BRANDHIT MARKETING SUMMIT: A HIMSS EVENT

NASHVILLE, TN • MAY 7 - 8, 2018
Health IT MarketingSummit

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Schedule

8:30am - 9:00am
Networking Breakfast & Badge Pick-Up
Grand Ballroom 2-3

Breakfast will be served in the ballroom so make sure to stop by the sponsor tables.

9:00am - 9:10am

Opening Remarks

HIMSS Media & HIMSS Tennessee Chapter
Grand Ballroom 2-3

Tommy
Lewis
President
Tennessee HIMSS Chapter
Frank
Cutitta
Senior Director, Center for Content Analytics
HIMSS Media

9:10am - 10:00am

Keynote

What Happens When the Internet Disappears?
Grand Ballroom 2-3

Technology is seeping into every area of our lives. Privacy is a flimsy throwback to a bygone age. How are organizations today creating services for a world with two million apps? Take a look at how the interface for our personal experience has shifted from a command line through Windows, to browsers, applications, and wearables. We start in a world after AI and voice assistance and transcend through the feedback loops of habitual behaviors and omnipresent content. This session explores the history of the user interface, software, and digital services and catapults brands into 2030, when personalization drives experience and we download “habits” and “environments” and brands compete for access to our life.

Chris
Dancy
World’s Most Connected Person

10:00am - 10:50am

Content Marketing

Investigating Best Practices & Trends in HIT Content
Grand Ballroom 2-3

HIMSS Media has partnered with the prestigious Content Marketing Institute (CMI) on a joint survey to determine how healthcare technology marketers are leveraging various content marketing techniques to engage their key buying influencers. This extension of CMI’s 8th annual content marketing survey will enable you to:

  • Gain new insight into key content marketing trends in the healthcare IT sector
  • Identify best practices HIT content marketers are using to reach healthcare decision makers
  • Get a glimpse into what distinguishes top performing HIT content marketers from their peers

 

Cathy
McPhillips
Vice President, Marketing
Content Marketing Institute
Janet
King
Senior Director, Market Insights
HIMSS Analytics and HIMSS Media

10:50am - 11:20am
Networking Break
Grand Ballroom 2-3

Take this opportunity to mingle with your peers in a relaxed setting to build relationships and establish future partnerships. Coffee will be served in the ballroom area so make sure to stop by our sponsor tables.

11:20am - 11:40am
HIT Global Market Landscape for 2018 and Beyond
Grand Ballroom 2-3

HIMSS Analytics will present their latest research on the state of the healthcare technology industry through a marketer's lens. The session will focus on what’s trending, what’s fading and the current buying environment in the key sectors of HIT.
 

Bryan
Fiekers
Senior Director, Research
HIMSS Analytics

11:40am - 12:30pm
Meet the HIT Personas
Grand Ballroom 2-3

In order to better visualize the findings of the persona study, a panel of influential CIO’s, CMIO’s and other key HIT purchase influences will be assembled for a lively discussion of these business and emotional drivers, the session will cover how these key executives would characterize their relationship with vendors and how that eventually relates to the value-based patient care they provide.

Megan
Pruce
Vice President, B2B Marketing and Communication
Vanderbilt University Medical Center
Justin
Collier
Chief Medical Informatics Officer
Hospital Corporation of America, TriStar Division
Juliet
Daniel
Independent Consultant, Clinical Informatics
Frank
Cutitta
Senior Director, Center for Content Analytics
HIMSS Media

12:30pm - 1:00pm
Speaker Hub
Grand Ballroom 2-3

One of the best ways learn is to network with your peers. This session provides an opportunity for attendees to meet with morning speakers and dive deeper into specific topics.

Here's how it works:

Speakers from the morning sessions will be stationed at different tables in the room. Attendees can circulate and speak one-on-one or in groups with individual speakers.

Network, share and learn in this interactive environment.

1:00pm - 2:00pm
Networking Luncheon
Grand Ballroom 2-3

Take this opportunity to mingle with your peers in a relaxed setting to build relationships and establish future partnerships. 

2:00pm - 2:45pm

Keynote

Trust In Health In A Changing World
Grand Ballroom 2-3

Lynn Hanessian, chief strategist at Edelman, will share proprietary research on the state of trust in Health from Edelman’s 2018 Trust Barometer, the firm’s 18th annual trust and credibility survey sampling more than 33,000 respondents across 28 markets. This year’s data emphasize the importance of societally-focused behaviors in addition to operational competency, and shed new light on consumer media habits and trust in the information provided by a variety of sources. Maintaining and increasing trust means health leaders must continue – and enhance – operating with transparency, acting like media companies, activating a wide array of champions to tell their story and having a deep understanding of the perceptions of consumers.  New data address consumer perceptions of innovation, who is to blame for the high cost of healthcare and expectations of the impact of Health Technology on the delivery of healthcare.  

Lynn
Hanessian
Chief Strategist
Edelman

2:45pm - 3:25pm

Panel Discussion

Custom Content Rockstars
Grand Ballroom 2-3

Many HIT marketers come to the realization that they  operate using a “random acts of content” strategy resulting in a misalignment with customer and the sales force. This panel of seasoned custom content professionals with a pedigree in the healthcare technology sector will discuss how to add deeper thinking to custom content development whether designed for branding, leads, events or face-to-face selling.

Key takeaways include:

  • Develop a comprehensive content strategy that supports the overall marketing campaign.
  • Create prescriptive content: Incorporating personas, the buyer’s journey, and degree of difficulty.
  • Explore nontraditional ways to leverage content for lead generation.
  • Leverage content for multiple purposes.

 

Kim
Tucker
Vice President of Marketing
PatientSafe Solutions
Judy
Hanover
Product Marketing Manager
Pure Storage Healthcare
Patty
Enrado
Director, Custom Content
HIMSS Media

3:25pm - 3:55pm
Networking Break
Grand Ballroom 2-3

Take this opportunity to mingle with your peers in a relaxed setting to build relationships and establish future partnerships. Coffee will be served in the ballroom area so make sure to stop by our sponsor tables.

3:55pm - 4:25pm
IDC's 2018 Marketing Spend Benchmark Study
Grand Ballroom 2-3

For the past ten years, International Data Corporation (IDC) has been conducting benchmark studies on marketing spend in key industry sectors. In this plenary session IDC will present the findings from the premier report on vendor marketing expenditures in the healthcare IT sector. Given the extension of many enterprise IT vendors into HIT from other industries, the presentation will include a comparison of healthcare with other verticals like retail, finance and manufacturing.
 

Scott
Lundstrom
Group VP/GM - Software, Health, and Public Sector
International Data Corporation (IDC)

4:25pm - 4:55pm
Healthcare Technology Marketing Through the Patient’s Lens
Grand Ballroom 2-3

The traditional HIT sales and marketing process can create the illusion that the healthcare provider or payer is the final customer. In reality, the continuum goes from vendor to provider to the patient/consumer. In this session, a renowned patient advocate will share her experiences about the opportunities and challenges in marketing products that are truly patient-centric. As the consumerization of healthcare becomes an increasing reality, HIT marketers must look at how they can assure that marketing investments made by healthcare providers and payers show ROI and create a competitive advantage with patients.

Jan
Oldenburg
Speaker, Writer, Patient Engagement Thought Leader

4:55pm - 5:00pm
End of Day Wrap Up
Grand Ballroom 2-3

Host Frank Cutitta wraps up the day, recapping the key insights, best practices and lessons learned.

Frank
Cutitta
Senior Director, Center for Content Analytics
HIMSS Media

5:00pm - 6:00pm
Networking Reception
Grand Ballroom 2-3

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