Conference Brochure - Healthcare Internet Conference [PDF]

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Science degree in Computer Science at the University of Chicago, .... Come a little early to Austin this year and join us for one of the following four special events ...
g greystone.net

Where Digital Insight and Execution Converge

October 23-25, 2017

www.HCIC.net JW Marriott • Austin, TX

www.HCIC.net In cooperation with:

CONFERENCE PROGRAM

Conference Hotel

JW Marriott Austin Austin, TX

The official hotel for the conference is the JW Marriott Austin. To make a hotel room reservation, call (844) 473-3959 or book online to reserve your room. Be sure to make your reservations by Friday, September 29, 2017. Identify the meeting as the “Healthcare Internet Conference” when calling or select “Attendee” from the website dropdown box to get the discounted rate of $254/night plus tax. You will be required to guarantee the reservation with a credit card. After the cutoff date, or once the room block is sold-out, any remaining rooms will be reserved at the prevailing rate. In-room Wi-Fi access is included in the room rate. The JW Marriott Austin, the leader among luxury hotels in Austin, has 1,012 carefully crafted guest rooms and suites feature the Marriott Revive® bedding. Bringing you the ultimate luxury you’ve come to expect, all of the Austin luxury hotel rooms and suites at the JW Marriott are designed to make you feel at home - a feeling that is common throughout this friendly city.

HCIC Organizer In addition to hosting the annual Healthcare Internet Conference, Greystone.Net helps healthcare organizations develop web strategies and digital properties that drive growth to its digital presence. Our suite of online services include digital consulting and planning services aimed to improve web performance, an online survey tool that captures the voice of the digital customer, user experiences and brand opinions, and a host of professional development opportunities that provide best practices and case studies from peers and colleagues in the industry.

g greystone.net |

Strategic Thinking Digital Healthcare

www.greystone.net 2951 Flowers Road South Suite 230 Atlanta, GA 30341 770 407 7670 [email protected]

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Annual

Greystone.Net

Healthcare Internet Conference Don’t miss the opportunity to attend healthcare’s most respected Marketing, Internet and Web Technology conference.

Stay Ahead of the Curve on Web Digital Strategy and Development Attend this year’s conference and: • Learn “best practices” on a range of issues from the • • • • • •

best in the industry. See what’s new in healthcare multi-channel marketing, mobile, design & usability, CRM and more. Hear case studies on digital marketing and how to measure ROI. Get practical tips and ideas to support your strategies and tactics. Examine strategies to ensure physician and patient connectivity. Network with colleagues from hospitals and health systems from around the country. See how others are managing and leading the digital transformation of healthcare.

HCIC Features • Three days dedicated to helping you pinpoint the

technologies, strategies and solutions that best position your organization for a consumer-driven future. • Five General Sessions to inspire you and broaden your

thinking about the impact of new technologies. • Presentation of the 2017 Healthcare Internet Hall of

Fame inductees and the announcement of the recipient of the 2017 John A. Eudes Vision and Excellence Award. • 2017 eHealthcare Leadership Awards Presentation, an

informative session highlighting the current landscape of healthcare Internet development. • Dedicated time in the Exhibit Hall, allowing you to

interact with the leading consultants and vendors whose emphasis is on the web, digital marketing, eHealth, CRM and much more. • Networking breakfasts, luncheons, breaks and

receptions that connect you with your peers.

Who Should Attend? The conference is designed for healthcare executives from hospitals, health systems, group practices, integrated networks and health plans including: • • • • • • • • • •

Web Directors, Webmasters and Web Team Members Vice Presidents of Marketing Chief Information Officers CRM Directors and Team Members Marketing & Communications Directors Public Relations Directors Business Development Executives IT Professionals Physician Relations Directors Strategic Planners

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2017 Keynote Sessions

Monday, October 23 4:00 - 5:15pm Re-Imagining Marketing: The Journey toward Omni Channel Marketing and Beyond Marketing to healthcare consumers is rapidly changing from a brand-centric approach to a consumer-driven model. With a focus on digital, mobile and measurable strategies, the Cleveland Clinic is re-imagining their marketing programs and the organization that supports them. In this thought-provoking opening keynote session, hear how the Marketing leaders at the Cleveland Clinic are working closely with their Patient Experience, Clinical and IT counterparts on solutions that drive specialty care volume and population health access while building the organization’s brand. Leave this session with new ideas on how to further that journey in your organization. Paul Matsen joined Cleveland Clinic in 2006. He is responsible for all marketing and communications programs at Cleveland Clinic including global development of the brand; marketing of key clinical lines of service; regional and international locations; and digital marketing. He also leads Cleveland Clinic’s Corporate Communications department. Prior to joining Cleveland Clinic, Mr. Matsen was the Executive Vice President and Chief Marketing Officer at Delta Airlines. He began his career in New York, working at a number of leading advertising agencies Including Grey and Young & Rubicam. He is a graduate of Rutgers University.

Paul Matsen Chief Marketing and Communications Officer Cleveland Clinic Brian Gresh is the Executive Director of Multi Channel Content Marketing at Cleveland Clinic. He oversees digital strategy, content marketing, and web development, including the #1 most-visited hospital blog, Health Essentials, and industry leading SEO and SEM programs. Brian previously served as Senior Director of Interactive Marketing and Web at University of Utah Health Care. As a healthcare marketing executive with twenty years of experience, Brian enjoys solving marketing challenges by leveraging emerging technologies and putting user experience first.

Brian Gresh Executive Director, Digital & Content Marketing Cleveland Clinic 2

Sponsored by:

Influence Health provides the healthcare industry’s most comprehensive suite of healthcare consumer experience solutions. The Influence Health platform enables provider organizations to positively influence consumer decision making and health behaviors well beyond the physical care setting through personalized and interactive multi-channel engagement. Since 1996, the Birmingham, AL-based company has helped more than 1,100 provider organizations positively influence consumer relationships in a way that is transformative to financial and quality outcomes. For more information visit www.influencehealth.com.

Tuesday, October 24 8:00 - 9:15am Repair Kit: The Truth About How to Fix Your Broken Content Marketing We create more content than ever, but the success of the average piece of content continues to plummet. What now? Best-selling author and digital strategist Jay Baer is back at HCIC this year, and he's armed with solutions to your content challenges. The rules of content success changed dramatically in the past two years, and in this fast-paced presentation overflowing with tips, case studies and stories, Jay gives you the recipe for how to win with content today. Based on his work with many of the world's most iconic brands in healthcare and beyond, this session pulls no punches. Don't miss it! Jay Baer is a renowned business strategist, keynote speaker and the New York Times best-selling author of four books who travels the world helping business people get and keep more customers. Jay has advised with more than 700 companies since 1994, including Caterpillar, Nike, Allstate, and 31 of the FORTUNE 500. He is the founder of Convince & Convert, a strategy consulting firm that helps prominent companies gain and keep more customers through the smart intersection of technology, social media and customer service. His Convince & Convert Media division owns the world’s #1 content marketing blog, multiple podcasts and many other education resources for business owners and executives. The creator of five multi-million dollar companies, Jay is also an active venture capitalist and technology advisor, as well as an avid tequila collector.

Sponsored by:

Tea Leaves Health is focused on delivering business intelligence solutions for the healthcare industry. With enterprise software empowered by data, and decades of experience in healthcare business development and marketing, our team has unrivaled expertise in helping health systems prioritize efforts to maximize profits and experience service-line and strategic growth.

Jay Baer President, Convince & Convert and New York Times Best Selling Author

Tuesday, October 24 4:30 - 5:30pm Footprints in the Digital Dust: How Algorithms Discover Your Secrets and Predict Your Future Whether it's using social media, shopping online or just existing in today's digital world, you leave behind extensive digital traces. New artificial intelligence (AI) allows scientists to use that data to discover your hidden secrets and predict aspects of your future - your health, happiness and love life - with startling accuracy. These insights are powerful, with the potential to help us in new, exciting ways. But, it also has the potential to do great harm. Don’t miss this session to learn what's going on, what comes next and how healthcare should handle this powerful emerging technology. Dr. Jennifer Golbeck is a computer scientist, director of the Social Intelligence Lab and an associate professor in the College of Information Studies at the University of Maryland, College Park. Her research focuses on analyzing and computing with social media and creating usable privacy and security systems. She writes for Slate and The Atlantic, and frequently appears on NPR, including as a regular guest host for The Kojo Nnamdi Show. Her TED talk was named one of the most powerful talks of 2014. She received a Bachelor of Arts degree in Economics, a Bachelor of Science degree and Master of Science degree in Computer Science at the University of Chicago, and has a Doctor of Philosophy degree in Computer Science from the University of Maryland, College Park.

Sponsored by:

g greystone.net | In addition to hosting the annual Healthcare Internet Conference, Greystone.Net helps healthcare organizations develop web strategies that drive growth to its digital presence. Our suite of online services include digital consulting and planning services aimed to improve web performance, an online survey tool that captures user experiences and brand opinions, and a host of professional development opportunities that provide best practices and case studies from peers and colleagues in the industry.

Jennifer Golbeck, Ph.D. Director of the HumanComputer Interaction Lab University of Maryland

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Wednesday, October 25 8:15 - 9:30am Preparing for 2020: Owning the Patient Journey and Owning Your Data An individual’s healthcare data is physically stored and managed in silos and often at multiple locations throughout hospitals and physicians’ offices. Yet in today’s increasingly connected digital world, most patient experiences and touch points - such as researching doctors, making appointments and post-care follow-up - occur outside of hospitals and doctors’ offices. How can healthcare marketers connect the digital data to the physical data to learn the full value of each patient? How can healthcare marketers use that data to help acquire more of their most valuable customers? In this general session, learn how health systems, providers and other industries are approaching data integration and patient/customer valuation. Hear about best practices for efficient and profitable patient volume growth and leave the session with a clearer understanding of how to own the patient journey and how to own your own data. You won’t want to miss this forward-thinking, thought-provoking session. Brian is the Industry Director for Health Systems for Google. In this role, Brian works with several national teams that support the digital marketing and advertising programs of organizations and companies in the Health Services industry. These organizations and industries include major hospitals systems, behavioral treatment centers, vision and dental providers, weight loss and fitness marketers. In addition to supporting these organizations' advertising and marketing programs, Brian and the teams he works with also introduce innovation to these companies utilizing Google's array of products and services. Prior to this role, Brian was a leader on Google's YouTube and Display teams. Brian also serves as one of Google's two Cambridge Site Leads.

Brian Cusack Industry Director, Health Systems Google, Inc.

Sponsored by:

Healthgrades delivers real-time insights that transform the way consumers and providers make decisions. Our robust consumer data and digital solutions drive more meaningful healthcare connections, enabling effective acquisition, engagement and retention of patients. Healthgrades’ Platform offers data centralization, audience planning, population analysis, cross device campaigns, and advanced analytics, along with point-and-click access to campaign strategies. Healthgrades works with leading health systems across the country to help them influence healthcare decisions at the moment of choice.

Before Google, Brian held management positions at AOL, CMGI and Ziff-Davis in addition to leadership roles at two Boston area marketing platform start-ups. Brian is actively involved in Boston's professional community as past President of BIMA, past board member of the Boston AdClub and currently serving as an Executive Committee member of MITX and as a board member of the Greater Boston Chamber of Commerce. Affiliations also include community youth sports and local church leadership.

Wednesday, October 25 12:30 - 1:45pm

Sponsored by:

2020: The Decade of Hindsight and What You Need to Know to Thrive The last ten years have brought amazing innovation and business change. It has also brought disaster for many brands large and small that failed to adapt with the times. This decade has ushered in unprecedented change in our business climate. Uber, Crowd Funding, Virtual Reality, Sharing Economy, Urgent Care and many other economic drivers were spawned in less than a decade. And 2020 will be a tipping point for healthcare businesses of all sizes. What is coming? Where are the growth opportunities? What needs to be done right now to thrive in the upcoming decade of hindsight? When the ball drops in 2020, will you look back with pride or regret? Learn what we need to know and do right now to thrive in 2020 and beyond. An entrepreneur many times over, Larry Bailin began his first marketing company, Online Resources Incorporated (ORI), in 1995, and later founded his current company, Single Throw, in 2001. ORI, his first company, accumulated over 200 clients in just two years. After it was acquired by Planet Technology Solutions in 1998 and then by Vytek Wireless in 2000, Larry moved on to create his second company, the award winning Internet marketing company Single Throw. Serving some of the top companies in the world, Larry’s innovative marketing strategies continue to redefine the way companies use the Internet. While a proven writer and entrepreneur, a renowned expert and pioneer in the fields of marketing, sales, digital marketing, social media and the new customer culture, Larry’s real passion is as a motivational business speaker.

Larry Bailin 4

CEO, Single Throw Marketing and BestSelling Author

g greystone.net | In addition to hosting the annual Healthcare Internet Conference, Greystone.Net helps healthcare organizations develop web strategies that drive growth to its digital presence. Our suite of online services include digital consulting and planning services aimed to improve web performance, an online survey tool that captures user experiences and brand opinions, and a host of professional development opportunities that provide best practices and case studies from peers and colleagues in the industry.

HCIC Schedule At-A-Glance Sunday, October 22 4:00pm - 7:15pm

Let's Talk: Conversions

Monday, October 23 7:00am - 5:30pm

Registration Open

9:00am - Noon

Pre-Conference Events

1:00pm - 2:00pm

Concurrent Sessions

2:15pm - 3:15pm

Concurrent Sessions

3:30pm - 3:45pm

Welcome and Introduction by Greystone.Net

3:45pm - 4:00pm

John A. Eudes Vision & Excellence Award Presentation

4:00pm - 5:15pm

General Session, Paul Matsen and Brian Gresh

5:15pm - 6:45pm

Opening Reception in the Exhibit Hall

Tuesday, October 24 7:00am - 5:30pm

Registration Open

7:30am - 8:00am

Continental Breakfast

7:30am - 8:00am

2017 HIHOF Inductions

8:00am - 9:15am

General Session, Jay Baer

9:15am - 10:15am

Break in the Exhibit Hall

10:15am - 11:15am Concurrent Sessions 11:30am - 12:30pm Concurrent Sessions 12:30pm - 1:30pm 1:45pm - 2:45pm

Roundtable Networking Luncheon Concurrent Sessions

2:45pm - 3:30pm

Break in the Exhibit Hall

3:30pm - 4:30pm

Concurrent Sessions

4:30pm - 5:30pm

General Session, Jennifer Golbeck, Ph.D.

5:30pm - 7:00pm

Reception in the Exhibit Hall

Wednesday, October 25 7:00am - 1:30pm

Registration Open

7:15am - 7:45am

Continental Breakfast

7:30am - 8:10am

2017 eHealthcare Leadership Awards

8:15am - 9:30am

General Session, Brian Cusack

9:30am - 10:15am

Final Break in the Exhibit Hall

10:15am - 11:15am Concurrent Sessions 11:30am - 12:30pm Concurrent Sessions 12:30pm - 1:45pm

Luncheon and General Session, Larry Bailin

1:45pm

Conference Adjourns 5

A pre-HCIC Event

Register Online at HCIC.net

by Greystone.Net and Healthgrades Sunday, October 22, 2017 • 4:00pm - 7:15pm Join us late Sunday afternoon for Let's Talk: Conversions, an in-depth discussion with industry and non-industry speakers, sharing insider knowledge and experiences on how to leverage the web, digital marketing and CRM to drive conversions and grow revenue. Reasons to attend:

• An opportunity for providers to network with faculty, peers and partners. • A unique opportunity to hear speakers on advanced topics in healthcare as well as relevant topics outside of healthcare.

• There’s no added cost if you are attending HCIC! During the sessions, we will have fun, cocktails, appetizers and good conversation.

Don’t Miss Out! To sign up, choose “Attending” in the Special Event section on the HCIC Registration form.

Peer-to-Peer Discussions with SocialMedia.org Health: Metrics and ROI Monday, October 23rd • 9:00am - Noon Wednesday, October 25th • 2:00pm - 5:00pm Social media leaders at major hospitals are invited to join SocialMedia. org Health for private, expertly facilitated discussions. We’ll start with a large-group conversation on social media metrics and ROI -- what we’re measuring, the tools we’re using, and how we’re reporting results to leadership. Then we’ll break into an unconference for fast-paced, peerto-peer discussions where you suggest discussion topics, vote for your favorites, and join the conversations that interest you most. This preconference is private, off-the-record, and exclusively for social media leaders at major hospitals. All registrations are reviewed, and everyone will have signed a confidentiality agreement. Learn more and sign up: http://health.socialmedia.org/hcic

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Pre-Conference Events Monday, October 23, 2017 • 9:00am - Noon For more information please visit: http://www.hcic.net/pre-conference-events

Come a little early to Austin this year and join us for one of the following four special events. Each offers an in-depth focus on current topics of interest. An additional registration fee of $125 ($95 if you register early) is required for each pre-conference event.

Migration Woes? Using Content Auditing and CMS Planning to Create Consistent, Coherent Content Content can be a mess on hospital websites, particularly when so many different service lines create content without consulting each other. What do you do when you need to combine content written by many different people under one service line or that includes many departments? Or, if your system is combining the web content of other sister hospitals and a major migration and redesign is in order? In this workshop, learn best practices for assessing your content before migration. Explore different methodologies for content auditing, as well as how to use those findings to influence content strategy, information architecture and design. Review several case studies, including an in-depth look at how one academic medical center, along with their pediatric hospital and school of medicine partners, worked in tandem to understand the universe of content for their Women & Infant’s service line. Hear how the marketing team, using auditing and competitive analysis, was better equipped to decide where to spend money on creating new, vibrant content for the combined service line. Leave the workshop with techniques, tips and processes you can use in your organization to soothe and strengthen the content migration and creation processes. Speakers:

What’s in an App? The DIY Project Roadmap from Idea to Successful Launch Mobile applications are often the ‘medium of choice’ for engaging audiences in nearly any interactive process. As a digital manager, making the decision to build in-house (versus buy) requires both a sound process and capable development staff. Through this hands-on workshop, learn the steps of mobile app creation, focusing on idea conception and design. Hear how to search optimize for the app stores and how to develop a “go to market” strategy that ensures both successful launch and sustained use. The faculty will share insights on engaging the audience and internal stakeholders. And, for each step of the process, hear lessons learned from a case study on the DIY development of a Surgery Connect app for St. Louis Children’s Hospital. Speakers:

Vicki Rhomberg, MSN, RN, Surgical Services Manager, St. Louis Children’s Specialty Care Center Sue Altman-Riffel, Chief Executive Officer, AppCatalyst Joseph Gledhill, Chief Technology Officer, AppCatalyst

Kami Bathon, Supervisor, Marketing & eBusiness, BarnesJewish Hospital Ben Brasso, Strategy Lead, CentreTEK Ahava Leibtag, President, Aha Media Group

Eight Things I Wish I Knew Before Redesigning My Website This is not your typical website redesign session. In this workshop, explore some of the less glamorous, yet essential, aspects of website redesign - governance, system architecture, accessibility, data quality and more. Learn from digital healthcare pros with multiple redesigns under their belts, as they share hard-earned lessons, tips and tools you can use to make your next redesign project a success. Whether your redesign is revolutionary or evolutionary - this workshop has something for you.

Speakers: Missy Ewald, Project Manager, Web Services, Henry Ford

Health System Anna Hansard, Director, Web Strategy, Henry Ford Health System Séamus O’Reilly, Digital Marketing Director, Duke Health Matthew Schwabel, Senior Director, Integrated Marketing, Duke Health

Taking Social to the Next Level Millennials are as comfortable with social media today as baby boomers were with a touchtone phone 30 years ago. So how do we keep our organizations current and leverage social media using the latest strategies, tools and technologies? How do we avoid falling into the comfortable old technology trap? In this workshop, learn from pioneers exploring the frontier of social media and understand how to demonstrate critical ROI and business value. This workshop goes beyond the ‘bread and butter’ of Facebook posts and Twitter feeds to explore ways to leverage the latest in social media such as Facebook Live, Instagram, Snapchat and more. Leave the workshop with a better understanding of how to enhance your organizational brand, dazzle your customers with improved patient experiences and strategically leapfrog competitors with advanced social techniques and analytics. Speakers:

Erica V. Johansen, Director of Strategic Development, Splash Media Group, LLC Melody Smith Jones, Director of Strategy, HYP3R Michael Deiner, Social Media Specialist, Penn State Health Tristin Bates, Social Media Specialist, Johns Hopkins Medicine

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Before Coming to HCIC: Join the HCIC LinkedIn group to be involved in weekly discussions leading up to the conference. This group has been designed for Healthcare Internet Conference attendees to engage and network prior to the face-to-face conference in October.

Register Online at HCIC.net

Onsite Registration Hours

This serves as a way to discuss fun things to do at the conference such as meeting up with colleagues for a show or a nice dinner. You may also want to find out more about presentations, pre- and postconference events or ask questions of our vendors and speakers.

Monday: 7:00am - 5:30pm

Either way, enjoy the pre-conversations and we look forward to seeing you at the Healthcare Internet Conference (HCIC).

Tuesday: 7:00am - 5:30pm Wednesday: 7:00am - 1:30pm

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Exciting Sessions This Year! Digital Strategy and Planning Sessions in this track highlight the role of robust strategic thought as the healthcare industry addresses the needs of its diverse publics (e.g., patients, consumers, physicians, employees, etc.) through its ever-growing digital footprint. Consumer Engagement Sessions in this track highlight some of the newer tools, solutions and tactics designed to leverage the web to improve the patient experience and to build consumer engagement. Technology & Tools Sessions in this track showcase current best-in-class implementations of CMS and CRM platforms, APIs, custom applications, workarounds, open source, etc. Digital Marketing & Advertising Sessions in this track feature the development and execution of digital marketing plans and tactics to reach organizational, business and marketing goals.

64 Concurrent Sessions in 8 tracks!

Multi-Channel Marketing Sessions in this track focus on how social media and mobile are reshaping healthcare and how they are impacting consumer choice, branding and traditional marketing. CRM & Analytics Sessions in this track showcase CRM and analytics strategies and implementation tactics through digital marketing integration success stories. This track also helps attendees understand how to evaluate the effectiveness, efficiency and business value of their digital footprint. Design & Usability Sessions in this track focus on the role of design and usability in the development of effective online user experiences, including how to reach the increasingly mobile customer. On the Horizon: Digital 2020 Sessions in this track focus on educating healthcare marketers on how to get ready today for the changes and emerging technologies that likely will be important in 2020 and beyond.

Track Legend: Use this color-based track legend as a guide, as you work through the session schedule.

Digital Strategy & Planning

Multi-Channel Marketing

Sponsored by:

Sponsored by:

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greystone.net

Consumer Engagement

CRM & Analytics Sponsored by:

Technology & Tools

Design & Usability Sponsored by:

Digital Marketing & Advertising

On The Horizon: Digital 2020

Sponsored by:

Sponsored by:

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Monday, October 23, 2017

1:00 - 2:00pm Digital Strategy & Planning

Multi-Channel Marketing

Step-by-Step: How to Build Your Campaign and Lead Management Ladder to Success

Digital Marketing on a Budget: Content Drives Conversion and Cost Per Lead Across Channels

Platte Valley Medical Center (PVMC) wanted to drive volume to their orthopedic practice and recognized the importance played by the scheduling team and lead management technology in doing so. Learn how, with extensive notes and follow-up captured in a multichannel campaign management tool, the team pinpointed locations to expand the practice, successfully measured and managed leads and documented the need for an additional hire to meet demand.

Community hospitals typically have a small staff for digital marketing. How do you get everything done? The key is utilizing a variety of digital platforms to deliver valued content and a consistent brand identity. In this case study, Northern Westchester Hospital shares how they drive people to their website from content across multiple digital channels – and how they do so efficiently on a small budget.

Charmaine Weis Director, Marketing and Communications, Platte Valley Medical Center

Joan Kantor Manager of Digital Marketing, Northern Westchester Hospital

Matt King Strategic Marketing Partner, Influence Health

Consumer Engagement

Mapping the Ideal Patient Experience in the Digital Age As the healthcare landscape continues to change, so do the roles of healthcare marketers. Marketing departments have an increased responsibility for the entire consumer life cycle, including: acquisition, pre-treatment education, treatment process communication and post-discharge advocacy. Discover how CHI Franciscan Health successfully mapped the consumer experience using service design, clinical pathways, marketing technology and behavior change management. The new patient engagement strategy has improved outcomes and increased revenue. Amanda Hobbs Digital Strategy Manager, CHI Franciscan Health Jennifer Kohnhorst, Healthcare Strategist, Bluespire Marketing

Technology & Tools

CRM & Analytics

Is Your Marketing Strategy Working? The Proof is in the Revenue. How to Track, Measure and Optimize with CRM and Analytics Learn how Carolinas HealthCare System is strategically building integrated campaigns to generate qualified marketing leads with strong conversion rates that yield measurable downstream revenue. This session showcases the data-driven strategies behind two campaigns, top-to-bottom funnel tactics and lessons learned that you can take back to your office and implement. Sharlene Boodram Consumer Engagement Lead and Laura Laye Director, Marketing Analytics Carolinas HealthCare System

Design & Usability

Do You Care About Consumers Finding Care on Your Website? How to Own Your Digital Healthcare Experience Customer expectations are rising in every industry including, and especially, healthcare. This presentation will help healthcare marketers and digital professionals understand the evolution of patient expectations, and how leading healthcare organizations are responding in kind. Learn how the University of Pittsburgh Medical Center and Lurie Children’s Hospital are using a CMS platform, with a strong context marketing experience platform, to engage patients in their own care and wellness. Kyle Anderson Director, Digital Programs, Ann & Robert H. Lurie Children’s Hospital of Chicago Clark Mitchell Sr. Manager – Web Systems Architecture, UPMC Vadim Dolt Managing Director, CMS Practice, Dallas, Rightpoint

Consumers are increasingly turning to local healthcare professionals to find care for themselves or their loved ones. Unfortunately, they often encounter poor user experiences when accessing providers’ websites. Learn how a Fortune 100 healthcare company tackled their landing page strategy and Information Architecture strategy to completely transform the way consumers are finding care across more than 900 hospital, clinic and ambulatory surgery center websites. Stephanie Phillips Senior Digital Marketing Account Manager, HCA Jackie Martin Product Strategist, HS2 Solutions

On The Horizon: Digital 2020

Using Emerging Technologies to Grow Physician Referrals Digital Marketing & Advertising

How RankBrain is Affecting Online Search In this session, learn how to optimize your website for one of Google’s newest search algorithm updates, RankBrain. Learn about machine-learning algorithms and ways for healthcare marketers to adapt to conversational-style content. Hear about RankBrain content strategies and keyword ranking results from national and local healthcare websites. And learn strategies to help write content that is RankBrain-compliant for mobile, search and People Also Ask results. Kelly Cunha Manager of Marketing and Web Strategy, Moffitt Cancer Center Chris Behan President, Socius Marketing

2:00 - 2:15pm Break sponsored by Doximity

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Smartphone apps using APIs, custom applications, augmented reality and broadcasting live surgeries via social media are just some of the emerging technologies that Henry Ford Health System uses to reach referring physicians. Hear the case study and learn how they developed and used multiple emerging technologies to enhance communications, which resulted in a streamlined patient referral process and a 116% increase in digital referrals in one year. Ara Telbelian Director of Marketing and Brand Management, Henry Ford Health System Dan Cobb CEO and Chief Strategy Officer, Daniel Brian Advertising

Monday, October 23, 2017

2:15 - 3:15pm Digital Digitaal Strategy Sttrattegyy & Planning Planningg

Multi-Channel Marketing

P&G to St. E: Applying Consumer Products Brand Strategy Techniques to Invigorate a Health System’s Marketing Strategy

How a Desktop Organization Meets an Audience That is Almost Entirely Mobile

Like most large healthcare systems, St. Elizabeth Healthcare strives to deliver consistent brand communications across all touch points to varied consumer audiences at different points in the care continuum. Hear how the organization is taking the system through a content journey by asking the important questions, “Who, What and How?” Learn how St. Elizabeth is applying branding lessons from P&G to the organization while launching a new digital presence, implementing a new CRM, restructuring the marketing team and more.

When your target audience is mostly women with kids young enough to need a Children’s Hospital, a mobile site is just table stakes. See how Children’s Hospital of Wisconsin implemented a program that goes beyond responsive websites and focuses on deeper mobile strategies, including a collection of mobile apps for various audiences, each of which is used daily and repeatedly, a variety of text messaging services that have generated clinical results and online communities to provide support for kids and their parents.

Matt Hollenkamp Vice President, Marketing and Communications, St. Elizabeth Healthcare

Kelly Lentini Digital Engagement Consultant and Neal Linkon Director of Digital Engagement Children’s Hospital of Wisconsin

Kirsten Lecky Director, Sales and Marketing, WriterGirl & Associates

Consumer Engagement

The Journey to Transform into a Consumer-Focused Organization: One Example Developing ground-breaking business models around a customer focus is a multi-stage process for many organizations. It requires using data to develop deep insight, building brand equity, understanding the key drivers of consumer selection and experience and having a fierce commitment to being customer-centric. Learn how to develop a consumerfocused strategy (value proposition delivered) and a brand strategy (value proposition communicated) that can lead to long lasting consumer loyalty and preference and earn significant financial and competitive advantage. Paul Szablowski Senior Vice President, Brand Experience, Texas Health Resources

Technology Teechnnology & Tools Toools Technology Tec ecchhnoolo logyy & TToo Tools ols Maintaining and Defending Your Health Brand Online First impressions matter. The last thing you want prospective patients to see is unflattering images or incorrect Google data that doesn’t represent your physicians or your health system. With limited resources, how do you maintain your system’s online health without sacrificing search ranking? During this session, hear Norton Healthcare’s approach to providing consumers with the best data on search, ultimately increasing its search traffic. Christy Belden Director of Digital Marketing, Norton Healthcare Carrie Liken Head of Industry, Healthcare, Yext

Digital Marketing &eAdvertising Multi-Cha annel M arke tingg Multi-Channel Marketing

How to Grow Your Brand – and Bottom Line – with Marketing Automation A 2016 Greystone.Net study found that 48% of healthcare marketers are using marketing automation – a 23% increase from 2015. However, many are challenged with fully leveraging these tools to drive growth in lead generation and conversion. Discover best practices in marketing automation from leaders in healthcare and other industries and glean expert perspective from HubSpot’s Sam Mallikarjunan on "solving for the customer” by humanizing and increasing the time-to-value in the prospect experience. Sam Mallikarjunan Marketing Fellow, HubSpot Eric Silberman Executive Vice President, True North Custom

CRM & Analytics

How to Define CRM Requirements: Demystifying the Path to Digital Marketing Many healthcare marketers wish to select/implement a CRM platform, but wonder “how do I start?” Oregon Health & Science University (OHSU) recognized the need to ground their selection with real clarity regarding business and technology requirements. Their disciplined process captured requirements that yield CFO-defensible ROI by focusing on the right priorities, while simultaneously empowering OHSU to sift through the dizzying array of solutions by leveraging “transparency demonstrations” that transfer the balance of power from vendor to marketer. Lisa Williams Associate Director, Digital Engagement, Oregon Health & Science University Rich Phillips Co-Founder, Customer Evolution

Design & Usability

Using a Patient-Centered Approach for System-wide Website Redesign Being a health system in “The Sweetest Place on Earth®” means living up to high customer experience expectations. To make their website as sweet as their town’s iconic chocolate bar, Penn State Health took a patient-centered approach to redesigning their web presence. In this session, learn how Penn State used patient input throughout the humancentered redesign that included health system, children’s hospital and college of medicine websites. Jerry Griffin Director of Web & Digital Services, Penn State Health/Penn State College of Medicine Matt Hummel President & Founder, Red Privet, LLC

On The Horizon: Digital 2020

Taking the Next Steps in Your Transparency Journey So you've published ratings and reviews on your website. Now what? Consumers are looking for the very best provider, program or facility for their unique healthcare needs and increasingly expect available information on the components that matter to them as an individual. While planning and navigating the complex (and often political) landscape can prove taxing, there are clear benefits within reach. In this session, Inova shares how they are building momentum around transparency and planning for the future. Rob Birgfeld, AVP Chief Digital Marketing Officer, Inova Andrew Ibbotson General Manager, NRC Health

3:15 - 3:30pm Break sponsored by Doximity

3:30 - 4:00pm Welcome Remarks and Presentation of the 2017 John A. Eudes Vision & Excellence Award

See page 25 for details

4:00 - 5:15pm Paul Matsen and Brian Gresh General Session sponsored by Influence Health 5:15 - 6:45pm Opening Reception in the Exhibit Hall

See page 2 for details

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Tuesday, October 24, 2017 7:30 - 8:00am Continental Breakfast sponsored by Scorpion Health 7:30 - 8:00am Healthcare Internet Hall of Fame Inductions

See page 25 for details

8:00 - 9:15am Jay Baer General Session sponsored by TeaLeaves Health

See page 3 for details

9:15 -10:15am Break in the Exhibit Hall sponsored by Reputation.com

10:15 - 11:15am Digital Strategy & Planning

Multi-Channel Marketing

Digital Redevelopment: Overcoming Challenges to Improve Patient Experience

Creative and Useful Strategies You Can Deploy Today to Grow Your Audience

Considering a move from an antiquated CMS to an open-source CMS? If yes, this Siteman Cancer Center case study can serve as a blueprint for redeveloping your website to better serve patients while satisfying executives and other stakeholders. Learn how Siteman built the business case for upgrades, secured buy-in, selected the best platform, design and content, eliminated unnecessary information and launched a new website that is helping to build and maintain good relationships.

In this session, hear how MedStar Washington Hospital Center used a cross-team approach to grow its digital audience by 500% in just a few months. Their creative approach to channel testing and performance management continues to allow them to effectively market and adjust strategies based on what is working in real-time. Among other things, learn how to engage your physicians to find unique content and stories and about effective ways to distribute and repurpose content. Explore tools to help you decide which content to use for what channel and how to effectively report feedback.

Dustin Horn Senior Manager, Digital Marketing and Communications, Siteman Cancer Center Derek Mabie President, Evolve Digital Labs

Consumer Engagement

Stay Focused on Users’ Needs with Effective Content Governance Website visitors want easy access to useful content. But healthcare organizations sometimes get caught up writing content that appeases stakeholders more than it helps visitors. Hear how the University of New Mexico Health Sciences Center reduced 200,000 pages and files to 1,500 by consolidating websites and focusing on key audiences. Learn how to create and implement a content governance strategy that keeps the site userfriendly going forward.

Donna Arbogast Vice President of Public Affairs and Marketing, MedStar Washington Hospital Center Mariah Obiedzinski Director of Content Marketing, MedTouch

CRM & Analytics

When Meaningful Use and CRM Meet, It’s Magic Getting patients to interact with your portal can be like playing the ultimate game of matchmaker. You need the stars to align and patients to register, view, download and transmit information so you can reciprocate. It’s a delicate relationship, but when CRM meets your patient portal, magic happens. This session highlights how one organization used their CRM system to execute automated campaigns to help meet Meaningful Use objectives.

David Groth HSC Web Communications Manager, University of New Mexico Health Sciences Center

Judy Winkler Strategic Marketing Director, OSF HealthCare

Ben Dillon Chief Strategy Officer, Geonetric, Inc.

Jennifer Baker-Grogg Lead Client Strategist, Tea Leaves Health

Technology & Tools

How DAM Helps Baptist Health Manage CMS Assets, Streamline Creative Production and Keep the Team on Brand Baptist Health uses Digital Asset Management (DAM) software as the centerpiece of its marketing stack. DAM is critical to Baptist’s day-to-day marketing and creative processes. Hear how integrating DAM and CMS has enabled Baptist to save time and money while ensuring the assets that are being used are the right quality, format and adhere to usage rights. Katie Jimenez Digital Strategy Manager, Baptist Health David Porter Vice President, IntelligenceBank

Design & Usability

Developing an Online Consumer Feedback Community to Support Digital Strategy and Decision Making After conducting patient interviews to test homepage designs, The MetroHealth System quickly heard more about the functionality than the design changes. To design something better, more consumer insight was needed throughout the planning and development phases. The solution? An "online web feedback group" comprised of 250 volunteers recruited from the system's larger Online Survey Community. Hear how this group helped determine values for online transactions, flow for certain users, online scheduling patterns and areas for higher digital content engagement. Elizabeth Clegg Senior Market Research Associate and Kate Ruggiero Manager of Digital Communications The MetroHealth System

Digital Marketing & Advertising

Lessons from Retail: Applying Multi-Channel Consumer Strategies to Your Marketing While healthcare marketing has more regulations and business nuances to consider, the shift to health consumerism provides healthcare marketers an opportunity to apply some of the best practices from retail marketing campaigns to see immediate gains in their digital marketing efforts. Learn about the key steps that healthcare marketers can take to apply lessons learned from retail companies like Home Depot, Carhartt and Lumity to today's consumer. Explore how to create digital programs that meet and exceed patients’ expectations, lift conversion rates and fill the waiting room with patients that drive the best outcomes for a practice. Brett Lauter Vice President, Marketing, Lumity Brad Roberts Vice President of Client Services & Strategy, Response Mine Interactive

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On The Horizon: Digital 2020

Beyond HCAHPs: Leveraging Online Reviews to Transform the Patient Experience HCAHP scores alone do not include rich data about the overall patient experience. A recent study identified 11 dimensions of data regarding patient experience that are omitted by HCAHP scores, but available in online reviews. Attendees will learn from Nicklaus Children’s Hospital how to help improve brand reputation, increase patient acquisition and identify opportunities to optimize the patient experience. Leave with actionable tactics to easily implement in your healthcare system. Roberto Prieto Manager, Web Marketing, Nicklaus Children’s Hospital, Miami Children’s Health System Kevin Kent Chief Operating Officer, ReviewTrackers

Tuesday, October 24, 2017 11:15 - 11:30am Break sponsored by Doximity

11:30am - 12:30pm Digital Strategy & Planning

The Evolution of Consumer Content Marketing in Healthcare: A Panel Discussion For years, the blog has been a go-to workhorse for digital marketing efforts, supporting search strategies and driving website traffic. But with content behemoths like Cleveland Clinic and Mayo, how does a hospital build a sustainable digital content program that addresses the unique needs of consumers in their region? In this panel discussion, discover how Vanderbilt University Medical Center, OhioHealth and Ochsner Health reimagined their own consumer content efforts to drive real engagement and results. Cate Czarnecki Senior Digital Marketing Specialist, Content Hub Lead, Ochsner Health System Linda Zettler Managing Editor, Digital Content, Vanderbilt University Medical Center Missy Gleason Managing Editor, OhioHealth Wellness Blog & Newsroom, OhioHealth

Multi-Channel Marketing

The Doctor Will (Read) It Now Learn how to navigate the mysterious world of physician marketing on a social network with Stanford Children’s Health. Hear the Stanford story of how a pediatric hospital gained physician fans, referrals and increased brand awareness with engaging content – online! Learn how Stanford created highly targeted content that highlighted revolutionary pediatric achievements and grew their physician fan base. And, how they transformed these fans to friends by using their own physicians as brand ambassadors, resulting in organic connections with referring physicians and improved brand awareness nationwide. Erika Smith Director of Marketing, Stanford Children’s Hospital Peter Alperin, MD Vice President and General Manager, Hospital Solutions, Doximity

CRM & Analytics

Moderated by: Jeff Ficker, Chief Creative Officer, Casual Astronaut

Chatbots and CRMs for Healthcare: What, How and Why Consumer Engagement

The Role of Healthcare Marketer in the Changing Healthcare Landscape Despite constant change in healthcare policy, one component of the Affordable Care Act isn’t going away: the shift from volume-based care to value-based care and the idea that providers must combat health risks proactively. Digital marketers play an important role in this transition. This session examines how one healthcare organization uses digital marketing to drive engagement and embrace this shift, and how content marketing helps move the needle on preventive care. Leighann Dreyer External Digital Marketing Manager and Nina Walsh Social and Digital Media Manager UMass Memorial Health Care Rachelle Montaño Vice President of Consumer & Marketing Solutions, StayWell

Technology & Tools Technology & ToolsExperience is a Guided One A Better Digital Seventy percent of hospital website visitors leave the site almost immediately. Which begs the question, why aren’t we asking what they need? In this session, learn how Piedmont Healthcare has taken another step towards improving the digital experience by guiding consumers through the digital journey with a healthcare-specific chat solution. Hear how Piedmont can now ask consumers what they need right away and then provide that information in a unique, innovative way. Leave with ideas on how to decrease your website bounce rate in a way that leads to a better digital experience. Matt Gove Chief Consumer Officer, Piedmont Healthcare Steph Kaminskas Director of Sales, Transparently

Digital Marketing & Advertising

Strategies for Attracting and Retaining Patients Online Health systems are investing in new ways to tap into the growing trend of consumers searching for providers online, but with so much competition, how can your organization stand out? Many health systems have focused efforts on getting their providers listed on external sites at the expense of investing sufficiently in their own websites. Doing so has helped them to partially keep up with the competition, but not break away from it. In this session, learn how Providence St. Joseph Health has “broken ranks” by leveraging their own provider search tools.

Chatbots help consumers interact with many different industries, and now are coming to healthcare. Automated chatbot conversations, occurring throughout the year, help build true relationships. Timely check-ins with patients gather health data, provide relevant information and offer a smooth way to register or set appointments. In this session, see an example of a cool interface, experience a chat and learn how chatbots are used at Centura Penrose St. Francis and other hospitals. Margaret Sabin CEO, Centura/Penrose-St. Francis Health Services, President, South State Operating Group Donna Siegfried Senior Director, Product Management, Intervisit Communications, Healthgrades

Design & Usability

Design for Measurable Success: How Usability Testing and Data Informed the Cleveland Clinic Website Redesign As an institution that prides itself on using research and data to inform patient care, the Cleveland Clinic wanted to ensure that philosophy carried through to the redesign of its new website. Learn how Cleveland Clinic’s digital team used a combination of remote and in-person testing to inform the visual interface, what testing tools were used, which insights were most surprising, and how their findings have improved efficiency, results and patient satisfaction since the site launch. Scott Mowery Digital Marketing Director, Cleveland Clinic Allison Manley Sales & Marketing Manager, Palantir.net

On The Horizon: Digital 2020

How to Stay One Step Ahead in the Fast & Furious Race for Digital Marketing Innovation Digital strategy and marketing often feels like a scene from Fast & Furious. As soon as you pull ahead of the trends, evolving user platforms, changing user expectations, new forms of content development and the dizzying array of metrics overtake your lead. UTMB Health recognized this, and implemented a comprehensive internal educational program to engineer a new understanding of this thing called “Digital.” Learn how to maximize digital when competing for marketing dollars and exposure. Pep Valdes Director of Digital Communications, UTMB Health Kaela Carey Digital Evangelist, SPM Marketing & Communications

Shweta Ponnappa Senior Director, Digital Marketing, Providence St. Joseph Health Sailu Challapalli, MEng, MBA Vice President, Account Management, Kyruus

12:30pm - 1:45pm Roundtable Networking Luncheon

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Tuesday, October 24, 2017

1:45 - 2:45pm Digital Strategy & Planning

Proving Marketing’s Worth to the CEO: Building KPIs In today’s competitive healthcare landscape, misinterpreting campaign performance for campaign success could have serious consequences. From decreased marketing budgets to misinformed optimization strategies, it is imperative that you mine the right data to set your teams up for success. With disparate industry “averages” and thin industry benchmarks, developing and committing to your own performance results and success metrics is the most efficient way to show value within your organization. Daniel Lavelle Administrator, Marketing, Lehigh Valley Health Network

Multi-Channel Marketing

Laying the Groundwork to Build a Successful Digital Strategy It's no secret that healthcare organizations historically lag other industries in digital marketing innovation. With many stakeholders involved, teams struggle with setting and prioritizing goals that will make an impact. In this session, learn how Houston Methodist set cross-channel goals to gain insight into campaign performance to create a seamless and measurable experience for customers online and offline. Anaye Milligan Director of Digital Marketing, Houston Methodist Chris Kimbrell Vice President, Account Management, Rise Interactive

Christopher Girardi Vice President, Campaign Center, Evariant

CRM & Analytics Consumer Engagement

Competing for the Digital Healthcare Consumer High-deductible plans and growing transparency about the patient experience on the social web are pushing consumers to evaluate their options online. Eight of 10 potential patients start at a search engine when looking for a healthcare facility or physician and the first thing they see are star ratings and reviews. Any healthcare organization that hopes to thrive in a consumer-driven market must compete on the web to drive visits and admissions. In this session, learn how online reputation management is critical to boosting brand visibility, increasing patient satisfaction and driving growth. Ed Rafalski Chief Strategy and Marketing Officer, BayCare Health System Shrey Bhatia Chief Executive Officer, Reputation.com

Playing the Match Game: How to Successfully Select a CRM/PRM Vendor Partner The selection of a CRM/PRM partner is a decision that affects an organization on many levels and for many years. It impacts staffing, budget, workload and ultimately success. Picking the right vendor creates a partnership that results in a CRM/PRM system that plays well with legacy systems (operational and marketing) and generates documented value to the organization. Picking the wrong vendor, however, can make your life miserable and jeopardize results. But objectively determining the difference between a good and bad match can be confusing, difficult, time-consuming and often complicated. Hear how Memorial Healthcare used a requirements-based RFP process paired with a disciplined demonstration process to find its best-fit CRM/PRM vendor partner. Selima Khan Vice President, Marketing Communications, Memorial Healthcare System Carla Bryant Executive Vice President, Corrigan Consulting

Technology & Tools

Finding Your Way to Satisfaction: Mobile Wayfinding Hospitals are typically a maze of hallways and out-of-date signage leaving patients and visitors frustrated. Learn how delivering good wayfinding via text or app using Bluetooth beacons can potentially increase patient satisfaction. Although indoor positioning systems have existed for many years, they have been expensive, accuracy was low and they weren't mobile friendly. Bluetooth Low-Energy (BTLE) beacons have emerged for providing low-cost indoor positioning. Hear about the challenges and opportunities of using beacons for indoor positioning and experiences from implementing and operating a BTLE network at-scale. Dave Andrews Director of Guest Services and Jules White Assistant Professor of Computer Science Vanderbilt University Medical Center

Mike Schneider Executive Vice President, Greystone.Net

Design & Usability

Boost Your Bottom Line with an Accessible Website One in five people is affected by a disability that impacts the way they use the internet. Perhaps more than others, they need easy access to hospital and healthcare information. Without an accessible website, organizations could be excluding up to 20% of the population, which could equate to a lot of lost business. Hear how Main Line Health created an accessible website that boosts SEO and provides a better user experience for every visitor, not just those with disabilities. Andy Gradel System Director of Digital Marketing, Main Line Health Keith Bundy Digital Accessibility Consultant and Trainer, Siteimprove

Digital Marketing & Advertising

Our Strategic Journey to a Leading Healthcare Website St. Louis Children’s Hospital’s new website is the result of an comprehensive research and strategy effort that shifts the website’s focus from a provider-driven experience to a consumer-driven experience. Hear firsthand how Children’s shifted their content strategy to centralize around “content hubs” and leveraged content from their own doctors as well as third-party sources. The new website is built on a rich, open-source content management system designed for content flexibility and integration scalability. John Odom Webmaster, St. Louis Children's Hospital Glen Doss Vice President, Strategy and Business Development, CentreTEK

On The Horizon: Digital 2020

Engaging Employees to Boost Operational Performance: The Nexus Between Patient and Employee Engagement Studies show that higher employee engagement leads to better overall operational performance. With over 61,000 employees and a reliance on traditional communication methods, Northwell Health was struggling to engage its employees and in turn, saw low patient satisfaction scores. Over the past 3+ years, Northwell nearly doubled their employee engagement percentile position in the healthcare industry and increased patient satisfaction scores. This session shares information about the inter-relationship between employee engagement, patient satisfaction and operational performance. Sandi Riffle Director of People Communications, Northwell Health Jeff Corbin Founder and CEO, APPrise Mobile

2:45 - 3:30pm Break in the Exhibit Hall sponsored by Reputation.com 14

Tuesday, October 24, 2017

3:30 - 4:30pm Digital Strategy & Planning

Open Your Digital Front Door Is your digital front door closed? Too often, hospital websites are confusing and frustrating to navigate, resulting in lost opportunities to acquire patients. From this presentation, learn how to turn a hospital website into an effective digital front door for discovering care by optimizing location data and content and building a useful find-a-doctor directory at the center of the experience.

Multi-Channel Marketing

How to Successfully Launch a Huge Digital Campaign in a Ridiculously Short Amount of Time

Moira Green Web Project Manager, Bellin Health

Creating a fully-integrated digital campaign in 12 weeks can be mind-boggling. In this session, Health Management Resources (HMR) shares lessons from a recent large-scale integrated consumer health campaign for HMR Weight Management. The program spanned 96+ executions across multiple social media channels, display ads and content placements, a lead nurture strategy and an analytics strategy. Category-specific hurdles and media partner scrutiny brought yet another level of intensity. See how a program of this complexity can be done successfully – and quickly.

Jon Schepke CEO, SIM Partners

John Lally SVP, Marketing and Customer Experience, Health Management Resources

Consumer Engagement

Rosie Walker EVP, Marketing Solutions, Primacy

Making Quality and Safety Data Meaningful to Healthcare Consumers Ochsner Health recognized that consumers don’t define quality the same way the healthcare industry does. To help consumers learn about quality data and how Ochsner performs compared to industry benchmarks, they developed a patient-centric, game mechanics-driven interactive experience that gives consumers the ability to personalize their care recommendations. Hear how Ochsner reimagined the health system's quality and safety data experience to drive patient engagement and CRM growth for content advertising initiatives. Vaughn Taylor Manager of Design & Web Development, Ochsner Health System Shawn Gross Chief Digital Strategist, Healthcare Practice Lead, White Rhino

CRM & Analytics

Using Time Series Modeling to Assess Media Performance Time series modeling can be a versatile, minimally-invasive way to estimate the cause-andeffect relationship between all kinds of media and an organization’s KPIs. This presentation discusses when it is most appropriate to use time series modeling, explains which tools can be used to execute them and offers some simple examples. Erin McGlynn Lead Digital Marketing Analyst, Search and Digital Media, Highmark Healthcare Eric Perz Director of Analytics, MARC USA | Results: Digital

Technology & Tools

Text Message from Dr. Brown: Stella, How Are You? What’s Your Blood Pressure Today? Chronic disease patient populations require a lot of attention and create many demands on the providers managing their care. What if health systems could utilize technology to push messages, check in with patients and manage their care between scheduled appointments? Learn how health systems are exploring these solutions and the benefits of such interactions to the patient and the provider.

Design & Usability

How to Have a Unique Design and Usability Too How did PinnacleHealth create a website that has an outstanding (and unique) design, while still optimizing usability and improving search results? This presentation covers the steps (and missteps) of the process from initial priorities and goals through the redesign and launch processes. Hear about PinnacleHealth’s user testing and improved usability, see before and after snapshots of the site and learn about the redesign results.

Aimee Quirk CEO, InnovationOchsner

Shelley Marshall Digital Marketing Manager, PinnacleHealth

Phil Marshall, MD Conversa

Michelle Abt Owner/Founder, Content Creator and Strategist, Pulse Content

Brian Whitman President, Corrigan Consulting

Evan Keller Partner, AndCulture

Digital Marketing & Advertising

Tenet, Eruptr and Google: Strategy and Delivery of Patient Acquisition PPC Campaigns This session will take a deep dive into elements and drivers for successful Pay Per Click (PPC) campaigns. Learn about Tenet’s strategic approach to identify key service lines and patient growth, KPIs and campaign goals. Discover tactical best practices and case studies for implementation of keywords, ads/groups, population density/geo-targeting and many other essential factors that are crucial to delivering real patient acquisition and ROI to marketing dollars spent. Marian Dezelan Chief Marketing Executive, Tenet Healthcare

On The Horizon: Digital 2020

Increasing Customer Lifetime Value with Digital Patient Feedback Do you know the lifetime value of your patients? Learn Signature Medical Group’s strategies for implementing a program that increased customer lifetime value. This session examines their methodology for calculating the value and using digital surveys to identify areas that provide greater value to the patient experience – and help raise retention. Explore the tools leveraged to transparently market, tell patient stories and cost effectively gain new patients through online reputation management. Melissa Gall Online Marketing Manager, Signature Medical Group

Sheldon Bernstein Head of Americas Partner Enablement, Google J.K. Lloyd President & Co-Founder, Eruptr, LLC

4:30 - 5:30pm Jennifer Golbeck, Ph.D. General Session sponsored by Greystone.Net 5:30 - 7:00pm Reception in the Exhibit Hall

See page 3 for details

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Wednesday, October 25, 2017 7:15 - 7:45am Continental Breakfast sponsored by Bluespire Marketing 7:30 - 8:10am 2017 eHealthcare Leadership Awards Program

See page 25 for details

8:15 - 9:30am Brian Cusack General Session sponsored by Healthgrades

See page 4 for details

9:30 - 10:15am Final Break in the Exhibit Hall sponsored by Reputation.com

10:15 - 11:15am Digital Strategy & Planning

Multi-Channel Marketing

Creating a Crisis-Ready Digital Game Plan

A Spoonful of Innovation Makes the Medicine Go Down

Is your website ready for a crisis? Are you ready to deal with a crisis using social media? Sentara Healthcare upped its crisis preparedness game in 2016 by developing two dark sites to launch in the event of a crisis. Learn how the Sentara digital team works with Marketing/PR team members to prepare digitally for a myriad of scenarios from a website and social media perspective to manage the excitement and uneasiness of a crisis.

Population health initiatives can struggle to attract busy consumers. Learn how Renown Health used a creative digital approach to attract 10,000 participants in 48 hours for one of the most innovative health studies ever launched. Hear about lessons learned to attract participation, the marketing campaign that was scrapped and a vision to reach 100,000 Nevadans.

Jessica Swink Digital Media Advisor, Sentara Healthcare

Stacy Kendall Director of Communications and New Media, Renown Health

Consumer Engagement

Conversational Content: Creating and Testing Health Literate Content That Serves Your Brand and Patients We all know low health literacy hurts patients and health outcomes … right? Then why is patient-friendly content so hard to find? Despite best intentions, most content creators hit roadblocks working with subject matter experts. In this session, hear about testing data and case studies that show how health-literate content increases both patient comprehension and trust in your brand. And then see a framework for the hard part: how to work with subject matter experts to create and test it. Alana Schroeder Web Content Specialist and Scot Singpiel Manager, The Scope Radio, University of Utah Health

Michael Thomas Chief Marketing Officer/Partner, Noble Studios

CRM & Analytics

Multi-Channel Attribution: A Case Study on Combining Marketing Analytics and CRM to Drive Higher ROI In 2017, it’s critical for healthcare marketers to deliver measurable ROI, which is made even more difficult by the mix of multiple channels, campaigns and touchpoints. Attribution is challenging, but how can marketers understand the impact of a large, multi-channel marketing strategy? Children’s National Health System shares how they built a multi-source, marketing attribution model for their charitable foundation that helped shrink the cost per dollar raised from 82 cents to 7 cents in a single fiscal year. Learn how this new model uses data from their CRM to measure true ROI from marketing activities and how this same process can work for hospital marketers. Jon Thompson Director, Philanthropic Marketing & Communications, Children’s National Health System

Technology & Tools

Bridging the Gap from Diagnosis to Discharge to Control Cost and Outcomes A disconnect exists in healthcare from the point of diagnosis through inpatient stay to discharge. And since hospitals are charged with controlling costs and outcomes throughout the care episode, it’s critical that health systems initiate digital connections to educate patients and extend those connections farther along the care episode. In this session, HealthEast shares how it created a process and technology to extend its care reach – and realize positive outcomes for its hospitals, staff and patients. Todd Smith, MD Chief Medical Information Officer, HealthEast Betsy Weaver, Ed.D. CEO, UbiCare

Digital Marketing & Advertising

Take Your Brand National Using Targeted Digital Marketing: A Stepby-Step Guide to Building a Content-Driven Campaign In this session, learn how to combine the traditional marketing tools of research, brand positioning and targeting with newer content platforms, personalization and digital media to develop a sophisticated yet cost effective national campaign. Brigham and Women’s Hospital set out to move a desirable cohort of self-directed consumers from unknown to known to connected and engaged. Case examples include developing a content strategy, detailed personas, digital engagement through personalization technologies and a completely digital media plan. Vicki Amalfitano Vice President, Marketing and Planning, Brigham and Women’s Hospital Scott Rabschnuk Executive Vice President, Managing Director, Healthcare Practice, Hill Holliday

Christopher Riegger Chief Operating Officer, Modea

Design & Usability

Life After Relaunch: Renewing Your Strategy for Digital Customer Engagement Launching a new health system website is a team accomplishment. But it’s no more a finish line than launching a rocket is for the work of mission control. Northwestern Memorial HealthCare shares lessons from relaunching the system’s website and the challenge of prioritizing next steps on their new platform for engaging customers. Learn how the experiences of the Northwestern Memorial HealthCare team illustrate important digital changes happening industry-wide. Stephen Strong Director of Digital Marketing, Communications and Media Relations, Northwestern Memorial HealthCare Dave Wieneke Healthcare Practice Director, Connective DX

On The Horizon: Digital 2020

CRM 2020: What You Need to Know and Do Now to Be Ready for the Next Decade What will the future bring to the world of Customer Relationship Management (CRM), and how will it change the way health systems approach marketing, customer engagement, business development, population health and clinical operations? This session will engage experts from the nation’s leading healthcare CRM providers to explore the trends, new technologies and emerging applications that healthcare marketers should be thinking about now. Join the discussion and learn to take your CRM strategy forward into the next generation. Christopher Catallo Executive Vice President and General Manager, Health System Solutions, Healthgrades Laura Lee Jones CEO, LionShare, Inc.

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Two Hour Session

Brian O’Connor Vice President, Enterprise Technology, Evariant

Michael Sengbusch Senior Vice President and General Manager, Influence Health Jody Spusta Vice President, Tea Leaves Health Moderated by Karen Corrigan, CEO, Corrigan Consulting

Wednesday, October 25, 2017 11:15 - 11:30am Break sponsored by Doximity

11:30am - 12:30pm Digital Strategy & Planning

MarTech 101: Evolving Digital Beyond a Bolt-On Strategy For years, we’ve been saying that healthcare needs to evolve digital beyond a bolt-on strategy, but how? By realigning marketing technology – a.k.a. MarTech – the discipline of aligning the stack of technologies that connects every aspect of marketing and patient data. Learn how Phoenix Children’s Hospital is becoming an early adopter of a MarTechfirst philosophy on a lean budget and discover how to mirror the approach to evolve your patient engagement capabilities. Shawn McGowan Creative Services Manager, Phoenix Children’s Hospital

Consumer Engagement

How to Raise Digital Dollars: Scripps Health and the Future of Hospital Foundation Fundraising Consumers, patients and donors use online platforms to learn, communicate and transact. Non-profit hospital foundations must respond and adapt accordingly to grow. This detailed case study – with interactive examples and tangible results – will demonstrate how Scripps Health developed and implemented a holistic digital fundraising strategy to attract, engage and cultivate patients and donors, resulting in the doubling of their digital revenue and pipeline of new donors. Don Stanziano Corporate Vice President, Marketing Communications, Scripps Health John Simpson President, Digital Health Strategies

Technology Tec Technology chnoologgy &&Too Tools Tools ols

The Real Value of Adding Physician Practices: Get It Right the First Time Is your healthcare organization adding physician practices at a rapid pace? Make sure the short-term integration of physician practices isn’t just a quick fix, but is a systematic approach to meet your organization’s long-term goals and strategic objectives. Through this session, understand how to give patients a clear path to access care and increase engagement. Leave with a systematic approach to physician practice integration that builds a strong brand and improves patient experiences. Keyonda Noel Web Manager, Gwinnett Medical Center Keir Bradshaw Vice President, Technology, AVID Design, Inc.

Multi-Channel Marketing

Using Social Command Centers and Digital Newsrooms to Drive Content Strategy In this session, learn how Sharp HealthCare uses its innovative Customer and Media Engagement Center and digital newsroom to complement each other in efforts to manage its reputation, minimize risk of negative reviews, drive brand awareness and increase brand preference. Jennifer Balanky Manager of Digital Content and Pam Hardy Managing Editor, Sharp Health News Sharp HealthCare

CRM & Analytics

Right Patients, Right Place, Right Time: Leveraging CRM Across the Continuum of Care A data-driven strategic marketing plan driven by CRM is powerful, especially if it's leveraged across a system's continuum of care. Learn how to use CRM insights to identify the right patients for primary care, use predictive modeling to drive volumes in specialty clinics and find the data that will help you build meaningful campaigns that deliver results. Kasey Duffy Regional Marketing Director and Blake Long Marketing Manager UnityPoint Health

Design & Usability

Go Ahead, Light the Fuse and Step Back. Building a New PersonCentered Web Experience from the Ground Up Ever fantasized about scrapping your lifeless, dated web content in favor of a new approach? Have you toyed with deleting every single page of your site? SCL Health had – and did! Through this session, hear about the misconceptions, crazy experiences and lessons learned along their 15-month journey to web nirvana. Marnie Gloor Manager, Digital Services and Julie Lindsay Director, Digital Services SCL Health

Digital Marketing & Advertising

Paid Search Horror Stories: Learning from True Tales of Revolting Results Beneath the seemingly innocent surface of paid search, monstrous errors could be lurking. If your paid search efforts aren’t performing the way they could or should, this session offers true stories of horrible mismanagement from our own archives. You’ll learn three of the worst mistakes you can make in paid search, and what you can do to conquer those monsters and banish them from your account. Donna Lagow Senior Account Manager, 360Partners

On The Horizon: Digital 2020

Two Hour Session

Con't: CRM 2020: What You Need to Know and Do Now to Be Ready for the Next Decade What will the future bring to the world of Customer Relationship Management (CRM), and how will it change the way health systems approach marketing, customer engagement, business development, population health and clinical operations? This session will engage experts from the nation’s leading healthcare CRM providers to explore the trends, new technologies and emerging applications that healthcare marketers should be thinking about now. Join the discussion and learn to take your CRM strategy forward into the next generation. Christopher Catallo Executive Vice President and General Manager, Health System Solutions, Healthgrades Laura Lee Jones CEO, LionShare, Inc. Brian O’Connor Vice President, Enterprise Technology, Evariant

Michael Sengbusch Senior Vice President and General Manager, influence Health Jody Spusta Vice President, Tea Leaves Health Moderated by Karen Corrigan, CEO, Corrigan Consulting

12:30 - 1:45pm Luncheon

12:30 - 1:45pm Larry Bailin General Session sponsored by Greystone.Net 1:45pm Conference Adjourns

See page 4 for details

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Enjoy Your Time at HCIC The Live Music Capital of the World

Wonderful Sights

Spa by JW Great Food and Drink!

New This Year! Tuesday, October 24th • 12:30pm - 1:45pm

Roundtable Discussions and Luncheon Speakers and healthcare leaders will be available to discuss relevant top of mind topics such as:

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Bridging the gap with millennials Customer lifetime value strategies The role of mobile apps for the modern consumer Building and driving ROI through robust digital funnel Defining CX/PX strategies Research strategies for persona/journey maps Emerging Social Media Building a Mobile Strategy

• • • • • • • •

Mapping the Patient Journey Levering CRM Analytics Marketing Automation Multi-channel Marketing Website Redesign Search Engine Marketing Strategies And many more!

Stay Connected after HCIC Participate in Backstage Pass: Webinar Series 2017 marks the fifth year of Greystone’s series of webinars for the digital healthcare marketing industry, called Backstage Pass. Don’t miss the opportunity to participate as an attendee or speaker. Backstage Pass is an annual series of webinars dedicated to satisfying your appetite for digitally-related education running up to the annual Healthcare Internet Conference. Presenters, often drawn from past or future HCIC faculty, speak on the latest trending topics in the industry. And, since the presentations are via webinars, you don’t even have to pack a bag or book a flight! This webinar series was created to provide an environment where healthcare marketers, web leaders, IT professionals and business strategists could learn from one another and have interactive dialogues throughout the presentations.

Interactive Event Map Conferences can be a great way to connect with peers and learn about the latest trends and technologies, but it is also very challenging to take advantage of all the conference experience has to offer. If you couldn’t visit all of the exhibitors you wanted to or if you met with great exhibitors but want to experience all the offerings at your own pace, no worries, you have the ability to access the vendors as many times as you would like. This virtual experience provides 360 degree photography and the ability to connect with exhibitors’ product information, demos and brochures that were highlighted at the Healthcare Internet Conference. Visit us virtually in December after the conference is over when you are ready to pinpoint the best technologies and solutions to digitally transform your organization.

Peer-to-Peer Discussions with SocialMedia.org Health: Metrics and ROI Monday, October 23rd • 9:00am - Noon Wednesday, October 25th • 2:00pm - 5:00pm Social media leaders at major hospitals are invited to join SocialMedia.org Health for private, expertly facilitated discussions. We’ll start with a large-group conversation on reputation management. We’ll talk about how we’re managing and monitoring ratings and reviews for our hospitals, service lines, and physicians. We’ll talk candidly about our experiences with reviews on various platforms, patient privacy, removing reviews, and how they influence our social strategies. Then we’ll break into an unconference for fast-paced, peer-to-peer discussions where you suggest discussion topics, vote for your favorites, and join the conversations that interest you most. This meeting is private, off-the-record, and exclusively for social media leaders at major hospitals. All registrations are reviewed, and everyone will have signed a confidentiality agreement. Learn more and sign up: http://health.socialmedia. org/hcic

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HCIC Sponsors Greystone.Net gratefully acknowledges the following sponsors for their support of the 21st Annual Healthcare Internet Conference.

Platinum Sponsors

www.healthgrades.com/hospitals Healthgrades 8310 Excelsior Drive Madison, WI 53717 Phone: 855-665-9276

Healthgrades delivers real-time insights that transform the way consumers and providers make decisions. Our robust consumer data and digital solutions drive more meaningful healthcare connections, enabling effective acquisition, engagement and retention of patients. Healthgrades’ Platform offers data centralization, audience planning, population analysis, cross device campaigns, and advanced analytics, along with point-andclick access to campaign strategies. Healthgrades works with leading health systems across the country to help them influence healthcare decisions at the moment of choice.

Healthgrades is sponsoring the Wednesday morning general session featuring Brian Cusack from Google, Inc.

www.influencehealth.com Influence Health 3000 Riverchase Galleria; Suite 1500 Birmingham, AL 35244 Phone: 205-982-0800

Influence Health provides the healthcare industry’s most comprehensive suite of healthcare consumer experience solutions. The Influence Health platform enables provider organizations to positively influence consumer decision making and health behaviors well beyond the physical care setting through personalized and interactive multichannel engagement. Since 1996, the Birmingham, AL-based company has helped more than 1,100 provider organizations positively influence consumer relationships in a way that is transformative to financial and quality outcomes. For more information visit www.InfluenceHealth.com.

Influence Health is sponsoring the Monday afternoon general session featuring Paul Matsen and Brian Gresh from the Cleveland Clinic

Tea Leaves Health is focused on delivering business intelligence solutions for the healthcare industry. With enterprise software empowered by data, and decades of experience in healthcare business development and marketing, our team has unrivaled expertise in helping health systems prioritize efforts to maximize profits and experience service-line and strategic growth. www.tealeaveshealth.com Tea Leaves Health 1327 Northmeadow Pkwy Roswell, GA 30076 Phone: 404-526-8307 Tea Leaves is sponsoring the Tuesday morning general session featuring Jay Baer from Convince & Convert

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HCIC Sponsors Gold Sponsors

The story of Coffey Communications is really the story of our clients and their healthcare marketing success. We collaborate with clients to create responsive websites, digital content, e-newsletters, SEO strategies, publications and more. Over the past 30-plus years, our healthcare-specific products and services have evolved with the marketplace and technology. One thing has not changed: Every day, we’re dedicated to providing our clients with outstanding quality, expertise and service. www.coffeycomm.com Coffey Communications is sponsoring the Design & Usability track

MedTouch is proud to be the online strategy and technology partner for the best brands in healthcare. Clients select us because our depth of experience brings clear vision to complex projects. With a dedicated healthcare team and a strong understanding of digital strategy and technical requirements, we have demonstrated expertise developing digital experiences and accelerating service line growth. MedTouch approaches each of our engagements with a unique understanding of our clients’ needs, market position, and business goals to help you discover potential and deliver results. www.medtouch.com

Yext for Healthcare is purpose-built to solve the unique needs healthcare providers face. The Healthcare Knowledge Engine includes enhancements to Yext’s award-winning platform that will help health systems of all sizes solve their office, facility, and physician digital knowledge challenges, and ultimately attract new patients in the moments that matter most. www.yext.com Yext is sponsoring sponsoring the WiFi

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HCIC Sponsors Silver Sponsors

Connective DX is a digital experience agency focused on helping organizations embrace the power of digital, align around the customer, and take control of their future. The agency serves clients globally with services that span digital experience strategy, experience design, technology and digital enablement. Founded in 1997, Connective DX has offices in Portland, Ore., and Boston, Mass. Clients include Columbia Sportswear, Esri, Kindercare, OHSU, BMC Software and Banner Bank.

The team at Corrigan Consulting works with healthcare leaders to develop strategic, evidence-based marketing, business development and consumer engagement strategies to drive growth, strengthen competitive performance and improve business outcomes. Our expert consultants work closely with healthcare leaders to discover market opportunities, develop actionable growth strategies, create competitive brands, acquire and retain high value customers, improve marketing capabilities.

www.connectivedx.com

www.corriganconsulting.com

Connective DX is sponsoring the On the Horizon: Digital 2020 track

Corrigan Consulting is sponsoring the CRM and Analytics track

Evariant provides the leading healthcare CRM solution suite designed to help health systems transform the healthcare experience. Built in partnership with Salesforce®, our solutions foster richer consumer/ patient engagement and tighter physician alignment. Powered by industry-leading data and analytics, Evariant enables health systems to effectively communicate care options that increase revenue and market share, while optimizing network utilization.

StayWell is a health solutions company that uses the science of behavior change to help people live happier, healthier lives. StayWell brings decades of experience working across the health care industry to design solutions for improving individual and organizational health outcomes, managing the health of targeted populations, and creating brand engagement for employers and health care organizations. StayWell is majority-owned by Healthcare Services & Solutions, LLC, a subsidiary of Merck.

www.evariant.com Evariant is sponsoring the water bottles

www.staywell.com StayWell is sponsoring the badge lanyards

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HCIC Sponsors Bronze Sponsors

Bluespire partners with healthcare organizations to provide patient engagement solutions by integrating strategy, technology and content. Relying on 30+ years of experience, we help create digital-first experiences, improve value of care and build awareness, while accelerating speed to market. We’re patient journey architects and are a Silver Salesforce Consulting Partner. www.bluespiremarketing.com Bluespire is sponsoring the Breakfast on Wednesday morning

Reputation.com delivers the category-leading Online Reputation Management (ORM) platform for large enterprises with thousands of locations. With our platform, Fortune 500 companies can monitor and manage their online ratings and reviews, and respond to customer feedback in real time.Businesses can also gain valuable insights at the local level that will give them the information they need to make operational changes that will ultimately maximize customer retention and revenue. www.reputation.com Reputation.com is sponsoring the Coffee Breaks in the Exhibit Hall

Hospitals who are competing for consumers on the web gain increased local market share, service line revenue growth and expanded physician referrals when they work with Scorpion Healthcare. We deliver award-winning, patient focused websites and couple them with effective digital marketing strategies to attract the right patients. We support our hospital clients’ growth by equipping them with the latest healthcare web capabilities, in service of patients, the health system and physicians.

Valassis is a leader in intelligent media delivery, helping healthcare organizations connect with their patients and consumers shopping for health services. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients' most valued consumers, offering custom marketing solutions. www.valassis.com Valassis is sponsoring the HCIC Mobile App

www.scorpionhealthcare.com Scorpion is sponsoring the Breakfast on Tuesday morning

We are a fully-integrated digital agency based right outside of Boston, MA. With a team of over 130 professionals, we are best-known for our digital work for some of the world’s largest and most influential non-profit organizations, membership associations, and Fortune 500 enterprises. We have partnered with brands including Bayer, Main Line Health, Spectrum Health, Fallon, the Robert Wood Johnson Foundation, AARP, Yale, and Informa. www.velir.com Velir is sponsoring the Digital Marketing & Advertising track

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HCIC Sponsors Patron Sponsors

www.doximty.com www.centretek.com

www.marketware.com

www.lvmsystems.com

Doximity is sponsoring the coffee breaks in the foyers

www.morevisibility.com

www.lionsharemarketing.com LionShare is sponsoring the Relaxation Stations

www.medicomhealth.com

www.teamsi.com Team SI is sponsoring the Mulit-Channel Marketing track

www.verndale.com

HCIC Sponsors

Thanks to all our 2017 sponsors!

Network during HCIC Don’t miss any of the 21st Annual HCIC’s networking opportunities and general sessions:

Monday: 3:30pm 3:45pm 4:00pm

5:15pm

Welcome to HCIC 2017 Presentation of the 2017 recipient of the John A. Eudes Award for Vision and Excellence Opening General Session featuring Paul Matsen, Chief Marketing and Communications Officer and Brian Gresh, Executive Director, Digital & Content Marketing from The Cleveland Clinic (sponsored by Influence Health) Opening Reception in the Exhibit Hall

Tuesday: 7:30am

9:15am

Induction of the 2017 Class of the Healthcare Internet Hall of Fame General Session featuring Jay Baer, President, Convince & Convert and Author of the New York Times Bestselling Book, Youtility (sponsored by TeaLeaves Health) Break in Exhibit Hall (sponsored by Reputation.com)

12:30pm

Roundtable Networking Luncheon

2:45pm

Break in the Exhibit Hall (sponsored by Reputation.com)

4:30pm

General Session featuring Jennifer Golbeck, Ph.D., Director of the Human-Computer Interaction Lab, University of Maryland

8:00am

(sponsored by Greystone.Net)

5:30pm

Reception in the Exhibit Hall

Wednesday: 7:30am

2017 eHealthcare Leadership Awards Program

8:15am

General Session featuring Brian Cusack, Industry Director, Health Systems, Google, Inc. (sponsored by Healthgrades)

9:30am

Final break in the Exhibit Hall (sponsored by Reputation.com)

12:30pm

Luncheon and General Session featuring Larry Bailin CEO, Single Throw (sponsored by Greystone.Net)

Download the HCIC Mobile App: The HCIC app is the perfect companion to the 2017 HCIC experience. Download it before the conference and use it to view the schedule and speakers, connect with other attendees, connect with our sponsors and more. Get it for iOS or Android via these buttons. The HCIC app is sponsored by Valassis

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Awards & Recognition The John A. Eudes Vision & Excellence Award Monday, October 23, 2017 • 3:45pm In 2012, Greystone.Net established the John A. Eudes Vision & Excellence Award, in memory of one of the Greystone founders, John Eudes. John started the Healthcare Internet Conference in 1996 and made a lasting and significant contribution to the healthcare Internet field. The award honors individuals who embody John’s ideals for excellence.

The 2017 Healthcare Internet Hall of Fame Inductions Tuesday, October 24, 2017 • 7:30am The Healthcare Internet Hall of Fame was established in 2011 to honor individuals and organizations that have made outstanding, long-lasting contributions to the healthcare Internet industry. While honoring innovation, the Hall was also established to ensure that the history of the industry is preserved for future generations. Each year, new members of the Healthcare Internet Hall of Fame are inducted at the industry-wide Healthcare Internet Conference. Learn more at www.hihof.com.

2017 eHealthcare Leadership Awards Presentation Wednesday, October 25, 2017 • 7:30am Now in their 18th year, the eHealthcare Leadership Awards recognize the best websites and digital communications of healthcare organizations, including hospitals, health systems, physician groups, health plans, online health companies, pharmaceutical/medical equipment firms, agencies/ suppliers and business improvement applications. The awards presentation honors the award winners in 15 categories, while sharing overarching themes from roughly 1,000 entries—and the industry leading practices that set winners apart. Learn how award winners are using enhanced website designs, video and other rich media, social networking, cutting-edge business process applications, integration of online and offline marketing and e-business features to increase revenues and reduce costs in a highly competitive environment.

Jane Weber Brubaker Award Chair, eHealthcare Leadership Awards Contributing Editor eHealthcare Strategy & Trends

Mark Gothberg Chairman Emeritus eHealthcare Leadership Awards

Mike Nolte Chief Executive Officer Influence Health

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We Provide Web and Internet Solutions for Healthcare Organizations www.greystone.net 28

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22nd Annual Greystone.Net

Healthcare Internet Conference November 5-7, 2018 Scottsdale, AZ The Westin Kierland Resort & Spa

Save the Date for Next Year!

The AAA Four Diamond Resort features accommodations that both soothe and stimulate from a full-service spa and championship golf to award-winning dining and upscale shopping. Intuitively designed to celebrate Arizona’s rich history and diverse culture, The Westin Kierland offers a blissful sanctuary of opportunity and ambience. Relax in simple pleasures of The Westin Kierland and enjoy Heavenly® accommodations during your stay. From the moment you arrive, the staff will make you feel like a VIP. The hotel is part of the 730-acre master-planned Kierland community, which includes the Kierland Commons, an upscale open-air shopping complex. The hotel also offers a full-service spa, championship golf, tennis courts, pools and award winning dining, all within walking distance. In keeping with the Resort’s “Essence of Arizona” theme, the Scottish traditions at The Westin Kierland Resort & Spa serve to pay homage to the contributions made by Scottish immigrants to the development of Arizona’s railroads, mines and towns. The Resort pays tribute to the state’s Scottish immigrants each evening with its “Scottish Pipes at Sunset” series. Guests are encouraged to gather around the fire pit at the Resort’s Dreamweaver’s Canyon to enjoy the haunting sounds of the Scottish Bagpipes played by Master Bagpiper Michael McClanathan.

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For more information

Registration Form

Call 866-440-9080 ext. 23 or visit www.hcic.net

21st Annual Greystone.Net Healthcare Internet Conference October 23-25, 2017 JW Marriott • Austin, TX

Full Conference Registration

Registrant Information

Registration includes access to the general sessions, concurrent sessions, food functions, Exhibit Hall, and HCIC Rewind. Rewind provides you with the recorded session, synced with the slide deck, from most sessions at HCIC.

Full Name

You will also have access to online materials for all concurrent sessions. First name as you wish it to appear on badge

Twitter Handle

Registrant Fees Title

Early rates are available if the registration form with full payment is received by Friday, September 8, 2017. Discounts for group registrations (3 or more) are available. Please call 866-440-9080, ext. 23 to discuss discount options. All registrations for attendees from the same organization seeking discounts must be submitted together.

Organization

Address

City

Conference Rates State

Phone

Zip Code

Early (received by 9/8)

Regular (received after 9/8)

Healthcare Provider

____$1,125

____$1,225

Commercial (Consultant/Vendor)

____$1,225

____$1,380

Fax

Pre-Conference Event Rates (please select one)

Early (received by 9/8)

Regular (received after 9/8)

E-mail

Which Category Best Describes Your Organization? Integrated Delivery System Hospital Urban/Suburban Rural Academic Medical Center

Health Plan Insurer Medical Group Practice Consultancy Vendor

Migration Woes? Using Content Auditing and CMS Planning to Create Consistent, Coherent Content

____$95

____$125

What’s in an App? The DIY Project Roadmap from Idea to Successful Launch

____$95

____$125

Eight Things I Wish I Knew Before Redesigning My Website

____$95

____$125

Taking Social to the Next Level

____$95

____$125

Hotel Info To make reservations, please call (844) 473-3959 and reference “Healthcare Internet Conference”in order to receive the discounted rate of $254 per night (plus tax) for the nights of October 20-28, 2017. The room rate includes in-room Internet access. Be sure to make your hotel reservation by Friday, September 29, 2017 to receive the discounted group rate. After the cutoff date, or once the room block is soldout, any remaining rooms will be reserved at the prevailing rate.

Are you a provider? (There is no fee to attend) If so, plan to attend the “Let’s Talk: Conversions” event on Sunday, October 22, 2017 starting at 4:00pm. (food and drinks will be provided) attending

not attending

Payment Information Your registration will be confirmed only after payment in full has been received.

Special Needs

A check is enclosed, payable to Greystone.Net I authorize you to charge: VISA MasterCard

Discover

AMEX

If you need assistance with special arrangements, such as dietary restrictions or accessibility, call toll-free (866) 440-9080, ext. 23. Print Name as it appears on Card Expiration

Excellence Guarantee The conference sponsors are committed to excellence in educational programming. If you are not satisfied with the conference, you may return your conference materials while on-site and we will refund your registration minus a $150 administrative fee.

Cancellation Policy The conference sponsors guarantee a refund, less a $150 administrative fee, if written notification is received on or before September 8, 2017. Verbal cancellations are not accepted. Cancellations received after September 8, 2017, are not eligible for a refund. You may always send a substitute.

Confirmation of Registration All registrations will be confirmed within ten business days of receipt of the registration form and payment. If you do not receive a confirmation, please call 866-440-9080, ext. 23. Please do not mail or fax forms without payment.

Card Number Zip Code Billing Street Address

Signature

Get This Form To Us... BY MAIL: Mail registration form(s) with payment to: Forum for Healthcare Strategists 980 North Michigan Avenue Suite 1260 Chicago, IL 60611 Make checks payable to: Greystone.Net BY FAX: Fax registration form(s) with credit card information to: 312-440-9089 ONLINE: Register online at: www.hcic.net

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Greystone.Net 2951 Flowers Road South Suite 230 Atlanta, GA 30341 www.greystone.net www.hcic.net 770 407 7670

Don’t Miss Out on Healthcare’s Most Forward-Thinking Educational Conference on Digital Marketing, the Internet and Technology

October 23-25, 2017 Austin, TX JW Marriott Austin

This is the year you’ll want to be sure to attend HCIC! Not only do we have an outstanding lineup of keynote speakers, but we also have a very exciting agenda of concurrent sessions. This is our 21st year and you don’t want to miss out on this year’s conference!

www.HCIC.net Organized by:

www.greystone.net

Featuring Case Studies From: Ann & Robert H. Lurie Children’s Hospital of Chicago Baptist Health Bellin Health Barnes-Jewish Hospital BayCare Health System Brigham and Women’s Hospital Carolinas HealthCare System Centura/Penrose St. Francis Health Services CHI Franciscan Health Children’s Hospital of Wisconsin Children’s National Health System Duke Health Cleveland Clinic Geisinger Health System Gwinnett Medical Center HCA Health Management Resources HealthEast Henry Ford Health System Highmark Healthcare Houston Methodist Inova Johns Hopkins Medicine Lehigh Valley Health Network Main Line Health MedStar Washington Hospital Center Memorial Healthcare System Moffitt Cancer Center Nicklaus Children’s Hospital, Miami Children’s Health System Northern Westchester Hospital Northwell Health Norton Healthcare

Ochsner Health System OhioHealth Oregon Health & Science University OSF Healthcare Penn State Health Phoenix Children’s Hospital Piedmont Healthcare PinnacleHealth Platte Valley Medical Center Providence St. Joseph Health Renown Health SCL Health Scripps Health Sentara Healthcare Sharp HealthCare Signature Medical Group Siteman Cancer Center St. Elizabeth Healthcare St. Louis Children’s Specialty Care Center St. Louis Children’s Hospital Stanford Children’s Hospital Tenet Healthcare Texas Health Resources The MetroHealth System UMass Memorial Health Care UnityPoint Health University of New Mexico Health Sciences Center University of Pittsburgh Medical Center University of Utah Health UTMB Health Vanderbilt University Medical Center