1. To register, please visit: www.worldcongress.com/hospitalmarketing
C a l l : 8 0 0 - 7 6 7 - 9 4 9 9 • e m a i l : w c r e g @ w o r l d c o n g r e s s . c o m
Organized by:
For program updates
please visit
www.worldcongress.com/Hospitalmarketing
Co-Located With:
S e p t e m b e r 1 7 - 1 8 , 2 0 1 5 • H i l t o n B o s t o n L o g a n • B o s t o n , MA
Save up to $600 when you register by June 18, 2015
Enhance Traditional and
Digital Marketing Efforts
to Reach and Engage the
Evolving Consumer
Educational
Underwriters:
2nd Annual
William Van Slyke
Vice President,
Marketing and External Affairs
Columbia Memorial Health
Teresa Prego
Chief Marketing Executive,
Northeast Region
Tenet Healthcare
Michael Slusarz
Vice President,
Marketing and Public Relations
Barnabas Health
Barbra J. Bortner
Vice President,
Marketing and Public Relations
Mercy Health System
Featured Speakers
• Build a mobile marketing strategy that
addresses consumers’increased use of
mobile devices to access health information
• Create separate marketing for providers
and consumers while maintaining consistent
messages about the organization’s mission
• Explore the benefits of co-branding with
outside organizations to generate new
patient volume and promote the brand
• Examine the psychology behind marketing
to create a higher level of brand awareness
and brand loyalty
• Participate in interactive workshops around
crisis communication or physician marketing
• Meet and network with peers from the
co-located Patient Engagement and
Experience Summit
New for 2015
Marketing
Engagement ROIPatientVolume Population Health
BrandLoyaltyINTEGRATIONRevenue
WELLNESS Mobile Marketing
SEO
SocialMediaCOMMUNICATION
S e p t e m b e r 1 7 - 1 8 , 2 0 1 5 • H i l t o n B o s t o n L o g a n • B o s t o n , M A
Improve Patient Experience, Disease Management, and Adherence While Reducing Costs
The World Congress 2nd Annual
PatientEngagement and ExperienceSummitPatientEngagement and ExperienceSummit
Hospital Marketing
Innovation Summit
Outstanding Support
Provided by:
Follow us
on Twitter:
@WrldHealthCare
#HMIS15

2. Enhance Traditional
and Digital Marketing
Efforts to Reach and
Engage the
Evolving ConsumerSeptember 17-18, 2015 • Hilton Boston Logan • Boston, MA
Who should Attend:
From Hospitals, Health
Systems, Integrated Delivery
Systems, and Provider
Group Practices:
Chief Marketing Officers
Vice Presidents and
Directors of:
* Marketing Strategy
* Digital Marketing
* Service Line Marketing
* Communications
* Strategic Planning
* Public Relations
This Summit Also Benefits:
Marketing Solutions
Companies
Marketing Communications
Companies
Marketing Consultants
Advertising/PR Agencies
Consumer Engagement
Companies
Health Care Branding
Companies
Dear Esteemed Colleague,
The health care landscape is constantly changing, bringing about new
care options for consumers seeking health services. With growing
competition throughout the industry, hospital marketers must focus their
efforts on ways to engage consumers in order to acquire new and retain
existing patients. The 2nd Annual Hospital Marketing Innovation Summit
convenes hospital and health system marketers to explore strategies for
creating relevant, engaging messages and reaching consumers where
they are accessing health information.
Hear case studies, presentations, and participate in hands-on workshops that:
• Explore the marketer’s role in promoting health and wellness within
the community
• Create consistent messaging across digital and traditional
marketing platforms
• Utilize patient data to truly connect with and engage consumers
• Determine the balance between marketing service lines and primary care
Join us to gain strategies to advance your marketing efforts to keep up
with the ever-changing health care landscape and the evolving health care
consumer. Network with peers and thought leaders and bring back
success to your organization.
I look forward to meeting you in Boston!
Sincerely,
Ryan Younger
Director, Marketing
Meridian Health
To register, please visit www.worldcongress.com/HospitalMarketing • Phone: 800-767-9499 • Fax: 781-939-2543 • Email: wcreg@worldcongress.com
Co-Located with:
2nd Annual
P.S. — Don’t forget about
the team discount. Find out
more about special group
package discounts by calling
800-767-9499 or emailing
wcreg@worldcongress.com.
S e p t e m b e r 1 7 - 1 8 , 2 0 1 5 • H i l t o n B o s t o n L o g a n • B o s t o n , M A
Improve Patient Experience, Disease Management, and Adherence While Reducing Costs
The World Congress 2nd Annual
PatientEngagement and ExperienceSummitPatientEngagement and ExperienceSummit
“The Hospital Marketing Summit is a great opportunity to hear best practices from the hospital systems in the country
leading the transformation of hospital and health care marketing. The meeting is small enough to make meaningful
connections with colleagues, but large enough to draw some of the top thought leaders in the industry. Whether your
system is just getting started in its efforts or you’re looking to refine your strategy, the Summit has something for you.”
— Christopher Nelson, Assistant Vice President for Public Affairs, University of Utah Health Care
Hospital Marketing
Innovation Summit
Follow us on Twitter: @WrldHealthCare #HMIS15

3. DAY ONE – Thursday September 17, 2015
8:00 am –
8:30 am Workshop Registration and Morning Coffee
Pre-Summit workshops
8:30 am –
11:45 am WORKSHOP A: Tailor Marketing Messages to Reach Referring Physicians
While a large majority of marketing efforts look to reach and engage the health care consumer, some messages target providers to encourage referrals
to specific organizations and facilities. Marketing materials geared specifically to the audience tend to receive better response; therefore, messages to
physicians must vary from outreach to consumers.
• Understand best practices for reaching and engaging providers through marketing
• Determine how to create separate marketing for providers and consumers while maintaining consistent messages about the organization’s mission
and brand
• Examine the balance between marketing to consumers and physicians
Michael Slusarz
Vice President,
Marketing and Public Relations
Barnabas Health
Katharine Fitzgerald
Senior Director,
Marketing and Communications
Seattle Children’s
Anjie Britton, MBA
Executive Director,
Marketing Services
TriHealth
WORKSHOP B: Explore Effective Strategies for Crisis Communication
Marketers can spend months or years creating a brand for the hospital and maintaining a positive reputation within the community. Unfortunately,
when something goes wrong within a hospital, the opinion of the community can change for the worse at a much quicker rate. Join this hands-on
workshop to discover new strategies for crisis communication that incorporate the growing number of social media platforms and prepare the organization
for the unexpected.
• Examine strengths and weaknesses of existing crisis communication strategies
• Update crisis communication plans to incorporate the fastest growing social media platforms
• Improve existing plans to a ensure timely, thorough, and efficient response to unexpected circumstances
• Hear from an organization that has recently undergone a crisis and discover how it influenced changes to the crisis communication strategy
Caryn Klebba
Director, Corporate Public Relations
Novant Health
Lily Albin
Senior Social Media Specialist
Boston Children’s Hospital
11:45 am –
1:00 pm Lunch on Your Own/Main Summit Registration
main summit
1:00 pm –
1:15 pm Chairperson’s Welcome and Opening Remarks
Dalal Haldeman, PhD, MBA
Senior Vice President, Marketing and Communications
Johns Hopkins Medicine
Discuss the Changing Health Care Landscape and its Effect on Hospital Marketing
1:15 pm –
2:00 pm Utilize Marketing to Promote Population Health and Wellness
The recent shift within the health care industry to a focus on population health encourages more attention be paid to wellness programs and preventive
health care. Hospitals, which are traditionally viewed as an establishment frequented by the sick, are including community health and wellness messages as
part of marketing to support this trend.
• Understand the overlap between marketing and community health
• Discuss strategies for promoting a culture of health for the hospital
• Examine how promoting population health can impact consumer engagement and brand loyalty
Theresa Jacobellis
Assistant Vice President, Marketing
Catholic Health Services of
Long Island; Assistant Vice
President, Public Affairs and Marketing
Good Samaritan Hospital
Janine Logan, APR
Director, Communications,
Nassau-Suffolk Hospital Council
Northern Metropolitan
Hospital Association
Douglas C. Dyer
Vice President,
Marketing and Public Relations
PinnacleHealth System
To register, please visit www.worldcongress.com/HospitalMarketing • Phone: 800-767-9499 • Fax: 781-939-2543 • Email: wcreg@worldcongress.com
Thereisa15minutecoffeeandnetworkingbreakfrom
10:00am–10:15am
“The quality of speakers at the Hospital Marketing Innovation Summit was stunning!
The best of the best, 100% focused on using the latest in consumer marketing to reach
the new health care consumer!”
– Stephen Zubrod, Vice President of Marketing, Chief Marketing Officer, Methodist Health System

4. DAY ONE – Thursday September 17, 2015 (Continued)
2:00 pm –
2:45 pm Incorporate Quality into Marketing through Audio Branding
• Implement an audio brand in the marketplace
• Define distinct messaging and utilize this to create a unique sound
• Explore how a large Missouri hospital is capitalizing on its audio brand
• Discover opportunities to enhance patient experience through sound design
Colleen Fahey
U.S. Managing Director
Sixième Son
2:45 pm –
3:30 pm Create Brand Awareness and Brand Loyalty by Understanding Consumer Behavior
As the health care industry faces many changes and consumers have a growing number of health care options, hospitals and health systems look for more
ways to connect with consumers. Using applied psychology to truly understand the way consumers make decisions and respond to marketing messages
can influence consumer behavior and ultimately impact your bottom line.
• Discuss ways to understand the target audience and learn what influences behavior change
• Explore the psychology behind marketing to create a higher level of brand awareness and brand loyalty
Jake McKenzie
Chief Executive Officer
Intermark Group
3:30 pm –
4:00 pm Networking and Refreshment Break
Leverage Digital Marketing Strategies and
Ensure Integration with Traditional Marketing Methods
4:00 pm –
4:45 pm Employ Data Driven Design to Meet the Needs of Consumers
From the look of the website to the targeting of specific campaigns, data should play a central role in an organization’s marketing strategy. The challenge
with data driven design is how to get CRM information linked up with patient data and connect it back to market research. In this session, explore how
varying sources of information can work together to take marketing initiatives to the next level.
• Utilize patient data to create a tailored user experience and build engagement
• Determine ways to use data to increase transparency and partnerships with patients
Emily Kagan-Trenchard
Director, Web Technology and Design
North Shore-LIJ Health System
4:45 pm –
5:30 pm Create Innovative, Engaging, and Shareable Content for Hospital Marketing
While the popularity of social media continues to rise, hospitals are distributing newsletters, writing blog posts, and creating content for the growing number
of social media platforms in an effort to keep up with the trends and compete with other organizations’ online presence. However, a lot of the information
posted — employee awards or providers participating in a web chat — is geared more toward consumers who are already have a relationship with the
organization. In order to make brands more visible, hospitals need to create engaging, shareable content.
• Uncover content that engages consumers and inspires discussion
• Examine what information resonates with consumers with little or no relationship to the organization
• Gather examples of content marketing hospital and health systems use to increase visibility and interest
William Van Slyke
Vice President, Marketing and External Affairs
Columbia Memorial Health
David Vener
Marketing Director
Smith & Jones
Mark Shipley
Co-Founder, Strategy Director
Smith & Jones
5:30 pm –
6:30 pm Cocktail and Networking Reception
To register, please visit www.worldcongress.com/HospitalMarketing • Phone: 800-767-9499 • Fax: 781-939-2543 • Email: wcreg@worldcongress.com
For updates on our boston program please visit
www.worldcongress.com/Hospitalmarketing
To inquire about sponsorship and executive
networking opportunities, please contact:
Bernie Weiss,Vice President, Business Development,World Congress
Phone: (781) 939-2502 • Bernie.Weiss@worldcongress.com
Educational Underwriters:
Oustanding Support
Provided by

5. To register, please visit www.worldcongress.com/HospitalMarketing • Phone: 800-767-9499 • Fax: 781-939-2543 • Email: wcreg@worldcongress.com
DAY two – Friday September 18, 2015
8:00 am –
8:30 am Morning Coffee
8:30 am –
8:45 am Chairperson’s Welcome and Review of Day One
Dalal Haldeman, PhD, MBA
Senior Vice President, Marketing and Communications
Johns Hopkins Medicine
8:45 am –
9:30 am Enhance Search Engine Strategy and Address Increased Mobile Marketing to Improve Digital Traffic
Organic search is a vital part of any digital marketing strategy, and improving SEO and keyword initiatives can increase digital traffic. Understand the impact
content production and keyword use have on search results and — with more and more consumers accessing health information on mobile devices —
ensure marketing content is appropriate for viewing on small devices.
• Evaluate the changes Google and other search engines have made that reduce the importance of link building
• Discover strategies to utilize content and keyword placement to rank higher on search results
• Adapt strategy to capitalize on niche markets and refine strategic planning to capitalize on new changes in search
• Determine tools hospitals can use to ensure all aspects of the organization’s website are mobile-friendly
• Explore how to create messages that are informative but not overwhelming on a small screen
Tom Jensen
Director, Marketing, Public Relations, Online Media
Mercy Health System
Barbra J. Bortner
Vice President, Marketing and Public Relations
Mercy Health System
9:30 am –
10:15 am Link Investment to Revenue — Uncover the ROI of Digital Marketing Efforts
According to Forrester Research, the U.S. digital marketing spend will reach $76.6 billion by 2016. The health care industry is using digital marketing
techniques as a way to inform their communities and either interact directly with or provide a forum for interaction for their patients and prospects.
They are spending online marketing dollars in a variety of ways: search engine optimization to increase visibility; online support group creation through social
media channels as a value add for patients; YouTube channels featuring videos of procedures to inform current and future patients, potential donors, and
the community; social media channels as a way to provide wellness-related tips to the community; and comprehensive monitoring of social media channels
to observe negative feedback and respond to the patient directly, providing both a reputation management avenue and enhancing their customer service
standards. These efforts produce a variety of results within their communities, target markets, and prospective donor pools. However, directly linking digital
marketing investments to revenue continues to prove challenging.
• Explore options for tracking digital marketing efforts to determine ROI
• Learn how health care organizations can effectively engage on social media and link this engagement to bottom-line revenue
• Utilize website analytics to identify leads and improve patient acquisition and retention
Kaysha Kalkofen
Co-Founder
tSunela
JoAnna Dettmann
Co-Founder
tSunela
10:15 am –
10:45 am Networking and Refreshment Break
10:45 am –
11:30 am Utilize Consumer Feedback to Boost the Online Reputation of the Organization
Online reputation is making a huge impact on business as it is increasingly influencing the decisions of the health care consumer. With so many different
outlets for consumers to rate and review both health care organizations and practitioners, it is extremely difficult to monitor and address every channel unless
managed in real time, using technology to increase visibility in real time.
• Understand the trends in the market and where consumers are talking about health care facilities and practitioners
• Determine which channels to monitor, how to respond, and how you can leverage these channels to increase visibility
• Explore ways to enhance online reputation through consumer comments and reviews
• Bring your online reputation to par with your “true” reputation
Allen Davidov
Vice President, Marketing
Mount Sinai
Hospital Foundation
Joy Ghosh
Vice President, Enterprise Sales
Reputation.com
Ryan Squire
Senior Director, Social Media
Kindred Healthcare
Hospital Marketing Innovation Summit is Co-Located With:
S e p t e m b e r 1 7 - 1 8 , 2 0 1 5 • H i l t o n B o s t o n L o g a n • B o s t o n , M A
Improve Patient Experience, Disease Management, and Adherence While Reducing Costs
The World Congress 2nd Annual
PatientEngagement and ExperienceSummitPatientEngagement and ExperienceSummit

6. To register, please visit www.worldcongress.com/HospitalMarketing • Phone: 800-767-9499 • Fax: 781-939-2543 • Email: wcreg@worldcongress.com
DAY two – Friday September 18, 2015 (Continued)
Understand the Impact of Collaborating with Other Organizations and Causes
to Expand the Reach of Marketing
11:30 am –
12:15 pm Generate New Patient Volume through Health Plan Collaboration and Co-Branding
Hospitals and health systems that have their own health plan can clearly benefit from co-branded outreach, but even those with no relationship to a plan can
benefit from coordinated messages. Not only would these messages help to increase the number of insured community members, enrollment is a great time
for hospitals and providers to build relationships with consumers.
• Understand the benefits of creating marketing messages in collaboration with health plans
• Determine best practices for coordinating marketing outreach with health plans
• Hear various perspectives on this approach including hospitals with their own plan and those with no relationship to an insurer
Robert G. Pavlich
Chief Business Development Officer
Hahnemann University Hospital
Matt Henry
Vice President, Healthcare
Audience Partners
Aneesh Chopra
Former Chief Technology Officer
United States Government
12:15 pm –
1:30 pm Luncheon
1:30 pm –
2:15 pm CASE STUDY:
Partner with Charitable Organizations to Create Cause-Related Messaging and Health Content
Marketing Opportunities
Associating with a charity in marketing can not only help build a reputation for the hospital and promote a positive brand, but it can help raise public
awareness about health concerns.
• Examine ways to create messages with a charity that meet the needs of both parties
• Discover how this marketing approach benefits each organization
• Uncover opportunities to provide health content via community organizations
• Hear from an organization that has implemented this approach and uncover the results
Teresa Prego
Chief Marketing Executive, Northeast Region
Tenet Healthcare
Explore Strategies for Service Line and Primary Care Marketing
2:15 pm –
3:00 pm CASE STUDY:
Promote Service Lines and Build Brand Loyalty through Social Media and Blogging
Marketing messages that aim to promote the organization as a whole vary from messages intended to market specific service lines. Hear how one
organization creates engaging blogs and social media posts to promote specialty services, including a bariatrics program, colonoscopy services, and a
pain clinic.
• Understand the role providers play in creating marketing messages
• Discuss strategies for determining service lines that benefit most from this approach
• Examine the results of this approach in building social media presence as well as increasing patient engagement and appointments
Crista Latham
Executive Director, Marketing and Communications
Nebraska Medicine
3:00 pm –
3:45 pm Define the Balance Between Marketing for Primary Care and Service Lines
Consumers tend to make decisions about where they seek care based on a hospital’s reputation for either their primary care or specific service line care.
Since hospitals market these separately, it is essential to determine how much time, energy, and resources should be focused on each to make the biggest
impact on consumer choice.
• Discuss ways to ensure consistent messaging about the organization across marketing for multiple specialties
• Uncover how consumers make decisions about where to receive care inside and outside of the hospital’s walls
• Explore the balance between marketing for primary care versus marketing for specific service lines
• Address the paradigm shifts in measuring value and growth in marketing with health care reform
Ryan Younger
Director, Marketing
Meridian Health
3:45 pm Close of Summit

7. Registration Fee:
Venue:
Hilton Boston Logan
1 Hotel Drive
Boston, MA 02128
Tel: 617-568-6700
Room Rate $269
Cut off date 9/2/15
Please visit the conference website for
information to receive this special rate.
Fee for the conference includes welcome coffee, lunch, reception, refreshments,
and web-based conference documentation available pre and post event through a
password protected web-site. Please make checks (in U.S. funds drawn on a U.S.
bank) payable to WC Research, Inc. (No personal checks accepted) *Verification
may be required for rate approvals.
Please contact us should you have any special needs
Substitution & Cancellation:
Your registration may be transferred to a member of your organization up to 24 hours
in advance of the conference. Cancellations received in writing on or before 30 days
prior to the start of the event will be refunded, less a $395 administrative charge.
No refunds will be made after this date; however, the registration fee less the $395
administrative charge can be credited to another World Congress conference if you
register within 6 months from the date of this conference. In case of conference
cancellation, World Congress’ liability is limited to refund of the conference registration
fee only. World Congress reserves the right to alter this program without prior notice.
Satisfaction Guaranteed:
World Congress stands behind the quality of its conferences. If you are not satisfied
with the quality of the conference, a credit will be awarded towards a comparable
World Congress conference of your choice
Team Discount:
Your organization may send ONE executive FREE for every three
delegates registered. All registrations must be made at the same
time to qualify. To register your team, contact us at 800-767-9499.
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Value
By 06/18/2015 By 07/16/2015 By 09/17/2015
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Conference $1695.00 $1995.00 $2295.00
Conference Plus 1 Workshop $1895.00 $2195.00 $2495.00
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Save up to $600 when you register by June 18, 2015
Top Reasons to Atten d
• Expand social media
reach by creating
innovative, engaging,
and shareable content
• Promote population
health and wellness
to influence consumer
engagement and
brand loyalty
• Utilize patient data to
create a tailored user
experience and build
engagement
• Explore options
for tracking digital
marketing efforts to
determine ROI
• Uncover the
opportunity to use
quality and value in
marketing to generate
new patient volume
• Examine the use of
content and keyword
placement to rank
higher on search results
Enhance Traditional
and Digital Marketing
Efforts to Reach and
Engage the
Evolving ConsumerSeptember 17-18, 2015 • Hilton Boston Logan • Boston, MA
2nd Annual
Hospital Marketing
Innovation Summit
To register, please visit www.worldcongress.com/HospitalMarketing • Phone: 800-767-9499 • Fax: 781-939-2543 • Email: wcreg@worldcongress.com
Hear case studies and
presentations from:
• Barnabas Health
• Columbia Memorial Health
• Good Samaritan Hospital
• Mercy Health System
• Meridian Health
• Mount Sinai Hospital Foundation
• Nebraska Medicine
• North Shore-LIJ Health System
• Novant Health
• Seattle Children’s
• Tenet Healthcare
• TriHealth
WEBSITE
WorldCongress.com/
HospitalMarketing
Register Now!
E-MAIL
wcreg@
worldcongress.com
PHONE
800-767-9499
781-939-2400 outside the U.S.
Follow us on Twitter: @WrldHealthCare #HMIS15
FAX
781-939-2543
Organized by:
Educational Underwriters:
Oustanding Support
Provided by: