Intelligence is a Powerful Thing

10/13/2016 10:45 AM - 11:45 AM

Presenter: Darla Seehafer

Information – or as we like to call it – data, is critical to everything we do. We use it in every facet of our lives, including business to make educated decisions; decisions that can help us steer away from harm and toward ultimate success. Without data, we would be in the dark, blindly developing strategies without intelligence behind them. Our business transactions – and our lives – would simply be a guessing game. But data alone – even the best, most current and applicable data – isn’t enough to help you reach your goals, or take your organization to the next    level. It’s what you do with the data, how you select it, filter it, segment it, dissect and reassemble it, and then – most importantly – use it, will be the catalyst toward success. Do you have DATA INTELLIGENCE? Do you know the Top 10 referrers in each key service line? Have you wondered which of the primary care physicians in your market have used your cardiac services in the last six months? What barriers are preventing optimal utilization of your services? Data intelligence can answer all of those questions, and more. This session will explain how total information awareness and business intelligence for physician relations – used in the right way – can lead to strategic growth, effective physician engagement strategies and increased revenue. 

Your Brand is About a Heartbeat, Not a Chest Beat

10/13/2016 10:45 AM - 11:45 AM

Presenter: Rob Rosenberg

Hospitals are constantly beating their own chests and telling people how great they are with technology, physician expertise, and “comprehensive, multi-disciplinary” services.  These claims often go right over the heads of consumers or wind up in the “land of undifferentiation” with other providers in the marketplace.  Branding is not about chest beating and making one claim after another; it’s about creating a heartbeat and engaging consumers with key ideas and messages that touch their “sweet spot.”  This presentation will explore how consumers define “heartbeat” brands and the characteristics they look for from hospitals.  Importantly, we’ll also discuss how this same philosophy applies to internal communications and branding as well.

Did you Move the Needle? Ensuring Value from Program Evaluation: Tactics to Assess your Outcomes Accurately, Efficiently, and Effectively

10/13/2016 1:15 PM - 2:15 PM

Presenter: Evan K. Perrault

How do you know your latest program or intervention achieved success? What metrics have you been using to assess your effectiveness as a communication professional? In today’s ever-increasing competitive environment for funding and resources, programs need to show measurable contributions, or risk losing their financial support in the future. If you think evaluation happens only after your program is complete, you’ve been doing it all wrong. Evaluation plans need to be created and in-place well before your first messages get disseminated. In this session, learn how to construct campaigns or interventions that will ensure you will be able to accurately measure your effectiveness when they are concluded. Also, learn the value of other measurable variables (besides elusive behavioral changes), which can help show that your communication is having an impact.

How to Survive a Rebranding - and Live to Talk About It

10/13/2016 1:15 PM - 2:15 PM

Presenter: Vikki Baumler and Megan Mulholland

ThedaCare is the largest employer based in Northeast Wisconsin, with 7,000 employees, seven hospitals, 34 clinics and a dozen more ancillary facilities in nine counties.  In regards to branding, nothing was consistent - there were several different logos, with no brand standards and rogue activity. Over the last two years, we brought all of those facilities under one new look, with common naming structure both inside the walls and outside. A skeletal crew led teh way - hear from two of the survivors.

Growing Patient Volume: 10 Effective Online Strategies to Maximize Growth in Service Line Volume

10/13/2016 2:45 PM - 3:45 PM

Presenter: Jim Flynn

Google and WebMD have changed the way patients search for health-related information forever. This interactive session will focus on the importance of engaging in measurable online tactics-website optimization, social media, and keyword-focused content to promote your healthcare organization. Each individual website visitor offers the potential to increase your patient volume. Regardless of the size of your organization, patient volume is at the core of your business development success. At the conclusion of this session, attendees who are currently making a significant marketing investment will be able to use these 10 tangible online strategies to definitively measure a return on their investment and increase patient volume.

Uniting Two Hospitals Under One New Brand, Right in the Place They Love

10/13/2016 2:45 PM - 3:45 PM

Presenter: Kevin Stranberg

Memorial Medical Center in Ashland, Wisconsin and Hayward Area Memorial Hospital in Hayward, Wisconsin, worked with HTK Marketing Communications to discover their underlying brand identity using the HTK Stand Up Branding process. Creating an identity played a central role in solidifying the two hospitals’ growing partnership. It also created a feeling of pride within each hospital and reintroduced the region to the care they had access to “Right here in the place we love.”

Empowering Brand Momentum in Your Healthcare Organization: 5 Things You Can Start Today to Empower Your Distinction

10/13/2016 4:00 PM - 5:00 PM

Presenter: Jim Flynn

What do consumers think, feel and believe when they interact with your hospital or clinic? In today's competitive healthcare environment, empowering your Brand's momentum is essential to building a great employee environment and a stronger patient experience. From the C-Suite to marketing, public relations, communications, and physician relations, the Brand needs to remain central to all employee actions, customer interactions and messaging. Speaker, Jim Flynn, will share strategies on how to discover 'who' your organization is today, what you do differently and what you are capable of becoming. He will discuss the common misconceptions about Brand building-and walk you down the path necessary to lay the foundation to propel your Brand forward. A powerful Brand is the great driver of distinction and ultimately empowers greater clarity of vision, awareness, reputation and momentum.

Storytelling Through Video

10/13/2016 4:00 PM - 5:00 PM

Presenter: Robert Johnston and Chad Johnstone

Ever wanted to create or have a company produce Physician Profiles, Patient Stories, Department Tours, Specialist Presentations and Television Commercials but wanted more control? Through a demonstration of video samples, concepts on brainstorming, workflow, production, delivery and howt o view social media results, you'll feel empowered to create your own "Storytelling Through Video."