Session Details
Opening Session:
Population Health: The Role of Marketing in Increasing Access to Healthcare
Janee Wolf, Associate Director of Strategy
Mickey Wildt, Associate Director of Client Services
CORE Creative
This session will delve into the important role marketing plays in enhancing access to health care within population health initiatives. We’ll examine how successful population health marketers are taking a human centered approach and positioning their organizations as an integral part of the community. We’ll look at four key areas where marketers can make meaningful impact in driving your organization’s Population Health Strategy:
- Putting patients at the center of your marketing efforts and messaging
- Increasing digital equity and access to care
- Driving both prevention and treatment for key health conditions through priority service line campaigns
- Going beyond traditional sponsorships to develop integrated community programs
Breakout 1.1
From Crisis to Confidence: Best Practices for Handling a PR Crisis Before It Occurs
Laura Gallagher, President & Founder
Cassandra Bretl, Public Relations Media Specialist
The Creative Company
Medical errors, data breaches, negative patient experiences. Are you prepared to handle these and other types of PR crises? Join The Creative Company to learn how to successfully navigate a crisis and protect your reputation. We’ll equip you to develop a crisis communications plan that enables you to drive the narrative, mitigate the spread of misinformation, and maintain public trust. You’ll also receive our Crisis Planning Guide; if you spend just 30 minutes with this document, you'll be more prepared, confident, and capable than before.
Learning Objectives:
1. The 7 steps in crisis communications planning
2. The importance of staying calm
3. The Four-Question Test
4. The #1 goal during a crisis
5. A process for determining who needs to be communicated with during a crisis - And more!
Breakout 1.2
Elevate Your Email By Doing Less
Aaron Fields, MHA, ACC, Executive Coach
The Fields Group
Email is pervasive in our lives today. We use it at work and at home. It's endlessly accessible through our computers and phones. In this interactive and insightful presentation, Aaron teaches you tools and tips for increasing your effectiveness through email, becoming less dependent on it, and ultimately saving yourself time and energy.
Learning Objectives:
1. Identify when to use email and when not to.
2. Learn 5 key phrases to avoid to write more confident emails.
3. Understand one email hack that will instantly increase your effectiveness.
Closing Session:
Can AI Solve Your Content Problems? A Practical Deep Dive into AI for Healthcare Marketing
Lacey Reichwald, Marketing Manager
Aha Media Group
Curious about how AI can help (or hurt) your healthcare marketing strategy? Let's get into it. We're talking practical do's and don'ts: how AI can enhance your SEO and content strategies, and when it's not the ideal tool. This session will give you a well-rounded view, covering the impact of AI on your current content strategy and how to use AI wisely in your marketing efforts. Expect to leave feeling empowered, with clear insights on leveraging AI's potential while being mindful of its limits.
Learning Objectives:
1. Understand the latest impact of AI on users' search experiences, focusing on Google's Search Generative Experience (SGE) and its implications for healthcare marketing.
2. Identify strategic adjustments needed to align your healthcare marketing efforts with the evolving AI driven search landscape.
3. Learn about the effective integration of AI in content creation and SEO, balancing innovative approaches with ethical considerations and accuracy.