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

Marketing Innovations

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Harnessing the Power of Emerging Technologies: Moving toward Analytics-Driven Marketing 

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Technology is the No. 1 concern for health care marketers in 2018, according to a report from Affect. Healthcare marketers continue to face challenges brought on by industry shifts and the need to adapt to evolving technologies and consumer needs.  However, these changes provide new opportunities to better engage consumers, position brands and establish organizations as a leader. To accomplish the aim of healthcare in a digital world, CMOs must maximize the lifetime value of this consumer and brands will need to become data-driven and operate at the intersection of marketing, communication, technology, and healthcare.  Join us as a panel of marketing experts discuss their transition from making assumptions to using data and analytics to generate decision-making insights, including:

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• Insights on channels, relationships, ROI and performance indicators, along with forecasts on the impact of augmented reality, virtual reality, AI and voice applications

• Implementing business-oriented metrics and measurements

• Short and long-term impact of emerging technologies—from Internet of things, chatbots and artificial intelligence to 3-D printing and mobile devices

• Examining changes in the health care digital marketing landscape

• How to best track behaviors and preferences and turning data into insight  

• Measuring marketing ROI--from satisfaction, retention and productivity, to innovation and optimization  

• The road ahead:  Where will data analytics, including predictive analytics, take healthcare marketing?  How, where and when will marketers measure consumers’ attitudes, knowledge and behavior?

 

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Moderator:

Nathan David

Founder and Lead Consultant

Meta Impact

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Panelists:

Tammy Jones

Vice President, Marketing

Novant Health

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Lori Riggs

Division Vice President of Marketing

Kindred Healthcare

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Paul Schrimpf

Partner

Prophet