costs low.
Cocktail Hour: 6 to 6:30 p.m.
Dinner and Networking: 6:30 to 9 p.m.
7:30 a.m. to 8:30 a.m.
Registration
8:30 a.m. to 8:45 a.m.
Welcome by Tiffany Conover, IHMPRS President
Title Sponsor Presentation: Mark Shepler, Phoenix Innovate
8:45 a.m. to 9:45 a.m.
Unlocking Efficiency: Using AI for Healthcare Content Creation
by Robbie Schneider, Franciscan Health
In today's competitive healthcare landscape, marketing teams face the challenge of creating informative, engaging content that resonates with patients while maintaining accuracy and compliance. This talk explores the transformative potential of Artificial Intelligence (AI) in streamlining content creation for healthcare marketing teams and strengths and weaknesses of current technologies. The presenters will delve into practical applications of AI, from generating targeted blog posts and social media content to crafting personalized patient education materials.
9:45 a.m. to 10:45 a.m.
Breathing New Life Into an Old Brand
by Sarah Murlin and Ashley Hartman, Reid Health
As health organizations across the nation faced financial challenges resulting in changes to services and structure, reputation and brand felt the impacts. Recognizing the importance of resilience and strategic positioning, Reid Health decided to focus on strengthening our brand during these times. This presentation will outline the recommitment to breathing new life into an old brand; recommitting our brand promises to our community and our patients. These efforts include a new emphasis on accessibility, visual brand enhancements, rebranding service lines, introducing new content (including social media processes) that affirms our commitment to diverse communities and more. Our presentation will unpack brand and industry sentiments during challenging times and how to adjust marketing strategies to recapture audiences.
10:45 a.m. to 11:00 a.m.
Sponsor Meet & Greet / Break
11:00 a.m. to 12:00 p.m.
NexusPark: Transforming an Old Mall into a Health, Wellness and Recreation Destination
by Joel Philippsen and Beth Dawson, Columbus Regional Health
In 2018 Columbus Regional Health partnered with the City of Columbus, Indiana to purchase a community mall, Fair Oaks Mall. Like many community malls across the country the facility was plagued with high vacancy rates due to changing shopping patterns over the past several years. In this presentation you will learn about how this facility was transformed and repurposed into what is now a state-of-the-art multispecialty medical facility and how the Columbus Regional Health marketing and communications team played a critical role in the planning and execution process.
12:00 p.m. to 1:00 p.m.
Lunch Sponsor Presentation: My Shirt Works
Lunch and IHA Update
During the lunch break we will hear an update from the Indiana Hospital Association.
1:00 p.m. to 2:00 p.m.
Reach for the Stars: The Importance of Google Reviews in Healthcare Marketing
by Gena Linville, Major Health Partners
In today’s digital age, patient reviews wield immense power, especially in shaping Google rankings for healthcare providers. When prospective patients search for medical services online, they rely heavily on these reviews to guide their decisions. Beyond establishing trust and credibility, patient feedback plays a pivotal role in bolstering online visibility. Actively encouraging satisfied patients to share their positive experiences can significantly elevate your Google search rankings, attracting a larger patient base and cultivating a thriving practice. In this presentation you will learn how Major Health Partners began harnessing patient Google reviews and redefined the success of their healthcare business.
2:00 p.m. to 2:45 p.m.
Creating Person-Centered Experiences: Enhancing Brand Awareness Through Strategic Events and Arts Programming
by Amanda Byrd and Courtney Fehrenbacher, Eskenazi Health
Creating person-centered experiences extends beyond clinical settings and enhances brand awareness and equity. This session will review special programs that support Eskenazi Health’s brand through strategic events operations and arts programming, including the Eskenazi Health Public Art Collection and the Marianne Tobias Music Program.
2:45 to 3:30 p.m.
Sponsor Break & Eskenazi Tour
3:30 p.m. to 4:15 p.m.
Wayfinding Simplified
by Tiffany Conover, Good Samaritan
Learn how a small rural hospital completely overhauled its interior wayfinding to improve patient and visitor experience without the expense of hiring a wayfinding consultant. After a failed wayfinding approach that left patients and visitors confused for more than eight years, a cross-functional team at Good Samaritan came together to create a new and improved method. This team utilized surveys, department input and the Six Sigma DMAIC process to implement a winning approach to wayfinding, while keeping costs low.
4:15 p.m. to 4:45 p.m.
Day One Wrap Up and Networking Sponsor
Networking Sponsor Presentation: TBD
6:00 p.m. to 10:00 p.m.
Networking Dinner at Rathskeller
at 401 E. Michigan Street
8:00 a.m. to 9:00 a.m.
Check-In & Continental Breakfast
9:00 a.m. to 10:00 a.m.
Keynote: Is Your Culture Killing Your Brand?
by Burl Stamp
Keynote Presentation Sponsor: Stamp & Chase
An organization’s culture and its brand are inextricably linked. Beyond the visual and messaging aspects of brand development, what consumers/patients and employees experience when they interact with our organizations plays a significant role in their conceptualization of our brand and brand promise. Burl Stamp, FACHE, is an experienced healthcare executive who started his career in marketing, communications, and strategic planning. He then went on to become a hospital CEO. His work today with healthcare organizations focuses on how everyone in the organization affects brand perception and how successful marketing strategists can - indeed must - play a bigger role as brand development leaders/advisors across the entire organization.
10:00 to 11:00 a.m.
How Transformation in Today's Digital Landscape Impacts Healthcare Marketing Strategies
by Mark Shepler, Phoenix Innovate, and Judi Willett, Reid Health
Healthcare marketing is experiencing an evolution, one that offers challenges that should be embraced through more dynamic, authentic, effective, data-based solutions that truly resonate with patients. By gaining a deeper understanding of the power of omnichannel marketing, healthcare marketing professionals can enhance relationships with local audiences, creating greater patient and talent acquisition opportunities. During this session you will learn about data and security, patient acquisition, and attracting and retaining talent.
11:00 a.m. to 12:00 p.m.
Rebranding to Provide Clarity and Alignment
by Mike Chapman and Marie Forszt, Powers Health
Community Healthcare System in Northwest Indiana made the strategic decision to rebrand as Powers Health to accomplish the following:
This case study will lead participants through the lessons learned from the VP of Marketing and Corporate Communications at Powers Health and their agency lead as they navigated an 18-month rebranding process. Strategies shared during this session include the development of a “living” and comprehensive Brand Launch Plan to act as our north star, ensuring that leadership and employees were part of the process (without tipping employees off about a rebrand), and identifying challenges and pitfalls as early as possible. Learn about the critical role a VP of Marketing must play internally to gain trust and buy-in from system leadership and the importance of working with an agency partner who has been through system rebrands and understands the process, opportunities, and challenges. Lessons learned also include the importance of establishing a leadership-based Brand Launch Team and an army of Brand Ambassadors, developing new ways to inspire internal audiences around the new brand, and dealing with a Board approval process that would likely leak the rebrand and new name to employees and the press – five months before the planned brand launch. Lastly, the presenters will share the creative developed to differentiate and elevate the system in the marketplace and instill internal pride in the organization and the brand lift we were able to measure.
12:00 p.m. to 12:30 p.m.
Door Prizes & Wrap Up
by Tiffany Conover, IHMPRS President
An organization’s culture and its brand are inextricably linked. Beyond the visual and messaging aspects of brand development, what consumers/patients and employees experience when they interact with our organizations plays a significant role in their conceptualization of our brand and brand promise. Burl Stamp, FACHE, is an experienced healthcare executive who started his career in marketing, communications, and strategic planning. He then went on to become a hospital CEO. His work today with healthcare organizations focuses on how everyone in the organization affects brand perception and how successful marketing strategists can - indeed must - play a bigger role as brand development leaders/advisors across the entire organization.
Healthcare marketing is experiencing an evolution, one that offers challenges that should be embraced through more dynamic, authentic, effective, data-based solutions that truly resonate with patients. By gaining a deeper understanding of the power of omnichannel marketing, healthcare marketing professionals can enhance relationships with local audiences, creating greater patient and talent acquisition opportunities. During this session you will learn about data and security, patient acquisition, and attracting and retaining talent.
Make sure to get your Passport for Prizes card turned in.
Community Healthcare System in Northwest Indiana made the strategic decision to rebrand as Powers Health to accomplish the following:
This case study will lead participants through the lessons learned from the VP of Marketing and Corporate Communications at Powers Health and their agency lead as they navigated an 18-month rebranding process. Strategies shared during this session include the development of a “living” and comprehensive Brand Launch Plan to act as our north star, ensuring that leadership and employees were part of the process (without tipping employees off about a rebrand), and identifying challenges and pitfalls as early as possible. Learn about the critical role a VP of Marketing must play internally to gain trust and buy-in from system leadership and the importance of working with an agency partner who has been through system rebrands and understands the process, opportunities, and challenges. Lessons learned also include the importance of establishing a leadership-based Brand Launch Team and an army of Brand Ambassadors, developing new ways to inspire internal audiences around the new brand, and dealing with a Board approval process that would likely leak the rebrand and new name to employees and the press – five months before the planned brand launch. Lastly, the presenters will share the creative developed to differentiate and elevate the system in the marketplace and instill internal pride in the organization and the brand lift we were able to measure.
