Agenda | Strategic Marketing

Thursday, November 12, 2020

Agenda subject to change.

9:00 a.m. - 9:05 a.m. CST

Opening Comments from the Publisher

Fawn Lopez, Publisher, Modern Healthcare and Vice President, Crain Communications Inc.

9:05 a.m. - 9:35 a.m. CST

Opening Keynote
Mastering the New, Purpose-Driven Brand Marketing Mindset

Learn from Raja Rajamannar, Chief Marketing Officer of Mastercard, who has transformed the company’s marketing initiatives by the evolving the iconic “Priceless” campaign into experiential programs and digital platforms. Find out what strategies you can employ now to satisfy consumers’ needs, define and execute on your brand’s purpose and balance financial pressures and reputation impact.

Raja Rajamannar, Chief Marketing and Communications Officer, President

Healthcare Business, Mastercard

9:35 a.m. - 10:35 a.m. CST

Convenience and the Modern Patient: Four Critical Touchpoints

The global pandemic has brought digital transformation to the front door of the healthcare industry. Telehealth, curbside waiting rooms and continued digital expectations are shaping the new landscape for the patient experience. Join us as we dive into what it takes to add convenience and speed to the modern healthcare visit—at every critical touchpoint—in search results, patient/doctor communication, scheduling, and payment.

Discover new strategies to elevate your practice as we discuss:

• Current research on patient expectations and what that will mean post-pandemic

• Self-serve options for the modern patient—delivered right to their preferred device

• Standing out in search results, driving more of the right patient to your facility

• Reducing friction in the patient bill and schedule process

• Adding convenience at every critical touchpoint in the patient journey

Craig Daly, Vice President, Healthcare Solutions, Podium
Craig Kartchner, Associate Vice President, Marketing and Customer Experience, Honor Health

Sponsored by: Podium

10:35 a.m. - 11:35 a.m. CST

A New Era in Healthcare Marketing: How Healthcare Marketers Can Adapt and Advance

The role of healthcare marketers has shifted dramatically in recent years as technologies have advanced, social media use has skyrocketed and patients have embraced consumerism. The COVID-19 pandemic and the significant, lasting shift to virtual care has brought further change in an incredibly short period of time. During this session, panelists will discuss how healthcare marketing teams can build resiliency and strengthen patient trust.

Moderator

Adam Rubenfire, Custom Content Strategist, Modern Healthcare

Panelists

Todd Unger, Chief Experience Officer (CXO) & SVP, Marketing & Member Experience, American Medical Association

Paul Griffiths, General Manager, Digital Health Solutions, Perficient

Sponsored by: AMA, Perficient and Reputation.com

11:35 a.m. - 12:35 p.m. CST

Winning at the Digital Experience: Real-life Stories from Back-to-Back ‘Website of the Year’ Winners

Learn from proven leaders in healthcare digital marketing. Join Geonetric for this roundtable to hear insights from back-to-back-to-back ‘Website of the Year’ winners of Modern Healthcare’s Marketing Impact Awards. These organizations took home honors in the competition in 2017, 2018, and 2019. Don’t miss this insightful discussion for real-life case studies on winning healthcare digital experiences and hear first-hand from leaders on what helped them succeed and what they wish had known five years ago. Attend this session and learn:

• What each leader did to make digital a priority in their organization

• What features, functionality, and investments made them winners in Modern Healthcare’s competition

• How that winning framework laid the foundation to use the web strategically during the COVID-19 pandemic

• What’s next for these forward-looking leaders and their teams