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  Home > Conferences
Conferences

I. CONFERENCES SPONSORED BY
HEALTH CARE COMMUNICATIONS

New Webinar
Thursday, July 17, 2014

Get the Greatest Return from Your Online Advertising
Keys to Success with Banner, Video, and PPC Ads

U.S. marketers spent an estimated 24 percent of their budgets on digital pursuits last year, with a double-digit spending increase projected in 2014. Most healthcare organizations, however, are devoting a small fraction of their budgets to highly targeted, cost-efficient digital marketing. Is a lack of understanding of the ins and outs of online advertising holding back healthcare?

In this new webinar, you will learn how to best approach the online advertising landscape to drive service-line success and support the organization’s brand. You’ll gain a full appreciation of how to use different digital tools – display banners, video, mobile, pay-per-click (PPC), social media ads, and others – to boost awareness and drive patient volume.

Hear from marketing professionals from cutting-edge healthcare organizations on how they have used online advertising to successfully promote their services. You will also benefit from their descriptions of best practices in digital campaigns and tracking of results.
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The program will cover:

* How to approach online advertising. * Lessons from extensive online advertising at a Northern California system. * How banner ads and search marketing lifted patient portal sign-ups and increased cancer center appointments in Cleveland. * PPC and display banner success achieved by a Michigan system.

This 90-minute program includes time for questions and answers.

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II. Order a Recording and Presentation Materials from a Previous Special Audio/Webinar Conference

1) Developing a Unified Brand for Today’s Health Care

The health care landscape is changing dramatically. No longer can health care providers succeed as a loose confederation of entities and relationships, or have a poorly defined, undifferentiated brand position and image. Today’s health care environment rewards integration, efficiency, a clear identity, and strong, meaningful core values that are understood and resonate with both internal and external audiences.

Health care marketers are becoming chief integration officers, orchestrating the many brand touchpoints to speak with a unified voice. They are going beyond names and logos to ensure the brand experience lives up to the brand promise and is aligned with the organization’s business strategy. This special webinar will provide you with a step-by-step process to assess your brand’s strengths, weaknesses, and validity for the future. You will learn how to understand key drivers of consumer preference, secure leadership support and buy-in for a branding evaluation, and execute the key components that go into building a great health care brand.

Is your organization considering re-branding because of an acquisition, joint venture, merger, or a new strategic direction? Or is there just the need to communicate a more coordinated and consistent message throughout the organization and with the public? Whatever the case, you will benefit from this webinar’s practical advice.
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The program will cover:

* The latest trends in health care branding and best practices for developing a re-branding program. * Yale New Haven Health’s journey to align its brand strategy with a new business vision. * How a large health system created a unified brand and its positive results.

Held April 24, 2014, this 90-minute program included time for questions and answers.

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2) How to Use Analytics to Drive Marketing Decisions and Service Line Success

Measuring the value of your marketing programs and fine-tuning executions to maximize effectiveness and minimize costs have never been more important.

This special webinar will provide you with a clear understanding of how to use marketing analytics. It will give you detailed guidance on how to use analytics to craft your marketing messages, employ the most appropriate marketing channels in both digital and traditional forms, and target audiences more precisely to optimize your results and ROI. Most important, it will take a topic that can be very complex and make it simple and understandable.

You will hear real-world examples on how to use analytics to boost marketing performance and enhance business intelligence. If you have just started to use Google Analytics, are ready to move to advanced analytics, or are already invested in sophisticated analytic tools, you will benefit from this webinar.

The program provides in-depth coverage of:

*The Ins and Outs of Google and Other Analytics. *Ten Advanced Google Analytics Tools Used by a National Healthcare Organization. *How an Ohio Health System Employed Analytics to Significantly Drive Growth of Its Orthopedics Services.

Held March 26, 2014, this 90-minute program included time for questions and answers.

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3) Marketers’ Important Role in Population Health Management

Everyone seems to be talking about population health management. But do you really know how population health fits into health reform? Do you understand what it means to be an accountable care organization or ACO? Is it right for your institution to take the lead – and
if so – how should you prepare? Do you know the ways in which health care organizations across the country are embracing wellness, while still growing their patient base to support the current reimbursement model?

If you answered “I don’t know” or “I’m not sure,” you will benefit from this special webinar squarely focused on these issues from a marketer’s perspective. You will get the lowdown on population health and accountable care organizations and how they will eventually change the way physicians and hospitals are reimbursed. You will learn about one organization’s journey to population health, how another organization has made community health its central brand position, and how organizations throughout the country are embracing the future of health care with wellness programs.

Whether you are just beginning to learn about population health or are fully versed about this important trend, this conference will provide you with insights and advice to guide you in this transition year. It will also help you to juggle two current realities … health promotion and patient acquisition.

In this program, you will:

* Understand population health management and how to bridge the gap with the current reimbursement system. * Learn about an Indiana health system’s journey to becoming an ACO. * Discover how an Ohio health system has made promoting lifelong health the focus of all brand and service line marketing.

Held February 26, 2014, this 90-minute program included time for questions and answers.

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4) How to Boost Service Line Growth and Profits Through Digital Marketing
Plus the Supporting Role of Traditional Media

Under ever-greater budget constraints, marketers are looking for smarter, more cost-effective ways to dial up the performance of their organization’s service lines. In this new webinar, you’ll learn how digital marketing efforts – paid search, banner ads, social media, email, website landing pages, and other tools and strategies – can boost your key service lines. You’ll also gain an appreciation for how traditional media used in concert with newer channels can further advance your initiatives.

You’ll hear from marketing professionals from organizations small to medium in size on how they have used various channels to successfully promote their services. You will also benefit from their exposure of best practices in digital campaigns plus key insights from a national survey.

The program provides in-depth coverage of:

* The results achieved by an Iowa critical access hospital in a campaign for a high-tech service. * The payoff from two very different campaigns initiated by a Florida system. * Why content made all the difference in a public hospital’s promotion of bariatrics. * The latest trends in digital marketing.

Held February 13, 2014, this 90-minute program included time for questions and answers.

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5) Establish Your Organization as a Wellness Champion
Marketing Strategies to Promote Wellness and Acquire Patients

With major changes in reimbursement in the making, health care organizations across the country are racing to stake their claim as wellness advocates. But how can you and your organization support the current payment model while laying the groundwork for a time when community health improvement truly fulfills the institution’s mission?

This webinar will present a new way of looking at wellness and provide participants with a practical model for integrating wellness with their marketing efforts to attract patients. The presenters – all seasoned marketing practitioners – will share their strategies for weaving together health promotion and patient acquisition along all points of a “wellness spectrum.” You will learn about integrated efforts involving specific service lines, area employers, community collaborations, health system employees, and special events and activities.

The program provides comprehensive coverage of:

*The "wellness spectrum" and how health promotion helps attract patients at each stage. *A step-by-step framework for integrating wellness with your current marketing strategies. *Wellness as a new brand position as exemplified by Loma Linda University Health in its quest for regional and national recognition. *Community health education as a strategic corporate goal as practiced by Princeton HealthCare System. *Wellness and marketing integration examples from a number of diverse organizations in addition to the two case studies.

Held May 23, 2013, this 90-minute program included time for questions and answers.

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6) Today’s Mobile Opportunity
Websites, Apps, QR Codes, Search, and Advertising

The mobile environment is changing so fast it’s hard to keep up. Sales of smartphones now exceed those of personal computers. Mobile is expected to surpass fixed Internet access within two years. Mobile strategies implemented last year are already becoming outdated. Whether you already have a mobile site, are dabbling in apps, or are trying to decide if mobile is right for your organization, attend this audio conference and learn:

  • How device evolution has changed the mobile user experience
  • The best ways to connect with a mobile-enabled public
  • How social networking is moving to mobile
  • The rapid growth in mobile search and the untapped mobile advertising opportunity
  • Best practices in mobile strategies from leading-edge healthcare organizations
  • Changes that will alter the way you tackle mobile in the future

This information-rich conference will detail the many business, clinical, and marketing applications possible with mobile communications. You’ll get information on how to formulate a winning mobile strategy and maximize emerging mobile marketing opportunities. The program provides in-depth coverage of:

*The latest trends in mobile usage, marketing with QR codes, and mobile websites and apps. *The advantages of mobile advertising in healthcare. *How a California system found success with mobile search. *How QR codes rewarded a Midwest health system. *How other healthcare organizations have implemented their mobile marketing strategy.

Held September 14, 2012, this 90-minute program included time for questions and answers.

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7) How to Reorganize Your Marketing Department for the Digital Age
Insights from a National Survey and Key Practitioners

If you are not sure how to structure your marketing department to best take advantage of the new world of digital opportunities, then you’ll find this new audio conference packed full of useful tips, strategies, and best practices. You’ll hear from four marketing and Web professionals who have undertaken a journey to change the way their departments operate. You’ll also learn the results of a new survey completed in February.

Marketing professionals will share how they promoted the benefits of having a stronger digital focus and justified staff increases. You will also learn how they determined the staff skill sets necessary to succeed with websites, integrated marketing, social media, search engine marketing, and mobile strategies.

You will receive in-depth coverage of how:

*A 200-bed hospital expanded its Web resources and staff to better compete against large health systems in its Michigan market. *An integrated healthcare system used research on the current and future digital landscape to significantly reorder marketing resources. *An academic medical center dramatically reorganized its marketing department to address the changing communications landscape.
*Nationwide, organizations reallocated marketing budgets, identified key skills, and dug in to make the changes necessary for success in the coming years.

Held April 19, 2012, the 90-minute audio conference included time for questions and answers.

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8) How to Succeed with Paid Search Marketing
Key Insights from Four Experts to Boost Results

The majority of healthcare organizations are running paid search programs. Yet less than 10 percent report being very satisfied with their results. If you are among those organizations that want to improve their paid search results – or want to launch a successful paid search program – you will benefit from this special conference. The program is designed to give you information to maximize your marketing investment and build your organization’s revenue.

You’ll learn from experts about best practices and important new trends. Find out the ins and outs of setting up campaigns for optimal results, the benefits of using phone extensions, how to minimize bid prices, how to leverage the power of local search, and the importance of human involvement in keyword development. You’ll also learn about key trends in health searches.

Whether you are new to paid search or a seasoned professional, this conference will provide advice and insights to guide you in improving your practices and getting the most out of tight budgets. You will receive details on:

* Best paid search practices that make sense for your organization.
* Insights from Google on today’s health searches. * The search secrets of Cancer Treatment Centers of America. * Results and insights from a national survey of 160 healthcare organizations.

Held October 26, 2011, the 90-minute audio conference included time for questions and answers.

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9) Top Search Engine Optimization Strategies for 2011
Plus Results of a National Survey on Search Engine Strategies

Are you getting the Web site traffic you deserve? More important, are you attracting the right audiences to key service line information – a vital measure of the success of your site? If you answered NO to these questions or are not sure, you will benefit from this special audio conference on using the latest search engine strategies to drive important audiences to your Web site.

Just doing the “basics” of search engine optimization is no longer sufficient – most everyone adheres to organic search fundamentals. Search has evolved. Engagement and proximity are now key factors in achieving high search engine results. In this special event, you’ll learn from experts about important new trends and best practices. Understand how to capitalize on the growing focus on local search and the importance of relevant, meaningful engagement on several fronts, from the Web site to all interactive vehicles.

Whether you are relatively new to search engine strategies or a seasoned pro, this conference will provide valuable insights and advice to guide you in improving your practices. You will receive details on:

* Best and latest search engine strategies that make sense for your organization. * How Detroit Medical Center shifted funds from paid search to SEO and increased search engine traffic by 36 percent. * How OhioHealth has used social media channels, a local search focus, and changes in keyword terminology to drive SEO. * Results and insights from a national survey of 160 healthcare organizations.

Held April 7, 2011, the 90-minute audio conference included time for questions and answers.

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10) Marketing Physicians and Driving Hospital Revenue
Plus Results of National Survey on Physician Marketing Practices

More and more hospitals today are employing physicians – primary care doctors as well as specialists. What strategies and tactics are they using to effectively promote these physicians to consumers as well as referring doctors? At the same time, how are they responding to the needs of independent, medical staff physicians for promotional support?

In this new audio conference, you will learn how leading organizations promote their physicians online and offline. You’ll get insights from a new national survey of 300 hospitals on their physician marketing practices. Learn what departments are involved in physician support. Find out what strategies and tactics – from online physician directories and video profiles to TV advertising and facilitation of doctor-to-doctor personal communication – pay the highest dividends. Get information for benchmarking your own support programs.

Includes coverage of:

* Results and insights from a national survey of more than 300 health care organizations. * A Wisconsin health system’s three-pronged effort to market physicians in a highly competitive market. * Efforts by a Nebraska children’s hospital to boost key service line volume and support physician practices. * The online initiative of a New Jersey community-based health system.

Held June 24, 2010, the 90-minute audio conference included time for questions and answers.

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11) How to Develop a Successful Mobile Strategy
Web Sites and Applications for Healthcare

Today’s consumers want information anywhere, anytime. Consider these facts:

  • Nearly every American older than 12 has a cellphone.
  • Smart mobile devices are red-hot. Think iPhone, BlackBerry, Palm.
  • While Internet penetration has flattened, mobile applications continue to grow.
  • Mobile communications has become an integral part of a person’s work and personal life.
  • A next step for mobile communications is integration with an individual’s health life.

In this audio conference, you will learn how to tap into this important new trend. You’ll find out how you can profit from extending your Web site to a new environment and using multiple mobile applications to communicate with key constituents. Doctors, patients, employees, community leaders, and new prospective customers.

Messages sent to mobile devices can generate an immediate response, a fact already recognized by marketers in many industries.

This information-rich conference will detail the many business, clinical, and marketing applications possible with mobile communications. You’ll get information on how to formulate a winning mobile strategy, develop a mobile Web site, and deploy key applications. You’ll also get insights into the ways early industry adopters are profiting from their initiatives in mobile communications. Includes coverage of:

* The latest trends in mobile device use. * How an Indiana system developed a comprehensive strategy to enhance customer relations and support patient care and safety. * How three other healthcare organizations implemented their mobile communications strategy.
* Numerous mobile healthcare applications and opportunities for using mobile to support marketing campaigns.

Held March 10, 2010, the 90-minute audio conference included time for questions and answers.

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12) Driving Profitable Traffic to Your Healthcare Web Site
Search Engine Strategies to Connect with Key Targets

Are you fully harnessing your Web site as an efficient and effective marketing tool? Using your site to reach and engage those audiences most important to your organization? Tapping an arsenal of best practices in search engine optimization and management for building profitable traffic?

If you answered “not really,” you will benefit from this special conference on search engine strategies. You will gain insights about the most important strategies and tactics for both small and large organizations. Experts will give you “tools of the trade” as well as advanced strategies for search engine optimization. You’ll learn how to maximize the results and minimize the cost of paid search.

Whether you are relatively new to search engine strategies or a seasoned pro, this conference will provide valuable insights and advice to guide you in improving your practices in a year of squeezed budgets. Includes:

* Super-charging your organic search engine methods – overlooked and advanced strategies. * Best practices for successful pay-per-click advertising campaigns with Google AdWords.* How a healthcare system first adopted paid search and then aggressively pursued organic search to increase site traffic by 36 percent annually.

Held April 23, 2009, the 90-minute audio conference included time for questions and answers.

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13) Blogging: Communicating and Marketing to Key Audiences
How Your Organization Can Tap This New Medium for Service Promotion, Brand Building, and Internal Communication

Blogging has come a long way since its early days of freewheeling political commentary. Today it is used by traditional media and is embraced by corporate America for a wide range of applications. Seventy-four Fortune 500 companies actively maintain a blog to communicate with consumers about product information or to promote a special offering. Some 77 percent of active Internet users read blogs.

In healthcare, physicians were early adopters of blogs. Some of the big names in medicine – Mayo Clinic and Beth Israel Deaconess – have taken the plunge. Others, big and small, have followed, frequently testing the waters with bariatric surgery blogs.

This information-rich audio conference will detail the many business, clinical, intranet, and marketing communications applications of blogging. You will learn about blogging logistics, how early adopters are using the medium to reach well-defined target audiences, and much more. Includes:

* How the blog of a Chicago specialty hospital has significantly lifted Web traffic and boosted physician engagement. * How the corporate blog of a Midwestern system has become the key communication vehicle between leadership and employees. * Why Mayo Clinic sees audio and video blogs as the wave of the future. * How to bring blogging to your organization.

Held January 28, 2009, the 90-minute audio conference included time for questions and answers.

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14) Search Engine Strategies to Drive
Key Audiences to Your Healthcare Web Site

After investing substantial financial and staff resources to develop an outstanding Web site, are you drawing significant traffic? More important, are you attracting the right audience to key service and product line information – the elements vital to the success of your organization? If you answered NO or NOT SURE, you will benefit from this special conference on strategies to drive the right traffic to important areas of your site.

You’ll learn from experts about important new trends and best practices. Understand the ins and outs of often overlooked areas of organic search engine optimization, and the importance of an ongoing effort. Find out ways to get the most out of paid search – avoiding common misperceptions, setting up campaigns for optimal results, and defining success. Includes:

* Best search engine practices that make sense for your organization from Oneupweb. * The way Kaiser Permanente implemented innovative search strategies to drive traffic to health content and health plan information on a new single main Web site. * The strategy behind the success of Cancer Treatment Centers of America’s search engine efforts.

Held May 15, 2008, the 90-minute audio conference included time for questions and answers.

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15) Training and Motivating Staff Essential to
Your Physician Sales and Service Program

What elements are essential in hiring and keeping the best and brightest employees for your organization’s physician sales and service efforts? What kinds of incentives are most important? How do you go about training personnel? The conference’s insights and advice will guide you in improving your practices, whether your program is well established or new. Includes:

* The must-haves and best recruitment, training, and motivational practices of successful programs. * How a Clearwater, FL, system retooled its practices in a challenging health care market. * How a Saginaw, MI, system coordinates sales, service, clinical expertise, and operations to deliver results.

Held April 10, 2008, the 90-minute audio conference included time for questions and answers.

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16) Driving Physicians to Your Organization:
Strategies and Tools to Enhance Physician Loyalty

Plus Results of a National Survey

Leaders in physician strategy understand doctors’ concerns and work hard to deliver an experience and environment that’s pleasing to primary care physicians and specialists alike. This information-packed audio conference will provide you with insights on what leading organizations are doing to promote physician loyalty. You will also better understand how to define physicians’ expectations and advance a culture to realistically nurture those expectations. Includes:

* A framework for understanding how physicians currently experience your organization and developing strategies for improvement. * Key findings and implications of a survey of physicians’ perspectives and satisfaction with hospitals and their leadership. * How a large Midwest hospital implemented an organization-wide culture shift to dramatically improve the physician experience. * How a community hospital system in a highly competitive market took a very focused, strategic approach to improving its environment for physicians.

Held December 5, 2007, the 90-minute audio conference included time for questions and answers.

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17) Preparing for Total Pricing Transparency
And Using Price as a Strategic Marketing Tool
Plus Results of a National Survey

You will learn about the impact of price on the overall value equation, the use of quality and price as a strategy, data health plans are giving consumers, the level of consumer interest in health care prices, factors driving retail pricing, and ways in which your organization can stay ahead of the curve. Includes:* Results and implications of a National Survey on Pricing Transparency and Pricing as a Strategy. * How a Milwaukee-area system began introducing pricing data in 2002 and implemented a comprehensive marketing plan to capitalize on its pricing transparency. * Why a Midwest system introduced a gold-standard online price transparency tool.

The 90-minute audio conference included a 30-minute question-and-answer period. It was held on June 14, 2007.

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18) Tracking Tools and Effective Management Reporting or Successful Physician Outreach/Sales Efforts
Plus Results of a National Survey and Insights from
Leading-Edge Providers and Experts

What software do successful sales/outreach programs use to plan, manage, monitor, and optimize physician relations efforts? What features are most valuable? What do each of the off-the-shelf tracking packages offer, and how are organizations getting the most out of these systems? Can an organization easily develop its own tracking software? What types of reports are being generated, and how often are results hared with leadership?

This information-rich, 90-minute audio conference will provide answers to these and many other questions. It was held on April 14, 2007.

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19) Podcasting: Communicating and Marketing
How Your Organization Can Tap This New Medium for Service Promotion, Brand Building, Patient and Professional Education

Are podcasts just for teens? No way. Podcasts have become a medium of choice for busy adults. Healthcare organizations, both large and small, have taken the podcast plunge. Learn about podcast production, how early adopters are using the medium to reach well-defined target audiences, and much more. Includes presentations on:

* How an Arizona organization is creating podcasts with broad, extensive appeal. * What an Indiana system is doing to support patient education in a key service. * Why a suburban New York City hospital introduced public service health information podcasts. * How to apply podcasting in your organization.

The 90-minute audio conference included a 30-minute question-and-answer period and was held on November 1, 2006.

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20) Communicating Quality Measures:
What Your Organization Should Be Doing Now to
Prepare for Total Healthcare Transparency.

Learn what challenges healthcare organizations face in communicating quality data, what data third-party organizations are giving consumers and health plans, and what you can do to ensure your organization stays ahead of the curve. Included:

* How to structure a proactive communications strategy and build internal consensus for quality transparency. * What healthcare consumers want to know about healthcare providers. * How a Rochester, NY, system introduced quality ratings in print and online in 2003 to take a leadership position and achieve an advantage in a very competitive market.

The 90-minute audio conference included a 30-minute question-and-answer period and was held on April 19, 2006

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21) Using Your Intranet to Drive Organizational Success

*Results and implications of a National Survey of Healthcare Provider Intranets. *Learnings from an organization with a leading-edge intranet: Sentara Healthcare, Norfolk, VA. *Development of a state-of-the-art intranet: Advocate Health Care, Oak Brook, IL. *A 30-minute period for questions and answers.

The 90-minute audio conference included a 30-minute question-and-answer period and was held on June 25, 2003.

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III. OTHER CONFERENCES AND SEMINARS

Click to see listing

 

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