20th ANNUAL HEALTHCARE MARKETING AND PHYSICIAN STRATEGIES SUMMIT Schedule of Events - Monday, April 13

7:00-8:00a YOGA! Sponsored by SmartBase Solutions Beginner Yoga – Brera 1 Intermediate Yoga – Brera 4

8:00a-5:00p Registration Gracia Registration Desk

Pre-Summit Strategy Sessions 9:00a-12:00p Strategy Session I Radical Marketing Makeover: Embracing the New Science of Marketing Brera 5

David Feinberg, NewYork-Presbyterian Hospital John Marzano, Orlando Health Susan Whitten, The Wilson Ellis Company Karen Corrigan, Corrigan Partners

9:00a-12:00p Strategy Session II Communications: The New “Black” Redux Brera 6

Terri Goren, Goren and Associates Holli Salls, SallsGroup, LLC 9:00a-12:00p Strategy Session III Brand Journalism: Engaging Consumers with Content Brera 3

Brian Gresh, University of Utah Health Care Dennis Jolley, Gillette Children’s Specialty Healthcare Barbara L’Amoreaux, Simon Public Relations Cynthia Floyd Manley, Vanderbilt University Medical Center Stephen Moegling (Facilitator), Franklin Street 9:00a-12:00p Strategy Session IV Physician Liaison Teams: Prepare for the Future Brera 2

Brian Borchardt, Baylor Scott & White Health Joanne Detch, Advocate Health Care Lori McLelland, Emory Healthcare Kriss Barlow, RN, Barlow/McCarthy Midwest 1:00p Summit Commences

THIS AGENDA REFLECTS CHANGES MADE TO THE PROGRAM SINCE THE PRINTING OF THE BROCHURE. 20th ANNUAL HEALTHCARE MARKETING AND PHYSICIAN STRATEGIES SUMMIT Schedule of Events – Monday, April 13

Room Brera 5 Brera 6 Brera 3 Mont Royal 1 Brera 2 Strategic Marketing Customer Communication Interactive Marketing & Physician Relations & Sales Focus On YOU! (Sponsored by BroadcastMed, Inc.) & Engagement Digital Strategies (Sponsored by IMS Health) (Sponsored by Swanson Russell) (Sponsored by (Sponsored by Corrigan Partners) Truven Health Analytics) 1:00-2:15p Healthcare Pricing: Implications for Creating a Stellar Internal Going Mobile: Meeting Audiences Mastering Physician Video to Meditation and Mindfulness Marketers Communications Program Where They Are Drive Referrals Join us for this experiential Today, consumers want to know just Healthcare marketing and Hear how two organizations are View examples and learn how video- afternoon of learning to quiet your how much a procedure or service will communications leaders have improving reach and engagement with centric physician education channels mind, and take home time-tested cost them and are willing to compare identified internal communications as fully responsive websites, mobile apps provide value to referring physicians techniques for maintaining the prices and shop around. Hear the role of one of their top strategic priorities. designed to enhance the patient while differentiating the organization practice of meditation in your daily price in marketing strategy and how Learn how to create a structure for experience, Smartphones as part of in the marketplace. life. price can impact your brand. consistent, sustainable, strategic crisis communications, and other Anissa Blanshan Sarah McLean employee communications that inform mobile solutions. David Marlowe Mayo Clinic McLean Meditation Institute and engage. Strategic Marketing Concepts Edward Bennett (Rochester, MN) (Sedona, AZ) Dennis Pullin University of Maryland Medical Center Carol Marshall MedStar Harbor Hospital (Baltimore, MD) The University of Chicago Medicine (Baltimore, MD) Neal Linkon (Chicago, IL) Kim Fox Children’s Hospital of Wisconsin Ross Joel (Facilitator) Jarrard Phillips Cate & Hancock, Inc. (Milwaukee, WI) BroadcastMed, Inc.

2:15-2:30p Coffee Break in the Foyer 2:30-3:45p Taking the Lead on Health and A Peek Behind the Curtain: Agency The Digital Transformation: Onboarding: The Physician Meditation for Stress Reduction Wellness: A Call to Action Views on Healthcare Positioning Reshaping the Online Experience Signed – Now What? Taking a break from the fast pace Hear how Cleveland Clinic is taking the Agency experts share insights on Changing the digital face of a large Examine a program that is filling of life can improve physical and lead on defining health and wellness grounding advertising in brand health system requires a fundamental practices and delivering ROI by mental health, relationships, and within its organization. Examine the strategy, what works and what change in how the organization views attending to key issues, including the ability to make better choices. opportunities for marketers to step up doesn’t, the pros and cons of the web. Hear about a website that is credentialing, marketing, Meditation offers a perfect way to and take a significant role in those techniques such as cause marketing not only a marketing tool but a critical understanding financials, EHR take that break. Experience the efforts. and celebrity endorsements, and piece of the care delivery process. implementation, and integrating benefits of meditation in this determining costs and affordability. workshop. Learn how to unplug, Paul Matsen Chris Boyer physicians into the organization’s culture. unwind, and regain balance in your Cleveland Clinic David Beals and life. (Cleveland, OH) JLB + Partners Sean Duffy Emily Kagan-Trenchard Geisinger Health System Sarah McLean Roger Camp North Shore-LIJ Health System (Danville, PA) McLean Meditation Institute Camp+King (Great Neck, NY) (Sedona, AZ) Ken Runkel Vivaldi Partners Group Marilyn Wilker (Facilitator) MintChip Communications 3:45-4:00p Coffee Break in the Foyer

4:00-5:15p General Session To Celebrate our 20th Anniversary…A Bit of Magic! Castellana Ballroom Mat Franco, Magician, America’s Got Talent 2014 Winner 5:15-6:45p Opening Reception in the Exhibit Hall Sponsored by LionShare and Vitals Gracia Ballroom 20th ANNUAL HEALTHCARE MARKETING AND PHYSICIAN STRATEGIES SUMMIT Schedule of Events – Tuesday, April 14

6:15-7:15a YOGA! Sponsored by SmartBase Solutions Beginner Yoga – Brera 1 Intermediate Yoga – Brera 4

6:30a-5:00p Registration Lobby Level Meeting Space Foyer

7:55:00p5:00p30-8:00a Continental Breakfast Castellana Ballroom Foyer

8:00-9:15a General Session Moneyball: Lessons for Life & Business from ’s Best General Manager Castellana Ballroom Sponsored by Evariant Billy Beane, Oakland A’s General Manager and Subject of Moneyball

9:15-10:00a Coffee Break in Exhibit Hall Gracia Ballroom

Room Brera 5 Brera 6 Brera 2 Brera 3 Mont Royal 1 Mont Royal 2 Strategic Marketing Communication & Analytics, Data & Interactive Marketing & Physician Physician Strategies (BroadcastMed, Inc.) Engagement Measurement Digital Strategies Relations/Sales (Connect Healthcare) (Truven Health Analytics) (Evariant) (Corrigan Partners) (IMS Health) 10:00-11:00a ACOs, Exchanges, and What Really Drives Harnessing the Power of Stop Outmigration to Bigger Physician-Focused Primary Care Narrow Networks: Risks Consumer Brand Preference Healthcare Transparency Online Markets Responsiveness Strategy. Development and Rewards Learn how to move from Learn how to understand and Hear how Cape Cod Healthcare Hear how Advocate developed Examine Hallmark Health’s Examine trends in ACO and obvious and predictable brand report relevant data to build used the web to help tell the a “hub and spoke” model to strategy for primary care public and private exchange strategies to those that give market position, expand covered story of its four-year strategically incorporate key development, including new growth. Hear implications. your brand a unique essence. populations, and manage the transformation from a quaint physician services into a practice development, - succession planning, and Paul Szablowski transparency message. community hospital to a major “convenient mart” for the Ann Mond Johnson medical staff. recruitment of already in- Texas Health Resources Laura Hennum player. ConnectedHealth market physicians. (Arlington, TX) Dignity Health-St. Rose Patrick Kane Jim Munz Brian Silverstein, MD Rob Rosenberg Dominican Cape Cod Healthcare Advocate Christ, South John O’Hara HC Wisdom Springboard Brand & Creative (Henderson, NV) (Hyannis, MA) Suburban and Trinity Hospitals Hallmark Health (Hazel Crest, IL) (Woburn, MA) Strategy Darin Libby Ben Dillon ECG Management Consultants Geonetric 11:00-11:15a Coffee Break in the Foyer 11:15a- Maximizing Employer One System’s Shift to the Customer Contact Center Planning Your Digital Retooling Your Liaison Owning Your Own 12:15p Relationships New Marketing Paradigm Examine the array of capabilities Strategy: An Integrated, Program for ROI Demand Learn how to develop and Learn how to reshape a contact center offers for Multichannel Approach Learn how to use resources, Examine successful tactics, leverage relationships that strategies, processes, staff, and improving patient and physician Learn how to develop a cohesive organize processes, assign including assigning doctor financially benefit your partners to facilitate a interactions, engaging patients, multichannel marketing plan that measurement, and track and of the day phone coverage, organization while assuring transformation from digital to and creating system-wide includes SEM/SEO, email, report ROI for a physician establishing follow-up employers’ ability to content marketing. efficiencies. website, and social. relations program. expectations after a difficult diagnosis or procedure, and manage health costs. Suzanne Sawyer Stephanie Boreale Chris Ernst Stephanie Cannon coordinating interactions University of The University of Arizona Jeff Carr El Camino Hospital Nationwide Children’s Hospital with community physicians. Inova (Mountain View, CA) Health System / Penn Medicine (Columbus, OH) Health Network (, PA) (Tucson, AZ) Marlana Beck (Falls Church, VA) Chris Bevolo ReviveHealth Chris Aulbach Laurie Slater, MBA and Evariant Corporate Health Group Lori Rice Mayo Clinic (Jacksonville, FL) 12:15- 1:00p Networking Luncheon - Sponsored by Coffey Communications Castellana Ballroom

1:00-1:45p Dessert in the Exhibit Hall Gracia Ballroom 20th ANNUAL HEALTHCARE MARKETING AND PHYSICIAN STRATEGIES SUMMIT Schedule of Events – Tuesday, April 14 cont’d. Room Brera 5 Brera 6 Brera 2 Brera 3 Mont Royal 1 Mont Royal 2 Strategic Marketing Communication & Analytics, Data & Interactive Marketing Physician Physician Strategies (BroadcastMed, Inc.) Engagement Measurement & Digital Strategies Relations/Sales (Connect Healthcare) (Truven Health Analytics) (Evariant) (Corrigan Partners) (IMS Health)

1:45-3:00p Retail Healthcare: What Career Advancement: Lessons Using Measurement to Drive Five Digital Trends That Physician Relationship The Digital Future of Physician Providers Can Learn for Your Journey Success in Access Marketers Can No Longer Management: Data-Driven Marketing: Part 2! Learn how retail approaches to What does it take to move from Marketing, operations, and Ignore Approaches Examine new skills, capabilities, service delivery can break down a staff position to the C-suite? physicians at Hartford Examine five digital trends that Learn how to use data to and roles required to evolve barriers and create connections for Hear how one executive went HealthCare partnered to improve healthcare marketers simply identify physicians key to physician relations for a digital true integration. Hear how from data analyst to chief patient access through online can’t ignore any longer, growth, strengthen referral future. Be the first to hear the Walgreens is leveraging locations strategy officer at one of the appointment scheduling, a including: micro-targeting, relationships, improve results from MD Anderson’s and partnering with traditional largest health systems in the centralized call center, and an paid placement, mobile alignment, and grow revenue in recent pilot study. healthcare providers. country. Learn the importance of integrated marketing campaign domination, marketing priority service lines. Lyle Green having goals, and how to touting appointments in “24 & automation, and the need for Patrick Carroll, MD David Ping MD Anderson Cancer Center navigate through the centers of quality content. More.” Hear how. Health Quest (Houston, TX) and power and influence. James Blazar Kelly Faley (LaGrangeville, NY) Katie Lestan Dan Dunlop J. Heidi Aylsworth Hartford HealthCare Sharp HealthCare Karen Corrigan Walgreens Co. Jennings Health Swedish Health Services (Hartford, CT) (San Diego, CA) Corrigan Partners Mark Coughlin (, WA) Kathy Divis Capital Healthcare Planning Eveline Schaffer Shekhman Richard Keck Jr. Hartford HealthCare Medical Greystone.Net The Third Way Group (Hartford, CT) 3:00-3:45p Coffee Break in Exhibit Hall - Gracia Ballroom

3:45-5:00p Marketers from Other Crisis Communications: Are Developing and Implementing Facebook for Accountable Fighting for Physicians and Marketing the Employed Industries: Lessons Learned You Prepared? a Data-driven Referral Care Marketing Referrals in Rural Markets Physician Practice from the Transition Learn tactics and techniques to Development Strategy Examine strategies and case Referral development and Examine new approaches for As healthcare marketers grapple manage a crisis and protect your Learn how to use multi-source studies that leverage the latest sustainable recruitment in rural marketing employed physicians – with complex change, what can be reputation through a very data to understand current Facebook marketing markets require a different set approaches that capitalize on the learned from other industries? challenging time. Hear from referral sources and their degree techniques to not only drive of strategies, whether it’s growth of consumerism, Hear lessons from executives who organizations that have “been of loyalty, identify opportunities business objectives but help preventing outmigration or generational differences, and the have come to healthcare from there.” to redirect referrals from manage population health. securing the specialist services ever-evolving digital age. competitors, and then measure your community needs. “outside.” Michael Slusarz Matt Gove Arlinda Warren the return on engagement. Examine unique strategies to Paul Matsen Barnabas Health Piedmont Healthcare Washington University School of identify growth opportunities Cleveland Clinic (New York, NY) Carol Marshall (Atlanta, GA) Medicine and attract needed specialists. (Cleveland, OH) Kathy Dean The University of Chicago Joel Cohen (St. Louis, MO) Chantal Stephens PeaceHealth Medicine Facebook Mitzi Kent, RN, BSN Susan Milford Orlando Health (Vancouver, WA) (Chicago, IL) Michael Sengbusch LifePoint Hospitals OSF HealthCare System (Brentwood, TN) (Orlando, FL) Donna Teach Susan Whitten BrightWhistle, an Influence (Peoria, IL) Stewart Schaffer Nationwide Children’s Hospital The Wilson Ellis Company Health Company Schaffer1 (Columbus, OH) Daniel Fell (Facilitator) Susan Alcorn Neathawk Dubuque & Packett Rochester Regional Health System (Rochester, NY) 5:00-6:15p Reception in the Exhibit Hall - Gracia Ballroom 20th ANNUAL HEALTHCARE MARKETING AND PHYSICIAN STRATEGIES SUMMIT Schedule of Events – Wednesday, April 15 6:15-7:15a YOGA! Sponsored by SmartBase Solutions Beginner Yoga – Brera 1 Intermediate Yoga – Brera 4

7:30a- Registration Gracia Registration Desk 2:30p

7:30- Continental Breakfast Castellana Ballroom Foyer 8:00a

8:00- General Session Attracting, Engaging, and Retaining Customers with Content Castellana Ballroom 9:15a Sponsored by Healthgrades Ann Handley, Best-selling Author, Digital Marketing Pioneer & the World’s First Chief Content Officer

9:15- Coffee Break in Foyer 9:30a

Room Brera 5 Brera 6 Brera 2 Brera 3 Mont Royal 1 Mont Royal 2 Strategic Marketing Communication & Analytics, Data & Interactive Marketing Physician Relations/Sales Physician Strategies (BroadcastMed, Inc.) Engagement Measurement & Digital Strategies (IMS Health) (Connect Healthcare) (Truven Health Analytics) (Evariant) (Corrigan Partners) 9:30- Strategy and Alignment for Dealing with Accolade Addiction Next Generation CRM Paid Search: The Missing Managing Physicians’ Online Can a Focused Leakage 10:45a New Affiliations With the proliferation of healthcare Hear ideas for incorporating Piece of Business Strategy Reputations Strategy Work for You? Mergers and other strategic grades, rankings, and ratings at CRM into organizational It’s time to embrace the Learn how to help your Learn how to identify leakage, partnerships create unique both national and local levels, what strategy at each phase of the power of paid search to physicians manage their online as well as new and different challenges related to branding, role should accolades play in your journey from volume to value, support all business reputations. Hear effective strategies to reduce it, uniting cultures, and aligning marketing plan? Learn what works including digital campaigns, strategies. Learn how paid approaches for monitoring review including: how to look at and physicians and employees and what doesn’t, including which data warehousing, PRM, and search can achieve a sites and responding appropriately use data differently; track, around the brand promise. Hear accolades matter most to reporting; integrated multitude of business goals to customer comments. trend, analyze, and report; and strategies for uniting newly consumers and how to manage communications; and and yield ROI for service prepare for the future of Dalal Haldeman, PhD, MBA affiliated stakeholders and internal expectations. alignment with clinical care lines. Hear how to make it an network referral management. and engaging key constituents. Rebecca Climer management. integral part of every Alex Ellsworth communication effort. Aaron Watkins James Blazar Saint Thomas Health Suzanne Sawyer UHS of Delaware, Inc. Johns Hopkins Medicine Hartford HealthCare (Nashville, TN) University of Pennsylvania Chris Boyer (Allentown, PA) (Baltimore, MD) (Hartford, CT) Matt Gove Health System / Penn Medicine North Shore-LIJ Health Jeremy Tarr Piedmont Healthcare (Philadelphia, PA) System Andrew Ibbotson Megan Frankel and (Atlanta, GA) Thomas Heatherington (Great Neck, NY) Market Insights by National Cleveland Clinic Angela Wayne Accenture Research Corporation (Cleveland, OH) Don Stanziano J. K. Lloyd Beth Israel Deaconess Scripps Health Eruptr Ty Kennon HealthCare, Affiliated (San Diego, CA) MedStar Health Physicians Group (Columbia, MD) Kerry Graham (Facilitator) (Needham, MA) BOHAN Jean Hitchcock (Facilitator) Susan Boydell (Facilitator) Hitchcock Marketing & Barlow/McCarthy Consulting ½ DAY 10:45a-11a Coffee Break in Foyer 20th ANNUAL HEALTHCARE MARKETING AND PHYSICIAN STRATEGIES SUMMIT Schedule of Events – Wednesday, April 15 cont’d. Room Brera 5 Brera 6 Brera 2 Brera 3 Mont Royal 1 Mont Royal 2 Strategic Marketing Communication & Analytics, Data & Interactive Physician Relations/Sales Physician Strategies (BroadcastMed, Inc.) Engagement Measurement Marketing & Digital (IMS Health) (Connect Healthcare) (Truven Health Analytics) (Evariant) Strategies (Corrigan Partners) 11:00a- Being the Population Health Choosing Wisely Three Ways Empowered Winning the Content Race Enhancing Referrals to Loyal Can a Focused Leakage 12:15p Super Hero Anne Arundel Medical Center is Consumers Inform Healthcare Hear unique ideas for multi- Specialists and Outpatient Strategy Work for You? Examine two different and spreading awareness and Marketing purposing content across Programs very effective population facilitating healthy discussion Learn how feedback from a platforms to engage internal Interviews with primary care health strategies: a business-to- about the necessity of certain tests patient insight community and external audiences. physicians and their office teams 1/2 day continued from business, incentive-based and procedures through Choosing combined with data from a Learn how to use traditional, are critical to understanding previous page ® approach and a direct-to- Wisely . Examine the consumer intelligence platform digital, and rich media to referral patterns and issues. Learn consumer wellness strategy. communication plan and strategy. are evolving digital strategy, create and implement how to use what you learn to Kirat Kharode Hear lessons learned. determining service line targeted communications. grow referrals; manage leakage; marketing, and influencing and improve physician Barnabas Health System, Chad Dillard Donna Hill Jersey City Medical Center product development. satisfaction, experience, and and and (Jersey City, NJ) Anne Martino loyalty. Kelly Swan Keith Whitworth Becky Swanson and Dean Kaster Anne Arundel Medical Center University of Arkansas for Hospital Sisters Health System and (Annapolis, MD) Cindy Moon-Mogush Medical Sciences (Eau Claire, WI) Aurora Health Care (Little Rock, AR) Leslie Sauter Mike Seyfer (Milwaukee, WI) University of Maryland Upper HTK Marketing Chesapeake Health Communications (Bel Air, MD)

Special Workshop Sessions

Room Brera 2 Brera 5 Brera 6

12:30-2:30p Using Dreamscaping Storybooks to Engage Staff CRM Strategy in a Digital World: Maximizing Strategic Measuring Physician Relations ROI: Techniques and Tools Working Your staff has the biggest effect on perceptions of service. To Value AND Business Intelligence In today’s era of accountability, physician relations executives are Lunch maximize the impact, organizations must devise and Examine digital approaches to CRM-supported SEM. Learn charged with measuring and reporting return on investment for communicate a clearly defined brand experience that is how to use Web Integrations to capture and personalize digital relationship sales efforts. Learn how three organizations demonstrate consistently delivered. Learn how to craft a dreamscaping book user paths. Hear the value of marketing automation and how it results through regular tracking and reporting of measures that align that conveys the story of the designed interactions, processes, changes CRM strategy. with organizational goals. Examine their ROI models. Hear how to get and spaces that support your unique brand-driven experience internal buy-in. Terri McNorton and inspires staff in making that vision a reality. Ochsner Health System Suzanne Hendery Christine Holt (New Orleans, LA) Baystate Health Holy Redeemer Health System Nate Rogers (Springfield, MA) (Meadowbrook, PA) OhioHealth Mitzi Kent, RN, BSN Ed Goodman (Columbus, OH) LifePoint Hospitals Spiral Experiences Elizabeth Schnell (Brentwood, TN) F. Brian Whitman Henry Ford Health System Summer Lesic Corrigan Partners (Detroit, MI) St. Anthony Hospital Christopher Catallo (Lakewood, CO) Healthgrades