Professional Documents
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Building Brands.
Take-aways
Steps to develop and implement more refined, targeted and leaner marketing plans that deliver results Methods of integrating analytics and dashboard metrics Low- to no-cost tactics to target and grow market share that deliver value, expands relationships, are easy to implement and closely aligned with strategic initiatives Fresh, innovative approaches to marketing, research, social media, innovative messaging, profitable partnerships and community building
Health care marketing is undergoing dramatic reinvention and change, due to emerging trends, reform uncertainties, emergence of social marketing and renewed focus on quality, outcome and prevention. Executives are demanding higher impact and bigger returns from marketing investments; and marketing professionals are more closely aligning their efforts with strategic objectives, customer experience and integration of communications across multiple platforms and channels. This dynamic and highly practical seminar offers proven and cutting-edge approaches to proactive health care marketing with specific action steps, strategies, techniques and tactics to move markets and increase visibility, awareness, understanding, market share and profitability.
Member
$1,095 $995 $895
Non-Member
$1,395 $1,295 $1,195
Rhoda Weiss
Founding president of American Hospital Association Society for Healthcare Strategy and Marketing Development
Founding president of American Hospital Association Society for Healthcare Strategy & Marketing Development and first recipient of its Award for Individual Excellence, shes past national chair/CEO of Public Relations Society of America, receiving its Health Academy Lifetime Achievement and Educator Academy Ferguson Awards. AMA Marketing Health Services editor and columnist, Dr. Weiss was named UCLA Extension Distinguished Instructor, Kellogg Foundation Fellow and Women in Health Administration president. Shes written 300 journal articles and a book, Managing Health Care Reform: Ideas for Leaders. Her client list is a whos who of health systems, hospitals, insurers, home health, hospice, mental health, aging programs and others.
Building Brands.
Day 1
Redefining, Reinventing Health Care Marketing
Succeeding in an evolving health care marketplace Recognizing marketing myths and realities
Improving patient satisfaction at every touch point Linking patient experiences to marketing activities
Identifying strengths, seizing opportunities, overcoming barriers Aligning strategy, patient experiences, integrated communications
Learning best practices for providers, hospitals, physicians, outpatient Advancing marketing and communications to and for health plans Tapping board members, volunteers, vendors, supporters Identifying unusual health/non-health related referral sources Enlarging community connections, funding Identifying best channels, tools, techniques for messaging Revolutionizing advertising, outdoor, direct marketing
Reaching targets by age, culture, ethnicity, health status Adopting proven practices in multi-cultural marketing
Day 2
Navigating Social Media to Inform, Connect, Engage, Empower
Adopting best practices in social media Evaluating individual social media channels Overcoming resistance to social marketing
Selecting evaluation methods, tools for each activity Assessing what, which, where, how, whether marketing worked Evaluating, gaining feedback at critical touchpoints Utilizing assessments to improve efforts
Deploying word of mouth, guerilla marketing Engaging audiences to spread messages, influence health decisions
Reinventing health care and health care marketing Embracing and keeping up with change Delivering value Ensuring sustainability Advancing health, altering behavior Becoming indispensable, making a difference