2022 MASHSMD Conference Speakers

   Beth Cronin

Digital Marketing Strategist
VCU Health System

  Jess Beard

VP, Client Service Leader

Position for Success: A Guided Approach to Content Personalization in Healthcare

Meeting consumer expectations for healthcare brands to "know them" is often encumbered by the complexity of HIPAA regulation and data privacy. It is critical for organizations to learn how to contextualize personalized content through an approach that not only provides enterprise value to the organization, but also overcomes the challenges of personalization in a healthcare setting.

Understanding how to deliver customized experiences – in the right way – is the key difference between simple personalization and a healthcare personalization strategy. VCU Health and MERGE employed an iterative and measured approach to plan, execute and measure personalization in a digital healthcare experience. Join us as we show you examples of how we implemented a personalized approach, based on multi-persona users and an escalating strategy for strong results – one step at a time.

Three Learning Objectives:

  1. Learn how to deliver content with context in a healthcare setting - because consumers know the difference between “real” conversations and staged communications
  2. Understand the four stages of the customer journey - and how (and when) to approach your audiences
  3. Learn how to create an engagement value scale and establish KPIs that map to organizational goals and business value

   Stacey Schiller
Director of External Affairs
Delaware Health Information Network

Putting a Personal Health Record to The Pandemic Test

In July of 2020, the Delaware Division of Public Health approached Delaware Health Information Network (DHIN) to leverage its personal health record, Health Check Connect, for consumers to both see and print their COVID-19 test results. DHIN's personal health record service, while several years old, had little mainstream adoption and comparatively few active users. Would an underutilized and subsequently underfunded service meet the challenge for thousands of new users in the course of several days?

Several key takeaways for marketers:

  1. Protecting a brand through a hasty product/service launch.
  2. Managing customer expectations for a nascent service.
  3. Collaborating with partners across sectors in real-time.

   David McDonald
Founder and CEO
LIFT 1428, LLC

Give Your Data a Voice: How Empathy & Ethnography Can Enrich Healthcare Market Research

Traditional market research has long been a staple of strategic planning in hospitals and health systems across the country. There is an abundance of quantitative data that strategists use; and while this data often provides reliable high-level insight into consumer data points and/or statistics about community health or even brand perceptions, it rarely reflects the sentiments and motivations of the human condition needed to create exceptional marketing and communications programming. In this session, we will explore tools and tactics hospital and health system strategists can leverage to supplement traditional market research with deep qualitative insights that illuminate and contextualize patient voice and experience – giving way to deeper human understanding and true patient-centricity. In this session, we will:

  • Explore the types of market and consumer research most frequently leveraged inside healthcare organizations and illuminate their inherent strengths and weaknesses.
  • Demonstrate how qualitative research and ethnography"”and some specific tools and protocols of each"”can be used to capture the patient voice in your research and add color and context to a traditional marketing communications program.
  • Discuss several specific (and hospital/market unique) case studies where qualitative market research built upon existing traditional data to illuminate previously unseen opportunities to more effectively and empathically address key strategic objectives.
  • Introduce you to an exciting new market research option specifically designed with the needs and sensibilities of hospital and health system professionals in mind.

Following this presentation, attendees will be able to:

  1. Understand the uses and limitations of traditional market research data when planning nuanced healthcare marketing and communications programming.
  2. Illuminate the roles of ethnography and empathy in advancing a biopsychosocial agenda towards achieving patient-centricity, and why embracing the patient voice is critical to effective market research.
  3. Contextualize specific use-cases where deeper human understanding should be pursued when crafting a marketing communications strategy, and where gaps exist when supporting these efforts with traditional market research alone.

   Erin Heilman
VP of Marketing
Medisolv, Inc.

That's Not An Accurate Reflection: Managing Public Perceptions About Your Quality Performance

Today's consumers know they have a choice when it comes to healthcare, and hospital ratings are becoming an increasingly important factor in their decision-making process. But here's the trouble: your hospital's ratings are not an accurate portrayal of how you are performing today. In fact, ratings typically reflect data that's two years old – data that your hospital has most likely improved upon since. But customers don't know this – and that can cost you. In this presentation, we will help you understand how CMS's public reporting and rating system works, how it impacts your brand, and how your hospital can manage your ratings proactively so that you're always a quality leader in the consumer's mind.
In this session, marketing professionals will better understand how healthcare consumers are evaluating their choices when it comes to care. We will review the Care Compare website to help understand the historical timeframes captured to calculate that data. We will also talk through strategies to proactively manage your reputation.

   Elise Crockett
Digital Marketing Strategist
VCU Health System

   Keith Kaufelt
Strategy and Marketing Manager - Social Media
VCU Health System

Happy Birthday to You! How VCU Health Leveraged Digital Marketing Technology to Engage and Retain Patients

On the heels of implementing new Salesforce CRM technology, VCU Health's digital marketing team was up for another challenge. The team had experience utilizing CRM campaigns to generate leads and bring in new patients and turned their attention to using the CRM to engage and retain existing patients. Through a collaboration with public affairs, social media, and content creation teams, they brought to life a birthday campaign that has proven to be successful in building patient loyalty and supporting the health system's growth goals.

Key takeaways for attendees:

  1. Best practices for taking an idea and bringing it to life with CRM technology
  2. How to build a Marketing Cloud journey using data extensions and automated queries
  3. Aligning email marketing and social media campaigns for public health
  4. Methods for socialization and collaboration across patient experience and call center or patient access teams
  5. Measuring the success of CRM campaigns

   Dean Browell, PhD
Chief Behavioral Officer

What is Digital Ethnography and Why is it Critical Now More than Ever?

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, build customer journeys, refine messaging, discover channel opportunities and focus investments. Mini case studies of internal and external audiences in healthcare will be presented.

Following this presentation, attendees will be able to:

  1. Understand what Digital Ethnography is and how it is different
  2. Develop a deeper ability to understand behavior online and paint a more complete picture with your existing research methods
  3. Discover how digital ethnography has illuminated truths during the pandemic

   Maria Stearns
Healthcare Division Director
Aloysius Butler & Clark (AB&C)

   Shawn Kessler
Partner - Recruitment Marketing
Aloysius Butler & Clark (AB&C)

Marketing and Human Resources – Partnering For a Brighter Future

Recruitment is becoming more than just and Human Resources issue. As employee shortages become more difficult across every level of the organization, marketing departments are being asked to step in and help make it happen. Join us for a presentation, with real-life examples, of how to make this often “challenging” relationship a success that will help drive your organization to better results in both attracting talent and improved patient satisfaction scores.

Learning Objectives:

  1. The benefits of Marketing and Human Resources Departments partnering to attract talent into their organizations
  2. Understanding the “pivot” – how to use your patient promise to attract the right talent into your organization
  3. The “do’s and don’ts” of the relationship
  4. How provide value without having to invest massive resources and time into the partnership

   Darryl Rentz

How Video Strengthens Emotional Engagement With Your Network

We will explore how networks use videos to create inspiring stories for both internal purposes as well as on social media. We will Compare how stories told through video inspire and strengthen morale of networks. We will review what makes a successful video story and campaign, including how to produce video stories that make a difference, the types of videos to produce for their internal staff, the types of videos to produce for social media communities.

     Claire Sachs
TPAC Consulting 

The Three Stages of Patienthood

Problem: There are stages of patienthood and the effectiveness of your communications may be affected by where your target audience is in their journey.
Action: Integrate more information about your target audience when crafting messaging campaigns.

What’s the first thing you do when trying to achieve a goal? You define your universe. A wider net reaches more people, but a smaller, more targeted strategy may achieve greater market penetration.

Patients are not a monolith, even patients with the same disease. But there are many commonalities, especially in the mental health impact of a chronic or autoimmune diagnosis. As with any journey, there are different stages and states of mind that affect the receptivity of these patients to accepting and absorbing new information. There are no rules about length of these stages, and no bright lines. People tend to float between porous boundaries until they are assured of their footing. Understanding these nuances and using them to tailor your communications strategy will help your messaging land more effectively.