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Reputation + Location Data Management = A Healthy Holistic Marketing Approach
Presentation Resource
This session will include a discussion on physician and hospital ratings, transparency, managing location data, and capitalizing on "near me"moments to better engage patients.
Right on Target: Looking at the People Behind the Numbers
Presentation Resource
This session will present a case study for using data to identify and better understand the people you want to reach, from establishing objectives, through the process of designing and implementing a full-scale research study, to how to effectively use the research results.
Closing the Gap Between Your Brand Promise and the Reality of the Patient Experience
Presentation Resource
In this session you will hear how Holy Redeemer Hospital and other healthcare organizations have implemented the principles of "experience design"to enhance patient care and deliver on their brand promise.
Python What? The Strategist as Data Geek
Presentation Resource
This session will discuss the role of strategists to understand what data are needed, how insights can be produced, and how to use the data to help make better decisions.
Role of the Communicator in Crises: Dissecting Tactics, Strategies, and Actions in Managing a Crisis
Presentation Resource
This session will feature case studies and best practices to illustrate what it takes to manage and control a crisis. Also, participants will learn the "seven golden rules"of managing crisis communication and effective crisis media relations tactics.
Understanding with Your Heart: Connecting First-Hand Testimony with Data to Improve the Patient Experience
Presentation Resource
Using an interactive approach, participants in this session will view first-hand patient experiences with information about setting up the interviews, questions to be asked, and approaches to foster rich dialogue.
Woman Up: Marketing Campaign with Population Health Benefits (Advanced)
Presentation Resource
Woman Up began as a marketing campaign designed to increase screening mammograms in northeast Ohio and to strengthen the perceptions of UH Seidman Cancer Center. Secondary data was used to develop the campaign theme and tactical elements. An extensive multi-channel campaign was launched in September 2014.
Improving the Digital Brand Dialogue
Presentation Resource
In this session, you will learn how one healthcare system used an online brand experience survey to guide its website improvement efforts.
How to Wow the C-Suite with Effective Media Strategies That Boost ROI (Advanced)
Presentation Resource
Strategic media planning and measurement enable you to optimize your value to your organization, boost ROI, and wow the C-suite Not all stories are created equal. It is important to align your media initiatives with organizational priorities, and then monitor, analyze, and measure the results.
The Marketing Laboratory: Achieving Marketing Success Through Experimentation, Iteration, and Insight
Presentation Resource
This session will provide an inside view of the Penn Medicine marketing laboratory. We'll explore case studies and highlight key findings that demonstrate the benefit of taking a scientific approach to marketing.