 2022 MASHSMD Conference SpeakersDigital Marketing Strategist 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:
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:
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:
Following this presentation, attendees will be able to:
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.
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:
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:
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:
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.
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. 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. |
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