Strategic Marketing 

Conference

A Modern Healthcare Event

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The Westin Nashville

November 12, 2020

For more info, contact:​

Jodi Sniegocki

Education and Events Director

jsniegocki@modernhealthcare.com

*Agenda is Subject to Change

Wednesday, November 11, 2020

5:30 p.m. - 7:00 p.m.

Welcome Reception

Thursday, November 12, 2020

7:00 a.m. - 7:45 a.m. 

Registration & Networking Breakfast

7:45 a.m. - 8:00 a.m.

Publisher’s Opening Address

Fawn Lopez, Publisher and Vice President, Modern Healthcare

8:00 a.m. - 9:00 a.m.

Opening Keynote

Building a Consumer-Centric Experience Strategy

9:00 a.m.-10:00 a.m.

How to Manage Your Organization's Reputation

As consumers continue to use the internet as their source of information about your organization, online reviews will become more important than ever. Implementing a reputation management program is a growing priority. You want to make sure your patients feel encouraged to speak highly of your brand and feel a sense of pride about their healthcare provider. Embracing social media programs will be essential to healthcare marketer success. In this session, learn how to maintain a positive reputation and how the public relations team and marketing team can work together to combat bad reviews.

10:00 a.m. -10:30 a.m.

Networking Break with Exhibitors

10:30 a.m.-11:30 a.m.

The Importance of Marketing During Crisis

This session offers insights and experiences on how to effectively communicate during times of crisis, such as the coronavirus pandemic. Marketing is in the trenches and plays a key role in proactively managing communications through challenging times. This session will feature panelists who led through crisis and managed communications with their staffs, stakeholders, customers and communities.

11:30 a.m. - 12:45 p.m.

Lunch

12:45 p.m.- 1:45 p.m.

Communicating with Patients: New Technologies and Digital Experiences

In a technology driven world, new digital experiences have increased communication with patients across healthcare organizations. Patients continue to use voice searches on products like Amazon Echo and Google Home, as well as telehealth, changing the face of healthcare communications. Is your organization making the right investments in new electronic tools to accommodate this new generation of healthcare technology? How is AI research shaping digital strategy? This session addresses how marketing automation can create more opportunities for patient engagement and helping these patients become proactive partners in healthcare.

1:45 p.m.-2:45 p.m.

Content Marketing and How to Use Search Engine Optimization

Creating helpful, high-quality content that answers patient’s medical questions takes thinking beyond blogs and social media posts. Content marketing requires developing innovative resources to meet patient's needs. Personalized digital healthcare centers need to include not only written content, but also educational videos, patient-to-patient communication forums, broadcasting and podcasting, and smart tools and apps to aid in healthcare monitoring. But how do you make sure your great content is now seen by your preferred audience? The answer is Search Engine Optimization (SEO). In this session, learn about how to increase your click rate on your great content, as well as get your information on the correct sites so patients can find your brand easily and provide a better overall user experience.

2:45 p.m. - 3:15 p.m.

Networking Break with Exhibitors

3:15 p.m. - 4:15 p.m.

Reaching the Empowered Healthcare Consumers

Today’s patients are more empowered to make decisions about their healthcare than ever before. Patients require more transparency about services and pricing, and they expect highly trained staff members to meet their needs as a consumer. Personalizing the patient experience with a consumer engagement platform and patient engagement center is a new way to be direct with your marketing. Help your patients feel empowered in this new age of healthcare.

4:15 p.m. - 5:15 p.m.

Closing Keynote

Why it Worked: Campaign Analysis and Best Practices in Healthcare Marketing

5:15 p.m. -5:30 p.m.

Publisher's Adjournment

Fawn Lopez, Publisher and Vice President, Modern Healthcare