In healthcare, each patient’s path is inherently personal and unique, rendering a one-size-fits-all consumer journey approach ineffective. Thriving and securing loyalty in an increasingly complex healthcare environment demands a different approach to recognizing and catering to consumers’ wants and needs. In this session, we’ll explore leveraging a ‘Moments That Matter’ framework to reimagine how to design and deliver seamless consumer journeys at scale. Learn how to design strategies that meet the core needs of consumers while also considering the needs of providers, staff, and operations. By identifying and elevating these ‘Moments that Matter,’ healthcare organizations can better focus their efforts on enhancing their consumers’ experience and, ultimately, achieve better outcomes.

• Define the Moments That Matter framework and explain how it can be used to reimagine the consumer journey in healthcare and achieve better outcomes
• Identify the tasks that consumers are trying to accomplish when interacting with healthcare organizations
• Develop strategies to balance the needs of consumers, providers, staff, and operations when designing and delivering seamless consumer journeys
• Assess the current state of the consumer journey in your organization and identify opportunities for improvement
• Measure and evaluate the impact of Moments That Matter initiatives on the consumer experience and other key metrics

The healthcare industry is facing a number of challenges, including a shortage of healthcare professionals, intense competition for talent, and high rates of turnover. To be successful, healthcare organizations need to develop and continually optimize effective recruiting strategies. What is Marketing’s role in this success? This conference session will provide attendees with insights and best practices in how to attract and hire healthcare talent, with emphasis on the ways good marketing can contribute to this success. The session will feature a panel from a variety of healthcare organizations, including health systems, hospitals, community health centers, urgent care, and physician practices. The panelists will share their own experiences and best practices, and attendees will have the opportunity to ask questions and get advice.

• Redefine Marketing’s role in attracting and hiring talent including structure and strategy
• Develop elements of a successful healthcare marketing strategy to tackle recruiting
• Identify and attract top talent – messaging and promotion

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Nowhere is the marketing industry evolving faster than along the digital and technology lines that connect and power almost every aspect of modern marketing communications strategies and tactics. Recent studies from Gartner, Salesforce and The CMO Survey also all highlight the challenge marketers are having in keeping up with technology and data demands – from evaluating and selecting best-in-class technology and tools, to integrating vast amounts of complex and siloed data, to staffing more sophisticated analytics functions and planning for emerging technological advances like predictive modeling, CDP’s, and GenAI. This session will help marketers understand the changing marketing tech landscape and how to stay ahead of the curve to reach your target audiences in a more effective and personalized way.

• Identify the key technologies that are shaping the future of marketing – such as artificial intelligence, machine learning, augmented reality, and more – and how leading healthcare organizations are utilizing them to drive demand and returns.
• Understand how these technologies are changing the way marketers interact with consumers and patients through personalized experiences and data-driven insights – and why marketing and IT partnerships are the key to success.
• Develop a strategy for incorporating these technologies into your own marketing efforts and building more tech-savvy marketing teams as well as more collaboration across the organization.

Artificial intelligence (AI) is one of the hottest topics in healthcare marketing today, but also one of the most misunderstood. With the promise of increased efficiency, insights and automation, AI holds tremendous potential, but it also comes with specific ethical and organizational considerations. Join us for a presentation that will explain the basics of AI, explore how AI is currently being used in healthcare marketing, how AI is being interpreted by our users, and the ethical ramifications of using AI in healthcare marketing.

• Define AI, its limitations, and current use cases across all vertices.
• Learn how AI might be perceived by your customers based on their generational POV and your approach to AI.
• Understand the ethical ramifications of using AI in healthcare marketing and how you can onboard your organization to an effective AI strategy.

Marketers often focus on the obvious: new patient acquisition. But what if we focused on retention and loyalty instead? After all it’s cheaper to retain a customer than acquire one. Learn how Emory Healthcare used old-fashioned retention strategies and paired them with new-fashioned marketing automation and content journeys to help the system double its performance meeting critical quality outcomes for population health, as well as retaining patients that otherwise would have been lost to location closures and physician departures.

First pharmacy, now primary care. Big box retailers are everywhere. As Amazon, CVS and Walgreens invest in urgent care and specialty care, how will your organization set yourself apart when they have impressive brand recognition and deep pockets? Attend this session and learn from Simone Lavallee and Kirsten Lecky on how these disruptors are differentiating themselves through patient acquisition and brand loyalty, not just convenience and access. You’ll walk away with insight into where they’re succeeding and ways your brand can stand out with content and messaging.

• Learn more about brand loyalty and acquisition lessons from big box retailers in the health space and how to apply them to your marketing programs
• Explore how brand loyalty plays into both patient loyalty and the customer experience
• Discover how understanding your customers is at the heart of true differentiation and tips to define your value to different patient segments

*Sponsorship Opportunity (contact info@icdevents.com)

AI technology is evolving quickly and disrupting the consumer journey – impacting the way consumers search for medical information and make health decisions. Your digital front door is divided into Google, Bing, ChatGPT, and other emerging AI applications. It is crucial for your brand to take control of how your website content is being understood by these AI search engines and how they engage with your content. To improve your brand’s visibility in the face of AI search engines, you need to communicate the meaning and intent behind your content. We’ll teach you what’s changing in search, how the success measures are changing, how to translate your website into a content data layer using Schema Markup and share ways you can re-use it to accelerate your AI roadmap.

• Learn how the search landscape is changing with AI
• Explore strategies to control how your content is being understood by AI
• Discover new KPIs for AI search to understand if your website and content performance are optimal
• Hear how you can leverage your marketing data layer as a strategic asset for your organization

Establishing a thought leadership brand position sounds ideal. But actually, engaging your organization’s thought leaders in the process can be daunting. Often, the belief is that your leaders don’t have the time to be a part of the content development process. That’s where the idea stalls. Well, think again. Involving service line leaders, top physicians, and key executives in your thought leadership program doesn’t have to be a drain on their time or your financial resources. Using examples from work with clients across the country, Dan Dunlop will open the door to a more efficient way to develop content for your next thought leadership campaign. He’ll also discuss methods for developing more meaningful content that engages your internal and external audiences.

• Learn how to involve leadership in the development of thought leadership content without placing too much demand on their limited time
• Explore how to efficiently develop a high volume of varied content to help drive a thought leadership program
• Discover how to develop meaningful content that makes your leaders and star providers appear to be more interesting and engaging
• Uncover how you can maximize your investment in content by leveraging it across multiple platforms

Surveys and dashboards can tell you that something is happening but only deep listening through digital ethnography can tell you why. Digital ethnography provides a unique view into your market and customers, delivering actionable insights into how consumers make decisions, how they self-segment, and where they turn for help. Learn how to use deep listening research to inform strategy, increase patient acquisition and engagement, solving for recruitment and workforce, build customer journeys, refine messaging, discover channel opportunities and focus investments.

• Understand what Digital Ethnography is and how it is different
• Develop a deeper ability to understand behavior online and paint a more complete picture with your existing research methods
• Learn how digital ethnography can illuminate patient experience and clinician recruitment

Healthcare marketers are facing complex compliance challenges related to digital privacy and tracking technologies. This session will explore evolving trends and identify strategies to balance patient privacy with consumer-focused transformation. We’ll also review approaches to using customer insights and data strategies to deliver more personalized experiences throughout the healthcare journey.

• Understand the evolving trends in healthcare marketing compliance, with a focus on digital privacy and tracking technologies
• Explore approaches to unlock customer insights to better engage patients
• Identify strategies to balance patient privacy with consumer-focused transformation