Wednesday, April 28th
8:00 am-12:00 pm

8:00 AM                  Welcome

8:15-9:15 AM          Opening Session: 6 P’s of COVID Recovery
Speaker: Jennifer Horton, MBA, Ten Adams

Description: In March 2020, the healthcare industry changed overnight and everything we have known about healthcare marketing changed with it. Now, a little over a year later, we are trying to put the pieces back together, learn the new realities of healthcare marketing, and determine how best to lead our teams and our organizations forward.

During this session, we will explore the 6 P’s of COVID recovery for marketing and communications teams (Proactive, Positioning, Possibilities, Prioritize, Planning, and Prevention). The 6P framework allows us to step back from the chaos, take a deep breath, and start assessing how to move ahead. This is a pivotal moment in the life of your organization and an opportunity for marketing and communication professionals to redefine the strategically important role we play.

Learning Objectives:

  • To allow a moment to take a breath and think about the shifts that have happened.
  • To learn how to utilize the 6P framework to guide your thinking in developing a strong path forward for your organization.
  • The embrace the changes in perception of healthcare and uncover the opportunity to make meaningful changes in how the organization sees the utilizes the marketing and communications department.

9:15-9:30 AM          Break

9:30-10:30 AM       Breakouts

The New Rules of Consumer Engagement
Speakers: Stephen Moegling, SVP of Growth & Marsha Hystead, Partner, Chief Creative Officer, Hailey Sault

Description: COVID-19 made health top-of-mind for consumers in 2020. Like never before, consumers want to engage with hospitals and health systems. But are health care brands leveraging this moment to connect with highly engaged consumers?

In this session, Stephen and Marsha will share why “Engagement is the new branding” for hospitals and health systems, and present four strategies to engage consumers and other key health care stakeholders. We’ll also provide tangible, “Do this tomorrow” tactics for attendees to gain traction with engagement strategies to increase loyalty, advocacy, and service line utilization.

Learning Objectives:

  • Learn strategies for engaging consumers with personalized messaging.
  • Identify ways to increase engagement through “digital dialogue.”
  • Leverage your brand’s mission to engage your consumers and health care workers.
  • Position your hospital or health systems as the trusted health news source for brand loyalty and consumer advocacy.

Insider Tips: How Your Peers are Recovering Lost Revenues from COVID-19
Speaker: Jaci Haack, Vice President of Client Strategy, Welltok

Description: It’s a whole new world out there, but your peers are finding effective ways to reach out and engage patients and prospects to help their health systems recover from COVID-19. Join this interactive discussion to get insider tips from a healthcare strategist on what’s working so you adjust your plans and drive revenue in 2021. You’ll get tips and tricks from real-world campaigns – including ones from a Wisconsin-based health system.

Learning Objectives:

  • What strategies are working to get patients to the right site of care and address delayed appointments and screenings.
  • How offering an HRA can help start to recoup lost volumes due to COVID.
  • Which communication channels you should be using now.

10:30-10:45 AM         Break

10:45-11:45 AM          Campfire Conversations
Speakers: Stephen Moegling, SVP of Growth & Marsha Hystead, Partner, Chief Creative Officer, Hailey Sault

Description: Health systems did the seemingly impossible in 2020 – because it was what was required and it was the right thing to do. 2021 is shaping up to be another year of doing the impossible. So let’s have a check-in around a digital “campfire” and share how we’re staying resilient and “living to fight another day.”

During this campfire conversation, facilitators from Hailey Sault will foster an open conversation with panelists and attendees about what they’ve learned about managing workload, teams, and “COVID fatigue.” The Hailey Sault facilitators will also share what they’ve learned by engaging over 150 marketing leaders in 2020 during their “Campfire Session,” webinar series.

Learning Objectives:

  • Learn from colleagues how they are creating resilient mindsets to navigate these challenging times.
  • Learn from colleagues best practices for managing remote and hybrid work teams and encouraging them to stay engaged and foster great work cultures.
  • Learn from colleagues how they are structuring their time and focus to address the “fires of the day” along with long-term planning and strategy.


Get Registered Today!


*Schedule subject to change.