10:30 a.m. - 11:30 a.m.

Brand Experience


Marketing Your Brand Culture: Customer Experience as the New Competitive Differentiator

Providing patients with an outstanding care experience has become a top priority. Research has shown that patient experience has become a leading factor in the patient’s choice of provider and that delivering a superior patient experience improves both a provider’s reputation, brand and their bottom line. Progressive healthcare marketers must consider what patients want in their care experiences and provide these benefits. Marketers must create memorable consumer experiences and connections where every staff member shapes the consumer experience and where the consumer experience is integrated into every level of the organization. As patient satisfaction gains more and more influence over revenue, hospital executives must address how the commoditization and digitalization of health care is elevating customer experience as the ‘new’ competitive differentiator. Join us as we discuss the evolving application of consumer-centric marketing models with three veteran marketers.  Among the issues we’ll discuss:

  • Understanding how the health care consumer journey is changing as the landscape shifts and lines of accountability blur

  • Reaching consumers that have more information, access and a megaphone to share their experience

  • Engaging all members of the organization as brand ambassadors to add value to the consumer experience

  • How marketers can listen and learn from the people they serve and change processes to meet consumer needs

  • Examining essential elements of a comprehensive patient experience plan

  • Connecting your brand to a successful patient experience

  • Exploring the best performance indicators to track the consumer’s journey

  • Evolution of the consumer experience:  Meeting and exceeding consumer’s expectations and demands


Andy Semons 

Founding and Strategic Planning Partner



Maureen Bausch 

Interim Chief Marketing Officer

Mayo Clinic

Nikki Moll
Senior Vice President of Marketing and Communications

Baylor Scott & White Health

Manny Rodriguez

Chief Marketing and Experience Officer