September 28-30, 2022
Stoney Creek Hotel | Onalaska, WI
The 2022 WHPRMS Annual Conference, will be held September 28-30, at the Stoney Creek Hotel in Onalaska, WI. The conference will feature lively keynote speakers, workshops, networking opportunities, an exhibitor showcase, and a grand awards ceremony.
WHO SHOULD ATTEND?
Public relations, marketing, and business development professionals looking to further their healthcare knowledge and expertise should consider attending. Members and non-members are welcome to attend the conference.
*For WHPRMS members, please be sure to log into the website before registering.
**Not a member? Click here to join now!
Schedule at a Glance
Wednesday, September 28
3:00-5:00 PM Exhibitor Setup
4:00-6:00 PM Registration
6:00-7:30 PM Welcome Reception/Networking Event
Thursday, September 29
7:00 AM-5:00 PM Registration
7:30-8:30 AM Exhibitor Showcase
7:30-8:30 AM Breakfast
8:30-9:00 AM WHPRMS Annual Meeting
9:00-10:30 AM Opening Keynote – More Than a Gas Station: Engaging Your Fanbase
Speaker: Paige Forde, Kwik Trip
Description: With an identifiable brand voice, Kwik Trip’s social media content targets and resonates with a Midwest audience using humor and relatability. The presentation will dive into how the passionate Kwik Trip fanbase has grown, key practices in the social strategy, and the utter importance of tracking social listening and industry trends. It will also delve into influencer marketing developed by seeking out authentic content creators in your region.
10:30-11:00 AM Break and Exhibitor Showcase
11:00 AM-12:00 PM Breakout Block 1
Breakout 1.1 – Marketing in the Metaverse
Speaker: Stefan Agustsson, RealityBlu
Description: When Facebook rebranded to Meta, it was a top news story. Many marketers were left wondering, “What the heck is the Metaverse?” And more importantly – “What does this mean for me as a marketer?” Join us to learn enough to be dangerous when conversations about AR. VR, MR and XR come up. You’ll walk away with ideas for how to easily adapt your marketing strategies to incorporate emerging technologies and determine the order of priority for adapting.
Breakout 1.2 – Identifying and Leveraging Community Influencers for Behavior Change Campaigns
Speakers: Jennifer Savino and Michelle Sweet, KW2
Description: Organizations often need to break down barriers with consumers to build authentic trust and encourage action towards healthy life choices. This is especially the case when messaging to traditionally underrepresented populations and for more sensitive health-related topics that may have a history of shame-heavy messaging. One efficient and proven communications strategy that builds trust quickly with harder-to-reach audiences is to engage and leverage influencers to carry your message digitally and/or through their existing communication channels. This presentation walks through the development of several existing and proven influencer initiatives KW2 has undertaken on behalf of health organizations in the Midwest. Presenters share lessons learned, the authentic voices of the communities served, and unique insights learned along the way. Presenters also provide participants with high-level concrete steps on how organizations can develop, launch, and track the success of their own influencer campaigns.
Breakout 1.3 –Successful Campaigns Need Strategic Communication
Speaker: Bryan Earnest, President/CEO, AMPERAGE Marketing & Fundraising
Description: Communicating with donors requires much more than the ask. Successful fundraising campaigns are supported by strategic communication efforts. In this session, we will discuss the communication needs surrounding a successful campaign from pre-campaign positioning to post-campaign recognition.
12:00-1:00 PM Lunch and Exhibitor Showcase
1:00-2:00 PM Breakout Block 2
Breakout 2.1 – Digital Marketing: Connecting with Your Patients
Speaker: Lyndsey Bishop, Director of Digital Marketing, Image Works
Description: In an increasingly digital world, bringing your marketing efforts online in an effective and efficient way can be challenging. Thankfully, our presentation breaks down the different ways you can reach digital marketing success. During the presentation, we cover smart strategies to help you not only establish an online presence, but also target patients while they’re doing internet searches, surfing their favorite sites and checking their social media. Plus, we walk you through our streamlined digital marketing process and answer listener questions!
Breakout 2.2 – Keeping it Local: Using Data to Measure and Reduce Patient Outmigration in Rural Markets
Speaker: Adam Tiedt, Regional Vice President, Business Development, Intellimed
Description: Learn how to leverage data to assess a rural community’s current and future healthcare needs, uncover patient outmigration trends, and identify key physicians who refer patients to other facilities. Discussion will focus on why patients leave for care, what services they leave for, the impact it has on the local economy, and what you can do to change this behavior.
Breakout 2.3 – Don’t Just Engage, Activate! How to Use Enriched Data and Predictive Analytics to Drive Patient Actions That Matter
Speaker: Carrie Oren, Strategic Account Executive, Virgin Pulse
Description: Health system marketers are under a lot of pressure to increase new patient acquisition and service line growth. The most effective way to do this fast is by leveraging big data. For a lot of teams however, that can be intimidating. Join Carrie Oren, a Strategic Executive from Virgin Pulse, who will share some high impact data-driven strategies, winning peer testimonials, and real results that will have you raising a stein to success in no time!
2:00-2:30 PM Break and Exhibitor Showcase
2:30-3:30 PM Breakout Block 3
Breakout 3.1 – DIY Video Marketing in 4 Steps: A Step-by-Step Guide to Producing Quality Video Content In-House Without Having to Hire a Marketing Agency
Speakers: Emily Gall, Founder, Partner and Kassie Dalsveen, Partner, North of Eight Design and Marketing
Description: Coming soon!
Breakout 3.2 – Owning the Story – Getting Employees to Understand (and embrace) Their Role in Sharing the Brand
Speaker: Emily Hartzog, Chartwell Agency
Description: Your healthcare organization has a brand, and it’s not always the carefully cultivated image shaped by the marketing department. In fact, your brand lives outside the organization entirely with patients, partners, and your community. It’s shaped by the countless experiences they have each day with members of your team – the care providers, the receptionists, the janitorial team, the leadership. Marketing and branding is everyone’s job, so, how can marketers help team members at all levels to understand – and deliver upon – the brand promise?
Breakout 3.3 – Navigating the Healthcare Consumer’s Changing Behaviors and Expectations as We Emerge from the Pandemic Era
Speaker: Cindy Roberts, Mayo Clinic
Description: In this session, you’ll understand the increasingly nuanced and complex consumer expectations that were accelerated during the pandemic and consider the implications to how they think, feel and act as it relates to healthcare. We’ll also discuss ideas to navigate the changing landscape and position for the future.
3:30-4:00 PM Break and Exhibitor Showcase
4:00-5:00 PM Breakout Block 4
Breakout 4.1 – Tips and Tricks for Building a Strong Internal Communications Strategy that Promotes Consistency and Drives Employee Engagement
Speaker: Miranda Greenwold, Director of Marketing and Community Relations, Black River Memorial Hospital
Description: After receiving shocking news of a dive in employee engagement scores, Black River Memorial Hospital embarked on a journey to discover why. After learning that one of the areas driving the score down was ineffective communication across the organization, the need for developing a comprehensive internal communications strategy that helped employees feel informed and connected to the organization was of paramount concern. Turning the ship around involved building an internal communications strategy anchored in consistency and leader alignment. This session will take a deep dive into the lessons learned and how you can use those lessons learned to implement best practices and strengthen internal communications at your organization.
Breakout 4.2 – Becoming the Talk of the Town: How to Give Your Doctors a Voice and Solve Your Content Production Needs
Speaker: Bill Klaproth, DoctorPodcasting and Tina White, Upland Hills Health
Description: You know how most healthcare marketers don’t have a sure-fire way to effectively promote their doctors and at the same time are under pressure to develop content? Sound familiar? Well, podcasts are the easy solution offering you an audio marketing strategy to promote your doctors while helping produce all your other content needs.
Bill Klaproth from DoctorPodcasting will show you the power of podcasts and have a sit-down chat with Tina White from Upland Hills Health about her use of podcasts and how they fit in her marketing mix.
Breakout 4.3 – Basics of Plain Language: Improve Patients’ Health Literacy with Clearer Communication
Speaker: Monica Cicci, Senior Editor, Agrace
Description: Have you ever sat in a doctor’s exam room reeling as medical terms and treatment options came at you faster than you could absorb them? Every day, patients rely on getting health information that is easy to understand and follow—the first time they read or hear it. There’s so much you can do to help! You can improve your organization’s materials by applying plain language principles. This workshop will focus on the basics of writing in plain language to make materials easier for all patients to use effectively.
6:00-6:30 PM Cocktail Hors d’ouevres Reception with Exhibitor Showcase
6:30-7:30 PM Dinner, Leadership Recognition, and Awards Ceremony
8:00 PM Oktoberfest!
Friday, September 30
7:00-11:15 AM Registration
7:30-8:30 AM Breakfast
8:30-9:15 AM Moving From Referral-Based Healthcare Marketing to Successful Consumer-Direct Marketing
Speaker: Vendi Advertising
Description: More and more organizations are finding their referral-based programs are no longer leading to the volume of patients they once had. In some cases, consumers are newly asserting their right to choose providers. For others, prior referral sources are no longer reliable or willing to refer outside their own organization. Learn from two successful case studies that share the strategy, plan, messaging and results behind moving to a consumer program.
9:15-11:15 AM Closing Session – Live Your Brand and Lead with Impact!
Speaker: Dawn Garcia, Pursuit of Excellence LLC/POE Talent Solutions
Description: This dynamic session connects who we are as individuals with who we are in the workplace, enabling us to bring our best self to those around us. Learn valuable self-awareness to achieve more with joy and natural fulfillment! Live your best life while building leadership credibility, influence, and trust with your teams. Warning – this session will change how you show up at work, and how others experience you – for the better!