BRANDHIT MARKETING SUMMIT: A HIMSS EVENT

Schedule

8:30am - 9:00am
Breakfast and Badge Pick-up
Encore Ballroom 4-8

Breakfast will be served in the ballroom.

9:00am - 9:05am
Opening Remarks
Encore Ballroom 4-8

John
Whelan
Executive Vice President
HIMSS Media

9:05am - 10:00am

Keynote

What Can We Learn from How Hollywood Portrays Healthcare Personas, or How Did We Get from “Marcus Welby” to "House" in Fifty Years?
Encore Ballroom 4-8

From the very beginning of television, organized medicine understood the power of this new medium to shape the public’s perception about physicians and healthcare. Still, TV medical dramas have evolved from the relatively idealistic personae of Drs. James Kildare and Ben Casey in the 1960’s to the currently more realistic, gritty presentation of characters in current TV dramas such as “Grey’s Anatomy,” “CSI” shows and “House.” As a medical script consultant to both “Grey’s Anatomy” and “Private Practice,” Dr. Hamilton reviews how and why the depiction of doctors and medicine has evolved so dramatically from 1950 to the present – and what this means for health IT marketers.

Allan
Hamilton
Medical Consultant, Grey's Anatomy; Professor of Neurosurgery, University of Arizona
University of Arizona

10:00am - 10:30am

Going Global

Change Your Global Mantra - Not Just Your Logo
Encore Ballroom 4-8

In 2015, Experian began exploration around rebranding the company and refocusing company’s stature as a public company. The company conducted research and enlisted the support of an agency to rethink its positioning and messaging globally.

The question: How could Experian better support both consumers and its B2B clients? Many already knew Experian for consumer credit reports, but not for all the other business/products it offers.

In this session, attendees will gain insights into how Experian created a brand story that did just that. Importantly, speakers will also explain how they developed messaging that included the highest common-denominator that resonated with national and international audiences.

Cindy
Dullea
Chief Marketing Officer
Experian Health

10:30am - 11:00am
Networking Break
Encore Ballroom 4-8

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. 

11:00am - 11:40am

Featured Speaker

It’s the Unconscious Mind that Runs the Show in HIT Engagement!
Encore Ballroom 4-8

Renowned healthcare neuroscientist Kyra Bobinet warns that most health IT messaging targets the conscious mind with logic and education. Meanwhile, it’s the unconscious mind that runs the show, responsible for 95% of our behavior! As the world speeds up with technology, our brains are under even MORE pressure to filter out noise and use mental short cuts… PLUS, we now know our emotions drive ALL our decisions!

So, now what?

In this session, you will learn how to reach your audience through that unconscious 95% with communications built on authenticity, trust, and value, because THAT is what works. You will learn this using a scientific, brain-based approach leveraging emotions, mental models, attention hierarchies, analogies, and heuristics so your audience feels heard, seen, and met.

Kyra
Bobinet
CEO and Founder, engagedIN
Instructor, Stanford School of Medicine

11:40am - 12:00pm

Healthcare C-Suite Personas

Landmark Persona Study: Key Emotional and Business Triggers Driving HIT Purchasing
Encore Ballroom 4-8

HIMSS Media Lab will present the findings of their landmark study on buying personas in the healthcare technology sector. The presentation will focus on the key emotional and business triggers that drive key influences like CMIO, CIO’s, Chief Medical Officers, CSO’s, technical nurses, and “alpha” doctors. The presentation will also cover the “shadow personas” unearthed in the study that are critically important despite their anonymity.

Frank
Cutitta
Senior Director - Center for Content Analytics
HIMSS Media Lab

12:00pm - 12:45pm

Meet the Personas

CIOs, CISOs, and other C-suite buyers
Encore Ballroom 4-8

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.

Ron
Fuschillo
Vice President and Chief Information Officer
Renown Health
David
Chou
Vice President, Chief Information and Digital Officer
Children's Mercy Hospital, Kansas City
Dan
Galles
Chief Financial Officer
Quorum Health Resources
Allan
Hamilton
Medical Consultant, Grey's Anatomy; Professor of Neurosurgery, University of Arizona
University of Arizona
Frank
Cutitta
Senior Director - Center for Content Analytics
HIMSS Media Lab

12:45pm - 1:30pm
Networking Lunch
Encore Ballroom 4-8

Lunch will be served in the ballroom. 

1:30pm - 2:00pm

Events and Tradeshows

A Holistic Approach to Measuring Live Event ROI in the Digital Age
Vivaldi

Business strategy and data guru Haluk Kulin has a saying: “Measure what you love if you want it to grow.” In this session, Haluk takes that adage and applies to live event experiences, giving attendees a reliable data-driven approach to measuring and improving their live event ROI.

Key takeaways:

  • A three step methodology to measure exhibits and events holistically.
  • Actionable metrics for improving live brand experiences, optimizing results and making better event investment decisions.
  • The future of live event measurement evolving from metrics that reveal insights based on the past, to predictive analytics that provide foresight into the future.  
Skip
Cox
SVP, Research and Measurement
Freeman XP
Haluk
Kulin
Senior Vice President, Strategy and Data
Freeman Design Council

1:30pm - 2:00pm

Social Media

Tribal marketing and Social Media - Don’t just engage, inspire your audience
Strauss

Thousands of years ago, our ancestors formed tribes based on common interests or socioeconomic status. The world has evolved significantly over the centuries, but the one thing that transcended through time is our deeply ingrained desire to relate to others in a meaningful way and form tribes. However, In the new world of tribalism, our loyalty is no longer restricted to one’s own tribe, but we freely move between many based on our shared passions. Individuals go from engaging with their Walking Dead tribe online to something as critical as impact of HealthIT on their life with the #IheartHIT.

In this session, you will learn the value of tribal marketing for healthcare IT marketers and insights from HIMSS Media’s Social Media Ambassador program around HIMSS Annual Conference.

Takeaways

  • Why healthcare IT marketers should consider tribalizing their marketing efforts.
  • Best practices and tactics to be successful at tribal marketing.
  • Importance of having the right mindset for tribal marketing
Michael
Gaspar
Program Manager, Social Media
HIMSS Media
Sumit
Sharma
Social Media Director
HIMSS Media

1:30pm - 2:00pm

Content

From Zero to Hero: How to Become a Content Marketing Machine
Encore Ballroom 4-8

In this session, you learn how to increase your sales pipeline by creating a powerful inbound marketing strategy. TeraRecon's marketing team started with blank slate in late 2015 and built a content driven, digital marketing organization based on personas, life-cycle stages and educational content to increase the sales pipeline by nearly 20% in just one year. Use the lessons learned by TeraRecon's team to help you reach your marketing and sales goals quickly and more efficiently.

Brianna
Smith
Integrated Marketing Manager
TeraRecon
Lindsay
Fleming
Vice President of Marketing
TeraRecon

1:30pm - 2:00pm

Data

Accelerate Sales with Metric-Centric Content
Schubert

xG Health Solutions, a leader in clinical content and care management and redesign, operates with a very metric-centric sales and marketing team. This team, very small by industry standards, manages optimal performance through a clear, articulated, and concentrated content marketing strategy. Each component of a campaign is predicated to drive awareness, interest, and conversion for deliberate sales organized for profitable growth. The sales and marketing leaders at xG work extremely closely on all campaigns to ensure organizational efficiency and buy-in. Results include a YOY 180% increase in MQL's, and +200% increase in conversions, with a flat YOY budget.

Attend this session and learn how to incorporate these strategies to yield success for your organization.

Marcus
Gordon
Chief Marketing Officer
xG Health Solutions

2:10pm - 2:40pm

Events & Tradeshows

Experiential Marketing - It's Much More than Espresso Machines
Vivaldi

Coming soon.

Ben
Nazario
Senior Vice President
Sparks

2:10pm - 2:40pm

Social Media

Sharpen Your Social Media Listening Skills for a Competitive Advantage
Strauss

Social listening (or monitoring, as some people like to call it), is about searching the web and social space to see what’s being said about your company, competitors, the industry, and other topics of interest. And with the continued growth of social media, listening will become an increasing important tool to help companies shape their message and content and and unearth opportunities.

In this session, a social media expert will explain how to do just that, and how to connect the dots between listening and sales.

Coming soon.

Donny
Halliwell
SME Enterprise Client Strategy
Hootsuite

2:10pm - 2:40pm

Content

The Evolution of Account-based Marketing to Collaborative Buying Groups Insights
Encore Ballroom 4-8

As with most industries most HIT vendors have found religion on focusing on deeper insight from specific target accounts. While ABM strategies are a great way to curry favor with the sales department, simply providing prospect contact information may not be enough. In this session, we will discuss how account based marketing is evolving to provide greater insight about the collective personas of “collaborative buying groups” that share influence in HIT buying decisions.

Ruth
Stevens
Author, "Maximizing Lead Generation"
Frank
Cutitta
Senior Director - Center for Content Analytics
HIMSS Media Lab

2:10pm - 2:40pm

Data

Legal Obstacles for Digital Content Marketing in Healthcare
Schubert

When it comes to creating marketing content, how do you stay out of trouble by not going over the line and promise too much? What can you say and what can’t you say? Where guidance does the FTC offer on this? State attorney generals? When it comes to advertising law, there are a lot of nuances, and in this session, you’ll get the inside scoop on just how far you can go to connect with your target audience.

David
Adler
Founder
Adler Law Group

2:50pm - 3:20pm

Events & Trade Shows

Rise Above the Show Floor Noise: Best Practices and Trainwrecks to Avoid
Vivaldi

In this session, we’ll hear from seasoned tradeshow veterans and hear marketing best practices for driving booth traffic as well as learn what you should never, ever do.

Susan
Noack
WW Industry Executive, Healthcare & Life Sciences, Global Markets
IBM
Mike
Englisch
Marketing Manager
TouchPoint Medical
Betsy
Kominsky
Senior Director, Marketing Solutions
HIMSS Media
Carol
Bird
Manager of Content, Branding & Digital Marketing
MEDITECH

2:50pm - 3:20pm

Social Media

Tap Social Media Influencers to Amplify and Humanize Your Message
Strauss

Over the past few years, content marketing has leveraged SEO, pay-per-click, retargeting, social and even traditional marketing channels to become one of the strongest core assets to an omni-channel campaign. What makes it so special? So influential? Everyone has been exposed to an influencer marketing campaign, whether they realized it or not.

In this session, Sarah Bond, director of brand and digital experience at Cerner, dives into content marketing and social media promotion with an emphasis on the integration of influencer marketing throughout each phase of the process. 

As complex as the health care industry is, building a robust influencer infrastructure becomes critical to the personification and humanization of HIT topics and solutions.  Understanding where and how to leverage these influencers is only the tip of the iceberg for the success of an integrated, omni-channel campaign

Sarah
Bond
Director, Brand and Digital Experience
Cerner

2:50pm - 3:20pm

Content

How to Reach Niche Decision-Makers with Podcasts
Encore Ballroom 4-8

A recent survey conducted by LinkedIn across its membership found that 35% of their members globally listen to podcasts. Perhaps even more compelling, amongst department heads, VPs, owners and C-suites, 44% are listening. Podcasts may be the best content you're not creating.

In this session, you’ll learn how BESLER in 2016 launched The Hospital Finance Podcast to build and grow a loyal audience of key healthcare decision makers for its brand. This podcast now generates thousands of downloads every month, helped brand BESLER as a trustworthy thought leader and has proven to be a force multiplier for their business.

Attend this session and learn how podcasts and open new doors for your business.

Michael
Passanante
Senior Marketing Director
BESLER Consulting

2:50pm - 3:20pm

Data

Building Your Customer Journey with Google Analytics
Schubert

Do you understand the path your customers take toward conversion? Would you know if your customer journey is out of sync with your marketing operations? In this session, you'll learn what the best practice customer journey is for health IT companies, how to find your specific customers' desired path to conversion, and what next steps to take to optimize your marketing for maximum ROI.

Takeaways

  • Set appropriate goals and goal values in Google Analytics.
  • Build a data-driven customer journey from Google Analytics data.
  • Assign strategic priorities by channel.
Christopher
Penn
Vice President Marketing, Technology
SHIFT Communications

3:20pm - 3:50pm
Networking Break
Encore Ballroom 4-8

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.

3:50pm - 4:20pm

Up Close and Personal

HIT Vendor Marketing Spend Benchmarks - How Do You Stack Up?
Encore Ballroom 4-8

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
IDC

4:20pm - 4:55pm

How to Generate Monster Leads

Elevate Your Brand with Emotional Storytelling
Encore Ballroom 4-8

Hartford HealthCare, Connecticut’s most comprehensive healthcare network, has harnessed the power of brand journalism and taken its content to new heights, with a clear mission to get its experts noticed and grow the business.

In this session, Rebecca Steward, Hartford’s director of content marketing (and a former news anchor), addresses the question: What makes a good story great for business? The answer: When the content marketer makes the customer the hero or heroine, with human traits that connect readers or listeners to the stories the hear, watch, or read.

Rebecca will explain how Hartford did just that, and in one example, generated 150 patient leads over a three-month period across several service lines. Hartford may be a healthcare provider, but the insights Rebecca will share are universal and should be part of every content marketer’s toolkit.

Tina
Varona
Manager of Content Marketing
Hartford HealthCare
Rebecca
Stewart
Director of Content Marketing
Hartford HealthCare

4:55pm - 5:00pm
End of Day Remarks
Encore Ballroom 4-8

Frank
Cutitta
Senior Director - Center for Content Analytics
HIMSS Media Lab

5:05pm - 6:05pm
Networking Reception
Encore Ballroom 4-8

After a day of informative and incisive presentations, enjoy a drink and hors d'oeuvres in the ballroom with your fellow attendees, speakers and sponsors. 

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