NESHCo’s Virtual Healthcare Marketing Conference – This Week
Posted Oct 25 2010 2:42am
It All Leads Back to Measurement:
Measuring and Marketing Your Work
Measurement. It’s the bane of any good marketer’s existence. Everything we do comes back to measuring its success. Some of the intangibles are so difficult to measure that we’ve put together some experts to help you measure media relations, leads and social media. And then to wrap it up…what do you do with all that data? How do you market it internally to your boss, your CEO, your doctors and your employees. You’ll walk away with tried and true methods, theories and formulas for quickly and easily measuring all your successes.
Join us for a full day of measurement topics that are hot on everyone’s mind right now. Don’t miss out of this exciting event that will happen right at your own desk. Dial in from home in your sweats or log in from the office with your team.
Date: Thursday, October 28
Time: 9:30 am -3:30 pm
Technical Needs: Just a computer and a phone
Cost: Pick one session, two sessions or stay all day. All for one low price.
$89 per log in for NESHCo members
$119 per log in for non members
*Multiple people may gather to view the conference under one log in. Only one computer may be logged in at any one time.
The endless information buffet that is the Internet has given rise to the empowered consumer, and has fueled an increasingly complicated measurement challenge for healthcare communicators. Finding the right tool to measure the quantitative and qualitative aspects of news, features and commentary about your institution is easier than you think. The surprising results can help you demonstrate ROI, tap directly into your organization’s hidden web of influence, and provide early warning for issues management.
Ed Cafasso is a senior vice president and managing director of MS&L’s New England office, based in Boston. He offers a quarter century of hands-on communications experience, with a reputation as a skilled strategist in reputation and issues management, media relations, crisis communications, labor relations and public affairs.
He has advised clients for a wide range of medical and healthcare enterprises regionally and nationally, including Becton Dickinson, Best Doctors, Inc., Biogen-Idec, Blue Cross Blue Shield of Massachusetts, Blue Cross Blue Shield of Rhode Island, Children’s Hospital Boston, Genzyme, Hawaii Pacific Healthcare, HealthAlliance Hospital, Nestle Healthcare, the New England Journal of Medicine, Philips Healthcare and Southcoast Health System.
10:45 am Break–grab a drink!
11:00 am Get the Most out of Your Website
Paul Griffiths, MedTouch & Wendy Maxwell, Rochester General Hospital
Follow Paul at http://blog.medtouch.com
Are you stuck trying to turn your website data into meaningful action? In this session, join us to understand how to get the most out of your website by reviewing analytics, understanding search, managing SEO and paid search effectively, and tying in social media to drive traffic that matters. Even if you use a tool other than Google Analytics, this principle in this session will still apply.
Paul Griffiths is Founding Partner and CEO of MedTouch. With five offices in the US and abroad, MedTouch helps healthcare organizations succeed online.
Wendy Maxwell is the webmaster for Rochester General Health System, an integrated health system in Rochester, NY.
12:15 pm Break for lunch–bring it back to your desk and get ready for the next session!
Measuring Social Media” will explore strategies for establishing measurement tools and utilizing the multitude of statistical reports available to you in social media channels. Find out the reach of a re-Tweet, understand the value of a Like and learn how impact and engagement can be incorporated into calculations of ROI.
Dean Browellleads Feedback’s social media charge as Executive Vice President and resident PhD with a passion for how generations interact online. His work can be seen across many industries including healthcare, education, tourism, automotive, retail and more. Dean recognizes that the idea of a “social” media is not at all new – evidenced by everything from AOL message boards to the latest Facebook or Twitter technology. His approach encourages brands to listen and observe audiences before developing innovative plans and stewarding creative solutions that engage and develop relationships. In 2009 Dean created the perfect incubator for social media development by forming Feedback, LLC with ad industry veteran Jeff Thompson to the benefit of marketing, communications and public relations firms around the country.
Dean’s healthcare experience in emerging media makes him one of the leading thinkers in the space, marrying an academic zeal for exploration with credentials of proven results with clients such as Kindred Healthcare, Princeton Healthcare, Valley Health and many more. As an involved member of SHSMD, he leads the Emerging Media Task Force (formerly Knowledge Community Task Force) and has spoken at nearly a dozen regional chapters over the last two years.
2:00 pm Break–get that last jolt of caffeine to get you ready for the last exciting session!
2:15 pm Using Measurement to Market Yourself Internally
You’ve created and launched your marketing program. You’ve also carefully tracked the metrics. But there’s still more work to be done to leverage the campaign for your organization and your department. We recommend leveraging the work of your department (and the results you achieve) by sharing it with hospital leadership, presenting it at conferences, having it reviewed by healthcare publications, entering it in awards competitions, and launching it with internal audiences. The benefits include adding value to the function of the marketing communications department, having marketing viewed as a revenue generating operation, building stature for your organization with colleagues and industry peers, and a better informed internal audience.
Dan Dunlop is President and CEO of Jennings, a North Carolina-based healthcare branding and advertising agency. He is a marketer, author, blogger and frequent speaker at national and regional conferences, having served on the faculty of numerous conferences including SHSMD, CBM, AAMC, NESHCo and CHPRMS. Most recently, Dan was a presenter at the 2009 SHSMD conference where he was among the highest rated speakers and 2010 National Forum on Customer Based Marketing Strategies. He is scheduled to present at the 2010 SHSMD conference in Chicago and the 2010 Fall Conference of the New England Society for Healthcare Communications. Dan recently completed a five part webinar series for the Nebraska Hospital Association on “contemporary issues in healthcare marketing.” He has contributed articles to several industry publications including Healthcare Marketing Report, Marketing Health Services, Healthcare Marketing Advisor, Healthcare Advertising Review and The Alternative Health Journal. Dan’s experience as a brand strategist includes work with numerous hospitals and health systems including Tufts Medical Center, UNC Health Care, MetroWest Medical Center, Rex Healthcare, Lexington Medical Center, Cooper University Hospital and University Health Systems of Eastern Carolina. He serves on the national advisory board for Healthcare Marketing Advisor and has recently Ragan’s healthcare marketing news team as a contributing reporter. Dan holds a masters degree from Appalachian State University.