Every year the AHA’s Society for Healthcare Strategy & Market Development (SHSMD) gathers together professionals in healthcare marketing, public relations and communications, and strategic planning to share expertise on the rapidly evolving future of healthcare. I’m very much looking forward to attending the conference and selected a few must-see sessions to highlight.
New Member/First-Time Attendee Reception
Sunday, September 24, 3:00–4:00 pm
Events like this are designed to educate, but networking is also a large part of the experience. As one of the “new member” reception team participants, alongside SHSMD Board of Director representatives and other committee members, I invite all new members and first-time attendees to take part. It’s a perfect opportunity to network, establish new connections, and discover how to take full advantage of your SHSMD membership. Hope to see you there!
Physician Relations Inside And Out: Launching And Fueling Your Program For The Long Haul
Monday, September 25, 9:15–10:15 AM
Carol Koenecke-Grant, Vice President of Strategic Services, Valley Health System
Sherry Borchelt, AVP of Strategic Planning, Private Health News
Physician relations is an integral part of marketing strategy. The evolution of digital technology has allowed for more channels of communication, but the key is making the best use of those channels in order to foster an ongoing relationship with physicians. Carol Koenecke-Grant, Vice President of Strategic Services at Valley Health System, shares how Valley Health has taken its physician liaison program to the next level, including efforts in medical education, physician intel, and creating messages that really speak to the needs of physicians and other healthcare staff. Carol is also joined by Sherry Borchelt, AVP of Strategic Planning at Private Health News, to explain the strategy behind this physician relations re-launch.
MarCom To MarTech:
What CMOs Must Do To Succeed In 2017 And Beyond
Tuesday, September 26, 8:30–9:30 AM
Kathy Divis, President, Greystone.Net
Karen Corrigan, CEO, Corrigan Consulting
DMD knows very well the massive shift in marketing technology; it’s the area where we excel. But, we also know the very core of “marketing” is reaching and engaging your audience. How can you balance the communication with the technology? Kathy Divis, President at Greystone.net and Karen Corrigan, CEO of Corrigan Consulting will speak about the influence behind digital transformation, strategy, and marketing and how understanding the nuances of this transition provides a framework for improving patient experience, optimizing brand management, and ultimately growing revenue.
Come Together Right Now:
Two Approaches To Building Identity, Alignment, Engagement, And Integration
Tuesday, September 26, 2:00–3:00 PM
Daniel Miers, Chief Strategy Officer, SPM Marketing & Communications
Theresa Alberghini DiPalma, Network Sr. Vice President of Marketing and External Relations, The University of Vermont Medical Center
Gayle Sweitzer, Vice President, The University of Kansas Health System
Three powerhouses in the healthcare sphere – Daniel Miers, Theresa Alberghini DiPalma, and Gayle Sweitzer -- come together to share insights on just that: a “Come Together” journey. Merging the diverse personalities and priorities of health systems in the atmosphere of economic reform and regulatory concerns presents unfamiliar hurdles. The trio will be discussing two academic-community systems and how each met unique challenges using new approaches to brand and identity strategies.